AirPlay and Endemol USA Make a Deal for Viewers to Compete Live

AirPlay and Endemol USA Make a Deal for Viewers to Compete Live

AirPlay announces 'Deal or No Deal' partnership to deliver multi-player TV gaming

SAN FRANCISCO, Oct. 25 /PRNewswire/ -- AirPlay (http://www.airplay.com/), the leader in multi-player TV gaming, today announced an agreement with Endemol USA, the world's largest independent production company and market leader in interactive entertainment with global hit franchises such as Deal or No Deal, Big Brother and 1 vs. 100, to add a new level of excitement to the No. 1 watched game show in America, NBC's Deal or No Deal. With the addition of AirPlay's Deal or No Deal: Live TV Challenge, AirPlay is extending its offerings into a new realm of interactive television. Moving from live sporting events, such as the NFL and NBA where viewers compete in real time against the community of fans via mobile devices or the Web, AirPlay is entering into one of the most enduring television genres: the beloved game show.

"AirPlay transforms television entertainment into a more engaged and event-driven experience," said Morgan Guenther, chairman and CEO of AirPlay. "Our gaming technology, whether paired with sporting events, reality programs or game shows like Deal or No Deal, invites the viewer to compete against friends and family and enjoy a first-of-its-kind community approach to watching TV."

Deal or No Deal has established itself as a hit interactive television phenomenon with record levels of participation. With AirPlay's Deal or No Deal: Live TV Challenge available in January on most mobile carriers, this experience is now extended to viewers who will not only be able to answer questions in real time and play along with case selections, but will also be able to win prizes and chat with other viewers. By providing this game model, AirPlay builds the viewer experience and expands interactive components, giving existing Deal or No Deal fans of "The Lucky Case Game" a new way to connect and play along together.

"To date we've been successfully providing a unique way for users to interact with Deal or No Deal individually and are now excited to provide a way for this large community of fans to connect and play together," said Jon Vlassopulos, vice president, digital media, Endemol USA. "Through this partnership with AirPlay, we are able to further expand our commitment to provide compelling, interactive entertainment for fans of our shows."

Through advanced, patented gaming technology and foresight, AirPlay is using the most ubiquitous mobile device (namely the phone) to further engage TV viewers. In the process, AirPlay has partnered with category leaders including Endemol, the NFL and the NBA with the laser-focused goal of engaging viewers by personalizing the whole experience within a community of like-minded fans. With its entry into the game show genre, AirPlay is expanding the participation television experience and leading consumers to not just watch television but also play television!

About AirPlay

Founded in 2005, AirPlay has become the leader in participation entertainment. By joining 200 million mobile devices with 110 million U.S. television households, AirPlay enables enthusiasts to actively participate in their favorite programming through real-time competition and community. For its wireless and television industry partners, AirPlay offers a proprietary platform and service infrastructure which enables incremental revenue streams without partner capital investment. Led by a dynamic team of experienced technology executives, AirPlay is backed by QUALCOMM, Motorola, JK&B Capital, ONSET Ventures and Redpoint Ventures. For more information or to experience PlayTV on AirPlay, log on to AirPlay.com or contact AirPlay@RLMpr.com.

About Endemol USA

Endemol USA is a leading producer of television programming specializing in reality and non-scripted genres for network and cable television. The company produces the break-out hits "Deal or No Deal," "1 vs. 100," "Fear Factor," "Extreme Makeover: Home Edition" and "Big Brother." Endemol USA is a division of Endemol Holding, a prominent international content developer, producer and distributor of television and online programming. The company, headquartered in the Netherlands, has subsidiaries and joint ventures in 21 countries, including the major European markets, the U.S., South Africa, Argentina, Brazil, Mexico and Australia. Endemol Entertainment is a subsidiary of the Consortium, a conglomerate formed by Mediacinco Cartera S.A., Cyrte Found II B.V., and GS Capital Partners VI Fund.

About "Deal or No Deal"

Hosted by comedian Howie Mandel, "Deal or No Deal" is an exciting game of taking risks and playing the odds. Based on the successful format from Endemol that has aired in over 35 countries, "Deal or No Deal" debuted in Holland in 2002 and became an international television sensation. The show is produced by Endemol USA, a division of Endemol Holding. David Goldberg is the president of Endemol USA. The series is executive-produced by Scott St. John.

First Call Analyst:
FCMN Contact:

Source: AirPlay

CONTACT: Kendra Peavy of RLM Public Relations, +1-212-741-5106, ext.
226, AirPlay@RLMpr.com, for AirPlay; or Ayn Allen of BNC, +1-310-854-4800,
aallen@bncpr.com, for Endemol USA

Web site: http://www.airplay.com/

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Profile: International Entertainment