CMC's HITS(TM) AxIS Service and FourthWall Media Bring Search Advertising to Television with Launch of 'Yellow Pages on TV'

CMC's HITS(TM) AxIS Service and FourthWall Media Bring Search Advertising to Television with Launch of 'Yellow Pages on TV'

Advanced Advertising Makes "Long Tail" a Reality for Cable Operators

PLANO, Texas, Oct. 27 /PRNewswire/ -- FourthWall Media (formerly Biap), the media company driving a creative revolution in interactive TV through advanced advertising, consumer applications and the technology platform on which they run, today announced that Comcast Media Center's(CMC), HITS AxIS service will sell and distribute its "Yellow Pages on TV" interactive EBIF* television application. Combining local search and video to make long-tail advertising possible on television, Yellow Pages on TV will now be available to the cable system operators served by HITS AxIS, a centralized suite of advanced video services to support the delivery of iTV applications using the ETV/EBIF and tru2way(TM) platforms.

(Logo: http://www.newscom.com/cgi-bin/prnh/20091027/NE99589LOGO )

Yellow Pages on TV enables local cable operators to generate new incremental revenue by bringing Yellow Pages advertisers to television. The application offers a complete listing of local merchants available to consumers at the push of a button on a regular digital cable television remote, and also allows merchants to integrate video advertising with their listing. In addition, Yellow Pages on TV offers a full range of reporting so advertisers can track ad performance. It is the most comprehensive solution bringing the $15 billion Yellow Pages book advertising business to television.

"We are very pleased to offer FourthWall Media's Yellow Pages on TV EBIF application to our HITS AxIS affiliates," said Gary Traver, Senior Vice President and Chief Financial Officer for the Comcast Media Center. "It has been successfully field tested over the past several months and is ready for commercial launch via the HITS AxIS platform. Applications such as Yellow Pages on TV have shown tremendous potential in their ability to drive interactive television revenue."

In initial testing 56 percent of homes with access to Yellow Pages on TV used it at least once, and a quarter of those were repeat users. Moreover, fifteen percent of users clicked through to get business details from specific merchants.

As part of the agreement, HITS AxIS will handle all of the distribution and launch management required to make Yellow Pages on TV operational.

"Yellow Pages on TV delivers on the full promise of interactive television, and we are very pleased that ComcastMediaCenter is partnering with us to provide national distribution," said Tim Peters, FourthWall Media CEO. "This solution provides a new advertising revenue source for operators, delivers valuable audiences who have demonstrated purchase interest to merchants, and makes convergence truly work for the end user, who can now search for services on the device they use most -- their television."

*EBIF (Enhanced TV Binary Interchange Format) is the industry standard multimedia content format for interactive television.

About FourthWall Media

FourthWall Media, formerly known as Biap, is an Emmy-nominated media company driving the creative revolution in interactive television through solutions that break through the 'fourth wall' to engage audiences, extend subscriber loyalty and deliver detailed measurement and reporting. The company's EBIF solutions include the AdWidgets® end-to-end advertising system, TVWidgets® applications such as eBay on TV, Fantasy Football, and Yellow Pages on TV; and a technology platform for Motorola, Cisco/Scientific Atlanta and tru2way set-top boxes. FourthWall Media products and technology are distributed by Comcast Media Center, Time Warner Cable, DISH Network, and several other MSOs, and have been deployed in over 24 million set-top boxes. Learn more at www.fourthwallmedia.tv .

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Source: FourthWall Media

CONTACT: Tom Faust, Stanton Public Relations & Marketing,
+1-646-502-3513, TFaust@StantonPRM.com, or Ellen Cooper, EC Consulting,
+1-646-419-0006, Ecooper@fourthwallmedia.tv

Web Site: http://www.fourthwallmedia.tv/

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Profile: International Entertainment