Philips Debuts with Live Media Registration Service in Mediahedge

Enables Real-Time Management of Video Content for Live Broadcast
Events
LAS VEGAS--(Business Wire)--
Mediahedge, an initiative of Philips Content Identification,
announced today the addition of the Mediahedge Live Media Registration
service to its broad range of services that continue to provide the
media and internet industry with the world's most comprehensive
end-to-end platform to identify, manage and monetize media content
across the internet.

Designed specifically for live broadcast events such as sports,
concerts and TV shows, the Live Media Registration service offers
content owners real-time registration of digital fingerprints into the
Mediahedge database. Once registered in the Mediahedge fingerprint
database, Mediahedge empowers content owners and broadcasters to fully
automate identification, monitoring and monetization of live media
content on the internet. This service allows content owners,
broadcasters and content distributors to identify unauthorized uploads
of broadcast content within minutes of the event taking place and can
be actively searched for on the internet via media crawling and
recognition services from Mediahedge and its partners.

"Our media customers are now able to manage their live content as
well as their archived content," said Hans van de Ven, Sr. Business
Development Manager of Philips Content Identification, "by offering a
real-time digital fingerprinting registration service, Mediahedge
addresses the increasing needs for rights holders to monitor and
monetize their live content already during the live event. The
Mediahedge Live Media Registration service is available now and will
be deployed for major live broadcasts taking place this summer."

The Live Media Registration service is the latest addition to the
Mediahedge platform that was launched as a content clearing service in
December 2006. It has quickly evolved and has seen an accelerated
adoption from content providers and internet content distributors
around the world, including several major studios that have begun to
register their content into the Mediahedge database.

All such players in the digital media arena can profit from
content identification and monetization services from Mediahedge and
its partners since countless hours of audio and video content are
distributed on the internet every day. Being able to pinpoint exactly
"when" and "where" media content was uploaded is of particular value
when applied to areas like intellectual property rights, new business
modelling, market research and advertising.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI)
is a global leader in healthcare, lighting and consumer lifestyle,
delivering people-centric, innovative products, services and solutions
through the brand promise of "sense and simplicity". Headquartered in
the Netherlands, Philips employs approximately 123,800 employees in
more than 60 countries worldwide. With sales of EUR 27 billion in
2007, the company is a market leader in medical diagnostic imaging and
patient monitoring systems, energy efficient lighting solutions, as
well as lifestyle solutions for personal wellbeing. News from Philips
is located at www.philips.com/newscenter.

Philips Content Identification protects digital assets and unlocks
new revenue opportunities. From new releases to timeless classics, our
state-of-the-art fingerprinting and watermarking technologies protect
your digital assets as they travel across the world. Studios,
publishers, platform operators and content service providers are
already using Philips products and services for Forensic Tracking,
Media Monitoring and Content Filtering and Monetization. More
information can be found at www.philips.com/ci and www.mediahedge.com.

Media:
Philips Content Identification
Hans Driessen, +31 610610417
hans.driessen@philips.com
www.philips.com/ci
or
Text 100 Public Relations
Michael Steavenson, 212-871-4080
michaels@text100.com

Copyright Business Wire 2008