TV Viewers Ready to Adopt Backchannelmedia's TV-to-Internet Click Through Solution

Results of new Parthenon Group "Project Interact II" study show
that 57 % of TV viewers would use Backchannelmedia's technology
BOSTON--(Business Wire)--
U.S. TV viewers are eager to jump into the next generation of
interactive digital TV, according to a recent survey by
Backchannelmedia. The "Project Interact II" survey, conducted by The
Parthenon Group, a Boston-based strategic advisory firm, found that
Backchannelmedia's TV-to-Internet click through interactivity platform
for digital TV not only appeals to the viewer, but would even drive
them to switch to other multi-channel video providers in order to get
the Backchannelmedia service.

The study of 1,849 demographically representative U.S. TV viewers
who watch TV more than once per week consisted of both an online
survey and four focus groups presented with the TV-to-Internet "click
through" viewing experience. Respondents were presented with a host of
questions which shed light on the current and projected landscape for
multichannel video subscription services, the general reaction to
Backchannelmedia's "clickable moment" technology and what viewers
liked the most about it.

Backchannelmedia's technology allows the viewer to interact with
non-intrusive "clickable moments" that appear on TV during both
commercials and programming. For example, TV viewers, using existing
equipment in the home, are able to watch TV network news as they do
today and forward stories they are interested in to the online world
for follow-up at their leisure. The viewer controls the entire
experience, and has the ability to share their interests with friends
and family, through a multitude of interfaces including e-mail and
mobile.

The technology also localizes the messages the viewer receives.
Auto manufacturers, for example, can now allow viewers watching their
existing HD national commercials on TV to click and forward local
dealer addresses, rebates, special offers, and contact information to
their e-mail inbox. Backchannelmedia's technology is currently being
deployed on the over the air broadcast TV distribution platform
through a multitude of network affiliated broadcast stations, but is
also compatible with cable, satellite and fiber optic platforms.

Some of the most compelling findings from the Project Interact II
Study include:

-- 57% said they would "likely" adopt Backchannelmedia
technology, with 36% saying they are "highly likely";

-- 56% of respondents said that if this service was offered by
their current provider at no additional cost, they would call
their provider to activate it;

-- 29% of respondents said they would be more likely to switch to
an alternate provider to gain access to Backchannelmedia's
TV-to-Internet "click through" service;

-- 36% of respondents said they would use the TV-to-Internet
click through to get more information on the Internet about
something they see on TV;

-- 35% of respondents said they would use the TV-to-Internet
click through to access TV content on the web, such as the
episode or related promotions;

-- 25% of respondents said they would click on their TV remote to
place a song featured on a TV show in an online shopping cart.

"We have always felt that the natural evolution of television
would be comprised of high definition video linked to the Internet's
robust application and content environment through a simple 'one
click' push on the remote control," said Michael Rosa, Director of
Operations Research at Backchannelmedia. "This study shows that TV
viewers agree that the 'clickable moment' will transform the content
and television industries over the coming months and years."

About Backchannelmedia Inc.

Boston-based Backchannelmedia Inc. (www.backchannelmedia.com) was
founded in 2000. Backchannelmedia has developed technology that can be
embedded into existing set-top boxes currently found in many TV viewer
homes that allows the viewer to forward or "bookmark" their interests
from TV to the online world. That interactive technology combined with
the Backchannelmedia Portal on the Internet creates a secure link
between the TV and Internet platforms. This secure link can be used to
create a richer viewing experience for the TV viewer by linking it to
content and e-commerce on the Internet.

Backchannelmedia's opt-in solution answers TV viewer concerns for
increased online privacy by extending controls to the viewer for the
TV experience. Backchannelmedia's patent pending technology can be
deployed in consumer electronics equipment, TV sets, over the air
receivers, cable head-ends, switched digital video and network DVR
technologies, direct broadcast providers, as well as a multitude of
devices and delivery providers.

About The Parthenon Group

The Parthenon Group (www.parthenon.com) is a strategic advisory
firm working closely with CEOs and business leaders worldwide.
Parthenon serves its clients with a steadfast commitment to life-long
partnerships; a high-impact, customized approach; and a willingness to
share risk. Parthenon has its offices in Boston, San Francisco,
London, and Mumbai.

Public Relations Contact:
Lois Paul & Partners
Terry Frechette, 781-782-5791
tfrechette@lpp.com
or
The Parthenon Group Contact:
The Parthenon Group
Greg Pope, 617-478-2550
gpope@parthenon.com

Copyright Business Wire 2008