Results of new Parthenon Group "Project Interact II" study show that 57 % of TV viewers would use BackChannelMedia's technology.

BOSTON, MA July 22, 2009 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 immediately, with 36% third 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.