-- 60 percent of respondents will click on TV advertisements to send
coupons to their email account or Internet portal
-- 40 percent of respondents express interest in Backchannelmedia's opt-
in service
-- 36 percent of respondents indicate a preference for interactive ads
over traditional television ads
-- 23 percent of respondents say they would be very or extremely likely
to use Backchannelmedia's interactive TV advertising model, which projects
close to 43 million early adopters out of the 196 million U.S. daily
television viewers (Nielsen Media Research)
Respondent data shows:
-- 85 percent of VOD users use the service once or more per day
-- 72 percent of consumers skip through ads in DVR recorded programs
-- 63 percent of consumers surf the Internet when watching television
-- 60 percent of consumers do not visit or rarely visit web sites they
see advertised on TV
Current online transaction trends from the survey:
-- 59 percent of respondents make between 1 and 3 online purchases each
month
-- 56 percent of respondents have automatic deductions scheduled from
their bank account
"Backchannelmedia's opt-in solution was developed over a ten year period of
focused research in preparation for the digital TV transition in 2009,"
said Michael Kokernak, Co-CEO of Backchannelmedia and the primary inventor
of the system. "It is clear from the results that consumers are ready for a
deeper experience with digital television. Backchannelmedia's technology,
coupled with dropping prices for plasma televisions and increased
competition among multichannel video providers, will continue to fuel the
sixty year love affair that Americans have with television."
For a copy of the 47 page Backchannelmedia Consumer Study report please
contact Backchannelmedia.
About Backchannelmedia Inc.
Boston-based Backchannelmedia Inc. (www.backchannelmedia.com) was founded
in 2000 with the belief that television advertising should become
accountable. Backchannelmedia has created an interactive TV advertising
model that provides better targeting and immediate consumer feedback to a
message. Both make TV a far more attractive selling tool.
Backchannelmedia's patent-pending opt-in technology allows consumers, with
one click of their existing remote control, to forward product or content
interests seen on television into an e-commerce site hosted on the
Internet. For example, while viewing a popular recording artist perform on
TV, a viewer could forward a link to download the song from a digital music
site.
Backchannelmedia's opt-in solution, which respondents value as a more
convenient means of accessing information, answers consumers concerns for
increased online privacy by extending controls to the consumer for the
television experience.
Backchannelmedia is currently preparing for a second quarter 2008 roll out
of a complete "continuous loop" system that merges the direct marketing,
Internet advertising, and television advertising industries into one
platform driven by automated, optimized targeting and actual television
consumer response results. Backchannelmedia's patent pending opt-in
approach to video and advertising delivery can be deployed in consumer
electronics equipment, television 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, thus providing advertisers and content companies with a rich
experience mirroring the current video distribution eco-system of the
United States.
Backchannelmedia Research (http://research.backchannelmedia.com/) is the
first generation "TV click to the web" media buying and analyzing software
application and it currently offers media planners the most comprehensive,
free Web-based planning tool available today with approximately 450,000
monthly visitors accessing over 1.5 Million pages of television research on
a monthly basis. Since 2004, the Company has published "Backchannelmedia
Connected" (http://www.backchannelmedia.com/newsletter/issues/), a 22,000
subscriber daily industry newsletter tracking the digital conversion and
television advertising in general.
Backchannelmedia anticipates launching a closed over-the air-trial of the
opt-in technology through a limited number of digital television stations
and content providers during the second quarter of 2008.
The company is privately funded with $9.5 million raised to date through
private investors. For more information, please visit
www.backchannelmedia.com.
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.
Contact Information: Contact: Terry Frechette Lois Paul & Partners 781.782.5791 Terry_Frechette@lpp.com Greg Pope The Parthenon Group 617-478-2550 gpope@parthenon.com