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Concurrent and FourthWall Media Deliver Industry's First Comprehensive Advanced Advertising Solution
Nov 17, 2009 (01:11 PM EST)

ATLANTA and PLANO, Texas, Nov. 17 /PRNewswire-FirstCall/ -- Concurrent , a worldwide leader in video and media data and advertising solutions, and FourthWall Media(TM) (formerly BIAP) today announced a partnership to deliver the industry's first comprehensive, end-to-end advanced advertising solution for broadband operators. Comprised of Concurrent's media data management solutions along with FourthWall Media's ETV Platform, Ad Widgets((R)) and TV Widgets((R)), the combined solution gives operators the ability to deliver advanced and interactive advertising and to monitor and manage the data from consumer interactions in real-time.

"Consumers embrace interactivity, and in markets where it's been deployed, the response has been overwhelming," said Paul Haddad, vice president and general manager of Media Data and Advertising Solutions at Concurrent. "We are providing operators and advertisers with an unsurpassed, 360-degree view of the consumer's linear, interactive and video-on-demand (VOD) consumption and enabling new levels of consumer engagement through advertising."

The Concurrent and FourthWall advanced advertising solution addresses a number of challenges currently facing the industry to effectively roll-out targeted ads. First, it provides real-time data that allows operators and advertisers to measure ad campaign success across multiple markets. This cuts decision-making time, leads to smarter investments of advertising dollars and maximizes the ability to monetize video content.

In addition, this new partnership is designed to enable broadband operators to deliver a multitude of advanced advertising applications for VOD and iTV platforms. These applications include dynamic, targeted VOD ad insertion, telescoping to long form content, voting & polling, Request for Information (RFI), click-to-call and others.

"Gone are the days of flat advertisements and a passive television viewing experience. The Diffusion Group recently found that 76% of consumers believe having a widget dock on their primary TV set would be valuable," said Tim Peters, CEO of FourthWall Media. "By combining our ETV Platform, Ad Widgets and TV Widgets with Concurrent's media data management solutions, we effectively tap into this growing consumer desire and further extend the evolution of advertising across the three screens."

Leveraging Concurrent's industry-leading data collection and management expertise and FourthWall's proven EBIF User Agent and Platform--both widely deployed--this fully integrated solution provides a secure audience and media data exchange for operators and third-party data stakeholders such as audience measurement firms, advertisers and Canoe affiliates. The system provides these data feeds in a manner that fully protects subscriber privacy by eliminating all personally identifiable information before the data is exchanged.

This solution consists of an EBIF user agent and platform server, VOD and interactive campaign management, linear and interactive viewing data aggregation, and enterprise data warehousing and reporting. Based on SCTE-130 and Enhanced TV Binary Interchange Format (EBIF) specifications, the solution gives operators an end-to-end, scalable advertising solution with census-based data collection. The fully integrated solution is based upon years of development and has been designed to be forward compatible with national CAAS initiatives.

The Concurrent and FourthWall Media advanced advertising solution was featured at CableLabs' Advanced Advertising Interop in Louisville, CO, November 9-13, 2009.

Concurrent is a global leader in innovative solutions that enable the seamless delivery, management and monetization of video on any screen. Built on a solid foundation of video firsts and Emmy((R)) Award winning technology, Concurrent's screen-independent video delivery and media data solutions create a truly holistic, 360-degree view of the consumer video experience. By harnessing the full potential of video, Concurrent provides customers in the cable, telco, wireless, web, advertising and content development industries with new revenue opportunities such as advanced advertising. Concurrent's video solutions are built upon a rich heritage of high-performance real-time technology, which also powers solutions for the defense, aerospace, automotive and financial industries.

Concurrent is a global company with offices in North America, Europe and Asia. For more information, please visit HASH(0x2a9bc6b2e0) .

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 Ad Widgets((R)) end-to-end advertising system, AdAim Audience Measurement Suite(TM), TV Widgets((R)) applications such as eBay on TV, Fantasy Football and Yellow Pages on TV; and a technology platform for Cisco/Scientific Atlanta, Motorola and tru2way set-top boxes. FourthWall Media products and technology are distributed by Time Warner Cable, DISH Network, and several other MSOs, and have been deployed in over 24 million set-top boxes. Learn more at HASH(0x2a9bc6c1e0) .

CONTACT: Concurrent Media Relations, Rebecca Biggs of Cohn and Wolfe,, ; Concurrent InvestorRelations, Kirk Somers, +1-678-258-4000, ;FourthWall Media Relations, Ellen Cooper, +1-646-419-0006,; Stanton Public Relations and Marketing, GeorgeSopko, +1-646-502-3507,

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