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We applaud FourthWall Media’s interactive television application… They are enabling buyers and sellers to operate more efficiently, while extending the eBay platform."

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Director of eBay’s Developers Program

on TV's first cross-platform application

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In The News

11/17/2009

, Forbes.com

BlackArrow and FourthWall Media Demonstrate Addressable EBIF Advertising at CableLabs(R)...

MATEO, Calif. and PLANO, Texas,Nov. 17 /PRNewswire/ -- BlackArrow(TM), a leading worldwide provider of advanced advertising solutions for New Television platforms, and FourthWall Media(TM) (formerly Biap), the media company driving a creative revolution in interactive TV through advanced advertising, today announced they successfully demonstrated how the companies' platforms, in tandem, can enable addressable, interactive EBIF advertising.

At the CableLabs® Advanced Advertising InterOp event last week, the two companies presented how cable system operators can use FourthWall Media's EBIF platform and BlackArrow's Sales and Decision Suites to create EBIF advertising applications; to manage and execute the delivery of EBIF advertisements to individual set-top boxes; and to generate reports that confirm execution and receipt of advertising placements for sponsors.

"Deriving monetization and scale from New Television platforms - while also driving deeper viewer engagement - are key components on every cable system operator's roadmap," said David Stengle, vice president, distribution at BlackArrow. "Together with FourthWall Media, we've demonstrated how an EBIF standards-based solution can deliver the interactivity, addressability and services interoperability that the media and cable communities need as part of the next wave of addressable television advertising."

"As EBIF moves from theory to scale, we're focused on providing the industry with comprehensive solutions that can have an impact on the bottom line," said Richard O'Gorman, senior vice president and general manager, advanced advertising products at FourthWall Media. "Our joint demonstration underscores the value of EBIF in breaking down the barriers between advertisers, programmers and audiences."

The CableLabs demonstration illustrated how interactive campaign information can flow into BlackArrow's placement opportunity information service (POIS) and ad decision service (ADS), as well as the FourthWall Media system, using CableLabs Stewardship and Fulfillment Interfaces (SaFI). The companies demonstrated management and delivery of advertisements containing accompanying interactive telescoping EBIF overlay applications, and the transmission, aggregation and reporting of viewer engagement with the EBIF applications for use by cable operators, programmers and advertisers.

About FourthWall Media

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?? end-to-end advertising system, AdAim Audience Measurement Suite(TM), TV Widgets?? 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 www.fourthwallmedia.tv

About BlackArrow, Inc.

BlackArrow is a leading worldwide provider of advanced advertising technology for New Television platforms. The company's multiplatform advertising system is designed specifically for video content distributed over any on-demand platform, enabling networks and content distributors to maximize advertising revenues. BlackArrow is privately held, and backed by Cisco Systems (Nasdaq: CSCO), Comcast Interactive Capital, Intel Capital (Nasdaq: INTC), Mayfield Fund and Polaris Venture Partners. The company has offices in New York City and San Mateo, Calif.http://www.blackarrow.tv

BlackArrow is a trademark of BlackArrow, Inc. FourthWall Media is a trademark of FourthWall Media. CableLabs is a trademark of Cable Television Laboratories, Inc. A demonstration at a CableLabs event is not indicative of CableLabs' endorsement of that technology or product.

SOURCE BlackArrow, Inc.