TV Stations Set to Test Direct Digital TV Links to Websites Through Backchannelmedia System

Backchannelmedia Inc a Bostonbased digital television ad serving and response capture company will announce tomorrow that the Company has successfully completed the first television clickthrough from a standard TV remote control into an ecommerce site linked to the consumeramp8217s personal home page website quotthe Internet backendquot The company also will announce they will begin trials of the technology which has been under development for 10 years in anticipation of the 2009 digital conversion with at least one major market affiliate during Q2 of 2008 and possibly expand to a network owned and operated station group Backchannelmedia says its system will enable television advertisers to automatically securely and seamlessly pass the viewer39s product or content interest to a dedicated personal web page The company is privately funded with 95 Million raised to date through a seed round quotContrary to every analyst report the sky is not falling on TVquot believes company founder and coCEO Michael Kokernak quotTV is changing to digital and TV will remain the dominant medium The Internet will become the back end data capture platform for digital televisionquotReach senior ad execs Advertise on JackMyerscomDemonstrations of the system the development of which was originally reported by Jack Myers Media Business Report last February are now being conducted at Backchannelmediaamp8217s Bostonoffice and engineering facility by invitation only The company is currently building several quotbroadcast and cable headend in a boxquot transportable demonstration devices and expects to be hosting week long educational meetings at conference centers in New York City and Los Angeles in Q3 of 2008 The Backchannelmedia system is designed to work with the vast majority of ecommerce content web sites and video portals The solution requires minimal configuration of the technical environment for broadcast television stations and cable networks and can work with most television media buying software already installed at thousands of advertising agencies and advertisers List Your Job Openings at Jobs at JackMyerscom emPowered by mediabistrocomWith Backchannelmediaamp8217s platform a consumer watching a live TV show or a recorded show from a DVR without interrupting the viewing experience will be able to click and transfer information in advertisements or content directly to a personal and customizable home page set up by consumers hosted on the Internet outside of the television platform similar in look and feel to many of the Internetamp8217s popular home page web sites Products can then be ordered securely through the consumeramp8217s existing favorite websites in a familiar and safe environment and content can be downloaded purchased bookmarked andor viewed on the web with the simple click of one button on the TV remote amp8220We expect to test launch in 100 homes and grow to at least 2000 homes as quickly as possible then hopefully 10000quot says Kokernak While the Backchannelmedia system offers promising technology there are significant hurdles with cable operators quotSince we involve consumer 39optin39 approval we are going to take the first baby steps at a reasonable pace so we get it right from the beginningquot comments Kokernak While we are launching in over the air homes first the solution is a software solution that could reside easily in direct broadcast satellite cable or other forms of distribution after a launch on over the airquot New Industry Data Daily at JackMyerscomRealistically the cable industry is not receptive to new technologies that require solutions in the set top box But says Kokernak quotour goal is to educate the industry that there is an alternative to today39s commercial ratings per minute or even commercial second by second currency and there are competitive solutions to the encroachment of the Internet By clicking and bookmarking to the Internet the Internet becomes the backend for high definition television It39s a simple solution that consumers understandquotquotOur solution solves the riddle of getting consumers content where and when they want itamp8221 said Dan Hassan CoCEO of Backchannelmediaquot and will become the definition of advertiser engagement as moving consumer interest from TV directly to the linked Internet backend satisfies Madison Avenueamp8217s desire to deliver integrated marketing messages tailored for the consumer Plus broadcasters and advertisers will be able to work together to determine the appropriate TV click through rates free from todayamp8217s limiting online text link auction environmentquot Hassan says Backchannelmedia39s solution was designed to work with most technologies already installed within the nationamp8217s broadcasting and cable facilities as well as work with current advertising industry work processes thus insuring a clear path to conversion of United States television platform to include the quotTV click to the Webquot consumer touch point as well as open up scores of new revenue opportunities for broadcasters as well advertisers The launch is utilizing overtheairthrough settop boxes supplied by Backchannelmedia The solution is ultimately for cable and satellite operators but with the October 2008 retransmission consent deadlines looming Kokernak believes it is important to get out in front of retransmission consent and show broadcasters and operators what the experience will look like According to Kokernak Backchannelmediaamp8217s four extensive patent pending applications were designed to leverage existing technologies such as the TV remote and broadcast and cable automation systems to bring accountability to television advertising The Backchannelmedia quotoptin fromquot consumers solution was designed to build upon the relevancy of the television platform which the Company believes is the backbone of the nationamp8217s communications infrastructure by insuring that Internet design challenges such as click fraud dead and irrelevant search links copyright ownership spam phishing and blind behavioral targeting will not cross over into the wireline and wireless digital television spectrum delivery platformsVote at JackMyerscom If the WGA strike continues which scripted broadcast series will you miss the mostamp8220Backchannelmedia sees a world of tightly bound content forever fusing the digital television platform to its Internet backendquot Kokernak explains quotAs the velocity of fragmentation continues to increase and edge gateways become increasingly frictionless this fused link will result in increasingly personalized addressable and accountable content and advertising for both the digital television platform as well as the Internet backend All digital television platforms will grow from cable broadcast direct broadcast to telcos as the delivery of content and advertising will become efficient and tremendous value will be unlocked for these very platforms as well as a new world will be unlocked for consumersamp8221Kokernak argues quotthe television industry needs to stop looking longingly at the past and start focusing on the future The digital transition spells the next Golden Age of Television Plasmas filled with high definition TV content will feed data directly into the Internet backend It will be incredibly difficult for some Madison Avenue shops to go through the process of reengineering their entire businessquot he adds quotThe industry will become polarized and has been polarized behind closed doors as some executives are not prepared for the coming change and some are simply ignoring the facts But at the end of the day Madison Avenue is here to service its clients and those who donamp8217t embrace the digital transition may find themselves scrambling to catch up to the more nimble open minded shopsquotFor more information visit wwwbackchannelmediacom or contact Dan Hassan at dhassanbackchannelmediacomWant to read more about Backchannelmedia Click Here

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TV Stations Set to Test Direct Digital TV Links to Websites Through Backchannelmedia System

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