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[01/02/07 - 10:24 AM]
NBC Universal's Hit Talk Show "Maury" and Mindmatics Team Up for First-Ever Mobile Interactive Experience in National Syndication
A new mobile experience will allow viewers the opportunity to participate in a real-time interactive contest in several markets beginning January 3.

[via press release from NBC Universal Domestic Television Distribution]

NBC UNIVERSAL'S HIT TALK SHOW "MAURY" AND MINDMATICS TEAM UP FOR FIRST-EVER MOBILE INTERACTIVE EXPERIENCE IN NATIONAL SYNDICATION

NBC UNIVERSAL'S HIT TALK SHOW "MAURY" AND MINDMATICS TEAM UP FOR FIRST-EVER MOBILE INTERACTIVE EXPERIENCE IN NATIONAL SYNDICATION

"MAURY" Breaks New Ground By Giving Viewers Chance To Win Prizes By Participating In The Show Via Mobile Technology

Contest will initially launch in January on Sinclair Broadcast Stations in Las Vegas and Columbus

New York �January 2, 2007 � NBC Universal Domestic Television Distribution's hit daytime talk show "MAURY" is teaming up with Mindmatics LLC for an unprecedented mobile experience that will allow viewers the opportunity to participate in a real-time interactive contest in several markets, it was announced today by Betsy Bergman, Vice President, Marketing, NBC Universal Domestic Television Distribution and Hans Henkes, General Manager, MindMatics.

The interactive contest/experience will air on "Maury" from January 3-20 on Sinclair Broadcast stations in Columbus, Ohio and Las Vegas, Nevada.

"We are thrilled to offer 'Maury' viewers this unprecedented interactive experience," says Betsy Bergman, Vice President, Marketing, NBC Universal Domestic Television Distribution. "MindMatics has created the perfect fit for 'Maury' viewers to interact with our show in a way that has never happened before in syndication. And we're also excited to be working with the Sinclair Broadcast stations on this ground-breaking initiative."

"SMS-interactive elements are becoming extremely popular components of television programs across the nation and around the world, but to date have been limited to national broadcasts," says Jay McNamara, Senior Vice President, Sales Strategy Development, NBC Universal Television Distribution. "The interactive experience with "Maury" will be the first time viewers of syndicated programming with varying start times can enjoy these enhanced features."

"'MAURY' is known for engaging its audience with provocative and entertaining topics," said Hans Henkes, General Manager, MindMatics. "Given the level of its audience loyalty, 'MAURY' was a natural choice for the first syndicated show to roll out our unique, interactive solution. Through MindMatics Participation TV technology, 'MAURY' extends the feeling of being in the studio audience to viewers at home."

The MindMatics technology will enable viewers to text message answers to questions and participate in the overall contest, which will be held in real-time during each episode, with the winners in both regional markets announced on-air at the show's conclusion. The MindMatics patent-pending encoding technology and interactive TV server provide real-time mobile interactive capabilities without the need for traditional in-studio employee monitoring. These options give the broadcasters a more compelling show to market that has the potential to realize profit in addition to advertising revenue.

For the first two weeks of the interactive contest, audience members will guess which of the envelopes presented on screen has $200 hidden inside. During the second two weeks, viewers will be asked to text message answers to questions posed throughout various segments of the show, all relating to topics covered during that particular episode. In addition to revealing the game winner during each episode, aggregate viewer responses will be displayed graphically in real-time. Answers to those questions will then be revealed during the show.

Initially, the interactive experience will launch on "Maury" episodes in Columbus and Las Vegas. "Maury" airs at 10 a.m. on WTTE-TV in Columbus, and 5:00 p.m. on KVCW-TV in Las Vegas.

About NBC Universal Domestic Television Distribution

NBC Universal is a leader in providing entertainment programming to the domestic and international marketplaces. This includes distribution of current and library film and television product, including formats and non-scripted programming, in the pay, free, and basic markets, as well as the domestic syndication of first-run syndicated TV programs and theatrical and TV movie packages.

About MindMatics LLC

MindMatics is a global leader in the development and implementation of mobile services and iTV-applications. As a full-service mobile solutions partner, MindMatics helps brands, TV stations, major studios and content providers successfully interact with the "Generation M" through various technologies in order to generate revenues, billings and realize new marketing potential. Clients include ABC, TBS, Disney, MTV, NBC Universal, Pro7, SonyPictures, New Line Cinema and Endemol. MindMatics currently employs a staff of 130 and has offices in New York, Los Angeles, Munich, Cologne, Vienna and London.





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· MAURY (SYNDICATION)





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