Spec Availability and New Adopters Add Momentum for Enhanced Content and Services for 1999 and Beyond

AMSTERDAM, Netherlands, Sept. 10, 1999 -- The Advanced Television Enhancement Forum (ATVEF) announced today the availability of a royalty-free license for its enhanced content specification to its more than seventy-five worldwide ATVEF founders and adopters.

The ATVEF, a global, cross-industry alliance, was forrned to accelerate the creation and distribution of enhanced television programs to consumers in the least expensive and most convenient way possible. To achieve this, the ATVEF has developed a baseline specification using existing Internet standards and technologies, and broadcast extensions that content providers can use to develop programrning enhanced with other data, such as Internet and Web content.

"Write Once", Compatibility Key Attributes of ATVEF

Once content based on the ATVEF specification is written, it can be delivered by analog and digital terrestrial, satellite and cable systems and received on any ATVEF-cornpliant set-top box, digital television, or PC, eliminating the need for content creators and providers to develop multiple versions of their prograrnming. The specification enables the incorporation of existing Web and broadcast content, which will help streamline content development.

The specification builds on existing industry standards, such as HTML 4.0, ECMAScript and Multicast IP, with added extensions that allow receivers to recognize enhanced content, prepare it for viewing, and transfer files. The Forum founders are working with worldwide standards organizations, including Advanced Television Systerns Committee (ATSC), Digital Video Broadcast (DVB), IETF and W3C to ensure compatibility. The specification also defines compliance.

"With the massive acceptance of the Internet, it's only a short time before the Internet and interactivity becorne integrated with television content. The specification, created and adopted by those responsible for creating TV programming, provides an easier, faster and rnore cost-effective way to add the interactivity consumers demand to both content and products that enable delivery of enhanced content," said C.J. Fredricksen, director, ATVEF.

New Adopters

The pace of industry adoption is increasing, including 21 companies that have adopted since May of this year. The newest adopters include Avid, Bertelsmann Broadband, BillP Studios, CTV.Net Ltd, Deutsche Telekom,

DiviCom, FAST Multimedia AG, iXL, Maginet Corporation, MONKEYrnedia, Inc., Nokia, Pace Micro Technology PLC, Peach Networks, R/GA Broadband, Scripps Network, Sonic Solutions, Spyglass, Inc., Telecruz Technology, Inc., Telewest Communications, Two Way TV Ltd. And Unique Vacations.

Enhanced Content to Create New Business Opportunities

For content providers, transport service providers and receiver rnanufacturers, ATVEF-compliant content is anticipated to create new business opportunities.

"Adding enhanced content to TV prograrnrning and commercials opens up a wide range of new business models," notes interactive analyst Gary Arlen, president of Arlen Communications Inc., a Bethesda, Maryland, research firm. "For the first time, advertisers can supplement their linear video commercials with detailed or customized inforrnation and even enable viewers to order on the spot.

"At the same tirne, advertisers can leverage their existing Web sites by combining them with enhanced advertising, and programmers can develop enriched content that draws new viewers, while retaining old ones," Arlen continued.

Examples of enhanced content include the addition of player information and statistics to sports prograrns; more detailed pictorial and text information, such as rnaps and biographies, to supplement news coverage; interactive content that enhances educational and entertainment value of prograrns; and the ability to order online goods and services featured in programming.

About ATVEF

The Forum has 14 founding members and more than 60 adopters globally, representing broadcast and cable networks, television stations, cable and satellite service providers, consumer electronics and PC and software vendors. The specification and more inforrnation about the Forum are available at www.atvef.com. Additional information on recent ATVEF founder and adopter announcernents is available at www.atvef.com/press/news.html.

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For more information about ATVEF:

Web Site: http://www.atvef.com