ExtendMedia's OpenCASE Now Powering NBC Direct

Market Wire, February, 2008

ExtendMedia Corporation, a provider of digital content services software, successfully launched phase one of NBC Direct, NBC.com's new online video service. The latest version of ExtendMedia OpenCASE(TM) powers the complete delivery of NBC's free, ad-supported television programming downloads, and provides a higher quality video experience -- catering to consumers' on-demand, desktop-centric, viewing habits.

ExtendMedia's software offers NBC unrivaled flexibility and versatility to create, control and securely deliver high-quality digital media content in a paid media or ad-supported format. This approach further expands NBC's content distribution and creates increased opportunities for advertisers to reach a new generation of consumers who choose to view premium content via their PC.

"The media industry is continuously changing, but the one constant is that viewers want to control how, when and where they get their content," said Vivi Zigler, executive vice president, NBC Digital Entertainment. "NBC Direct provides another platform for fans to enjoy NBC entertainment directly from their desktops. Our partnership with ExtendMedia has given us the ability to deliver higher quality, premium television content."

NBC Direct used OpenCASE(TM) to rapidly deploy an end-to-end digital content service, including modules for automated asset management workflow, metadata management, DRM, encoding, publishing and distribution. Additionally, ExtendMedia's AdBridge(TM) manages the playback of advertisements and campaigns within the video player.

"The shift of advertising dollars and consumer viewing habits from television to the Internet is changing the market dynamic for broadband video," said Keith Kocho, founder, ExtendMedia. "By offering free premium TV content on the Web, NBC is taking advantage of the limitless opportunities provided by online content delivery and generating more revenue for advertisers. As shown by NBC Direct's strong adoption rate, consumers crave free, premium online video. Having been there from concept to beta and watching the service grow, we are confident phase two will bring further success for NBC Direct and value to its users."

About ExtendMedia Corporation

ExtendMedia's digital content service delivery platform offers unrivaled flexibility and versatility to create, control and securely deliver high-quality digital media content across broadband, TV and mobile devices in both paid media and ad-supported formats. Headquartered in Boston, Mass., ExtendMedia powers initiatives for innovative communications and media companies including: Bell Canada, Cablevision, ClickStar, Hewlett Packard, NBC, Nelvana Entertainment and SHOWTIME. For more information, please visit us at http://www.extend.com

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CONTACTS: Kim Pegnato BluePoint Venture Marketing for ExtendMedia 781-861-7800 Email Contact Jordy Koski ExtendMedia 416-535-4222 x2318 Email Contact