Alcatel-Lucent Accelerates the Deployment of Interactive TV and Advertising Services for Cable TV

Alcatel-Lucent Accelerates the Deployment of Interactive TV and Advertising Services for Cable TV

WASHINGTON, D.C., April 1/PRNewswire-FirstCall/ -- At The Cable Show today, Alcatel-Lucent (Euronext Paris and NYSE: ALU)
took the next step in enriching and personalizing the cable TV experience by
announcing that its popular Interactive Media Manager (IMM) now supports the
two main standards-based platforms in the cable industry, EBIF and
tru2way(TM) technologies.

With IMM, cable operators, content providers and media
agencies can now quickly create new interactive TV applications such as
enhanced TV (voting, competitions and polls) or interactive advertisement to
augment the broadcast experience and to offer the TV viewer a real
interactive and personal TV experience. This allows users to engage with the
content and brand of their choice via interactivity enabled by the IMM.

Alcatel-Lucent's Bell Labs is developing a wide range of
enhanced interactive applications that provide mobile, call back and other
digital media redemption capabilities to the brands and advertisers. This
combined with the power of IMM will ensure the increased success of EBIF and
Tru2way in this growing industry.

"This is an excellent opportunity for Alcatel-Lucent to
provide its wealth of knowledge and experience in building and delivering
interactive solutions to the cable industry," said Mark Janes, vice president
of Alcatel-Lucent's Digital Media and Advertising activities. "Cable
operators, content producers and agencies using Alcatel-Lucent's IMM solution
will be able to quickly adapt to their viewer's fast changing needs thanks to
the huge flexibility and scalability of our solution's design, build and
template-based architecture."

"What makes the IMM unique is its open standards approach,
complementing and working with existing parts of the value chain to deliver
interactivity. Its easy to use, intuitive, web-based tools are ideal for
editors, producers, and agencies to design, create, publish and manage
interactive TV services as often as they desire", Mark Janes added.

By providing a design/authoring environment together with a
comprehensive set of templates and functionality, the IMM enables the
creation and management of unlimited interactive applications for multiple
platforms and devices. This makes it possible to write an application once
that can be deployed many times, giving the content providers and media
agencies a simplified creation and management environment so that they can
focus on their core expertise and do not have to worry about the technical
capabilities of the actual interactive digital TV platform.

About EBIF and Tru2way

EBIF is designed to work with legacy set-top boxes reaching
millions of homes with existing digital cable TV services. Tru2way is a
technology that is a full OpenCable environment and is the next evolution of
cable TV with even more advanced interactive TV services. Cable operators
that have announced support for the tru2way platform represent about 80% of
all US cable subscribers.

About the Alcatel-Lucent 5930 Interactive Media Manager

The Alcatel-Lucent 5930 Interactive Media Manager enables
subscribers to interact with the brands they care about in compelling new
ways across multiple platforms, including mobile, PC, IPTV, as well as
digital satellite, cable and terrestrial. Employing a complete design, build
and publishing tool set together with pre-tested, intuitive, web-based
templates, it enables content providers to easily and affordably design,
create and manage interactive TV applications such as voting, enhanced TV and
interactive advertising to reach consumers in new ways while also providing
subscribers with a more personalized TV experience.

The IMM delivers a broad set of tools that gives full control
of application design, service creation and on-going management to
interactive services. The IMM strategy is to accelerate the deployment cycle
while reducing the internal development costs. Additionally, the IMM is
designed to support the television operator's delivery of comprehensive
service offerings with its multi-platform publishing capabilities delivering
content to the many devices their subscriber may have. This is done via a
centralized hub that delivers the same capabilities to TV, Internet and
Mobile subscribers.

For more information please visit:
http://www1.alcatel-lucent.com/products/productsummary.jsp?productNumber=tcm%
3A228-1368951635

(Due to the length of this URL, it may be necessary to copy and paste
this hyperlink into your Internet browser's URL address field. Remove the
space if one exists.)

About Alcatel-Lucent

Alcatel-Lucent (Euronext Paris and NYSE: ALU) is the trusted
partner of service providers, enterprises and governments worldwide,
providing solutions that to deliver voice, data and video communication
services to end-users. A leader in fixed, mobile and converged broadband
networking, IP technologies, applications and services, Alcatel-Lucent
leverages the unrivalled technical and scientific expertise of Bell Labs, one
of the largest innovation powerhouses in the communications industry. With
operations in more than 130 countries and the most experienced global
services organization in the industry, Alcatel-Lucent is a local partner with
a global reach. Alcatel-Lucent achieved revenues of Euro 16.98 billion in
2008 and is incorporated in France, with executive offices located in Paris.
For more information, visit Alcatel-Lucent on the Internet:
http://www.alcatel-lucent.com

Source: Alcatel-Lucent

Alcatel-Lucent Press Contacts: Regine Coqueran, Tel: +33(0)1-40-76-49-24, regine.coqueran@alcatel-lucent.com; Leonard Pesheck, Tel: +1-630-713-6437, pesheck@alcatel-Lucent.com. Alcatel-Lucent Investor Relations: Remi Thomas, Tel: +33(0)1-40-76-50-61, remi.thomas@alcatel-lucent.com; Tom Bevilacqua, Tel: +1-908-582-7998, bevilacqua@alcatel-lucent.com; Tony Lucido, Tel: +33(0)1-40-76-49-80, alucido@alcatel-lucent.com; Don Sweeney, Tel: +1-908-582-6153, dsweeney@alcatel-lucent.com.

-------
Profile: intent