Interactive Television Leader BIAP Launches New Brand Identity; Changes Name to FourthWall Media

Interactive Television Leader BIAP Launches New Brand Identity; Changes Name to FourthWall Media

Brand Focuses on Breaking through "Fourth Wall" to Connect Advertisers and Programmers with TV Audience Patent Awarded for Consumer Customization of Interactive TV

PLANO, Texas, Oct. 22 /PRNewswire/ -- BIAP, Inc., the leading provider of interactive television and advanced advertising solutions, today announced that the company is launching a new brand identity and changing its name to FourthWall Media. The brand derives from the company's focus on breaking through the "fourth wall" -- the invisible barrier that stands between a TV audience, and programmers and advertisers. The new name, logo and brand identity can be seen at the company's new web site, www.fourthwallmedia.tv, as well as at next week's SCTE show in Denver.

"Our company has played a pivotal role in the growth and development of interactive television, advanced advertising and the advancement of critical industry specifications with the first deployed EBIF platform," explained Tim Peters, CEO of FourthWall Media. "Now, as the market moves from theory to scale, it is important that our brand accurately captures what we do: break through barriers that stand between television audiences and the advertisers and programmers who need to reach them."

Peters noted that the name change does not reflect any change in the company's business focus, operations or ownership.

"The era of talking at viewers is rapidly evolving into the era of talking with viewers," explained Ellen Dudar, Chief Product Officer, FourthWall Media. "Programmers and advertisers must break through the 'fourth wall' and strike up conversations with their audiences. FourthWall Media provides the advertising, programming and technology engine of this rapidly evolving ecosystem to deliver creative solutions for audience engagement and measurement."

FourthWall Media has established a strong track record for delivering rich interactive services to nearly 25 million set-top boxes, across multiple platforms, operators, products and geographies. The company's partners are among the largest and most influential in the industry at every level, and include Time Warner Cable, DISH Network and several other operators. FourthWall also collaborates with major consumer brands such as eBay and NBC Olympics to develop compelling interactive program content. This experience is unparalleled in the industry and gives the company and its partners a competitive edge.

Much More than Technology

Peters explained that FourthWall Media is focused on leveraging its strong technology to unleash a creative revolution in interactive TV.

"While we have robust, comprehensive EBIF technology and applications, it is our creativity and vision that are most important to driving an explosion of new advertising and programming concepts," he said. "It's our goal to be seen as the leader of the interactive television industry by delivering on-screen content that delights the consumer, generates revenue for operators and programmers and delivers valuable audiences to advertisers."

FourthWall Media also said that the company has recently been awarded a new patent for a method of customizing interactive television. The solution enables consumers to set personal preferences for the information an application displays on screen, and has been in use in a variety of applications from FourthWall Media since 2003.

FourthWall said the company will be making a number of significant announcements before the end of the year that clearly demonstrate its progress and impact on interactive TV and advanced advertising.

About FourthWall Media

FourthWall Media, formerly known as BIAP, is an Emmy-nominated media company driving the creative revolution in interactive television through solutions that break through the 'fourth wall' to engage audiences, extend subscriber loyalty and deliver detailed measurement and reporting. The company's EBIF solutions include the Ad Widgets® end-to-end advertising system, TV Widgets® applications such as eBay on TV, Fantasy Football and Yellow Pages on TV; and a technology platform for Cisco/Scientific Atlanta, Motorola and tru2way set-top boxes. FourthWall Media products and technology are distributed by Time Warner Cable, DISH Network, and several other MSOs, and have been deployed in over 24 million set-top boxes. Learn more at www.fourthwallmedia.tv

Source: FourthWall Media

CONTACT: Tom Faust of Stanton Public Relations & Marketing,
+1-646-502-3513, TFaust@StantonPRM.com; or Ellen Cooper of EC Consulting,
+1-646-419-0006, ellencooper@aol.com, both for FourthWall Media

Web Site: http://www.fourthwallmedia.tv/

-------
Profile: intent