Music Choice(R) Joins Forces With never.no for

SWRV(TM), the New Interactive Music Video Network
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Music Choice(R) Joins Forces With never.no for SWRV(TM), the New Interactive Music Video Network

OSLO, Norway, April 12, 2010/PRNewswire/ -- never.no today announced that its Interactivity Suite is a key technology
component of SWRV(TM), a 24/7 interactive music video network launched this
year by Music Choice(R). SWRV features an expanding portfolio of interactive
shows that offers viewers the opportunity to submit content, vote for and
rate videos, and even take over an entire programming block. Viewers can
participate by sending text, photos, and video, either using their mobile
phones or by going online at http://www.swrv.tv.

VIDEO: Follow the link for a special behind the scenes look at the Music
Choice SWRV project - http://www.never.no/music-choice-video-case-study/

"With SWRV, Music Choice has taken dynamic scheduling and playout based
on user interaction to a level never before seen in broadcasting," said Stu
Farber, Music Choice vice president of engineering, operations, and
information technology. "The technical considerations were extremely complex
and ambitious, and we took very seriously the task of finding the right
partner to help us. In the end, we determined that never.no's Interactivity
Suite was the best selection, based on its ability to combine the power,
flexibility, and reliability we needed to make SWRV a reality."

Based in the United States, Music Choice is an award-winning,
multiplatform video and music network. In partnership with Cox
Communications, Music Choice is making SWRV available to Cox Digital Cable
customers on Channel 900 in New England and Virginia. All Cox broadband
subscribers nationwide can stream the network live at http://www.swrv.tv. In
the coming months, SWRV will continue to be rolled out by multiple providers
to millions of homes nationwide.

Key to Music Choice's selection of the never.no Interactivity Suite for
SWRV was its Dynamic Content Scheduler (DCS), an advanced tool for
configuring, deploying, and scheduling interactive automated TV graphics.

Within the context of SWRV's floating dynamic schedule, the Interactivity
Suite performs a complicated array of tasks, including scheduling content
based on voting results and handling user-submitted text, images, and various
types of metadata-to-screen by effecting control of broadcast equipment like
video servers and graphics systems. In addition, Interactivity Suite manages
dynamic video squeeze-back and automatically controls audio volume for
parallel video signals. Many of these features are broadcast-industry firsts.

"Music Choice had a bold and ambitious agenda - the creation of a music
network with unprecedented options for viewer engagement," said Lars
Lauritzsen, president and CEO of never.no. "In order to fulfill this dream,
our technology had to satisfy the demands of a fully automated, 24/7/365
operation. We believe the successful launch of SWRV represents the advent of
a new and promising era for Music Choice, for interactive television, and for
never.no."

never.no is a technology company that connects broadcasters, brands,
outdoor media owners, and digital screen networks with online and mobile
consumers by means of a unique and sophisticated interactive video platform
that modifies the video stream based on live, user-submitted opinions and
content. The company's Interactivity Suite is an array of software
applications that together empower participation television by enabling
viewers both to influence a broadcast in real time, and to interact with one
another and the world.

More information about never.no products is available at
http://www.never.no or by phone at +47-22-01-66-20.

About Music Choice

Music Choice, the award-winning, multiplatform video and music network,
delivers its music programming to millions of consumers nationwide through
their televisions, computers, and cell phones. Music Choice programs dozens
of uninterrupted music channels; produces Music Choice Originals that feature
today's hottest established and emerging artists; and offers thousands of
music videos. Music Choice is a partnership among subsidiaries of Microsoft
Corporation, Motorola, Inc., Sony Corporation of America, EMI Music, and
several leading U.S. cable providers: Comcast Cable Communications, Cox
Communications, and Time Warner Cable. Music Choice(R) is a registered
trademark of Music Choice. More information about Music Choice is available
at http://musicchoice.com or contact Josefa Paganuzzi by phone at
+1-646-459-3357 or via e-mail at jpaganuzzi@musicchoice.com

About never.no

never.no's award-winning interactive technology connects broadcasters,
brands, outdoor media owners, and digital screen networks with online and
mobile consumers. By dynamically modifying playout, schedules, and graphics
based on viewer-generated or other internal and external inputs, the
Interactivity Suite is ideal for the converging digital media market. The
versatile never.no product suite works with traditional TV, Web TV, IPTV,
digital signage, and mobile platforms. never.no technology powers a variety
of high-profile interactive formats, including entire TV channels. In
operation since 1999, never.no has data centers in Oslo, Norway; Los Angeles;
and Dubai; and a global customer base including top brands such as Active
Loop Television, Aspiro, CTVGlobeMedia, Etisalat, Music Choice, MyThum
Interactive, Rubicon TV, TV Norge, TV2, and Viasat. More information about
never.no products is available at http://www.never.no.

All trademarks appearing herein are the property of their respective
owners.

Visit never.no at 2010 NAB Show, Stand SL7427

VIDEO: Follow the link for a special behind the scenes look at the Music
Choice SWRV project - http://www.never.no/music-choice-video-case-study/

Photo Link: http://www.wallstcom.com/neverno/SWRV.zip

Agency Contact: never.no Contact:
Marguerite Clark Lars Lauritzsen
Wall Street Communications CEO
Tel: +33-1-45-25-36-91 Tel: +47-22-01-66-20
E-mail: marguerite@wallstcom.com E-mail: lars@never.no

Source: never.no

Agency Contact: Marguerite Clark, Wall Street Communications, Tel: +33-1-45-25-36-91, E-mail: marguerite@wallstcom.com; never.no Contact: Lars Lauritzsen, CEO, Tel: +47-22-01-66-20, E-mail: lars@never.no

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