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MindMatics Powers Live, Dynamic TBS Interactive Game Show; Company to Enable Real-Time Viewer Participation Via Toll Numbers and Text Messaging for Show Produced By Endemol USA

Posted on: Monday, 28 August 2006, 12:00 CDT

MindMatics, a global leader in the development and implementation of mobile services, today announced it is managing the interactive components of the new live participation TV show, "Midnight Money Madness," produced by Endemol USA through their Digital Media Group. Set for an August 28 launch on TBS, the two-hour show will air Monday through Thursday at midnight on both the east and west coasts. MindMatics will power the premium text message and premium call-in components. The live interactive show format is a smash hit for Endemol overseas, but "Midnight Money Madness" marks the first time the company is bringing this interactive television experience to viewers in the United States.

MindMatics will provide a cross-carrier SMS platform, enabling all viewers to take advantage of the mobile component, regardless of their provider. The company will also enable the 900-style fixed-line and Internet formats. In order to participate, viewers must first register their phone numbers via one of the three methods. Once registration is complete, they will be entered for a chance to play live on the air. Viewers who register via text message or premium call will receive show-branded content on their mobile phones throughout the live broadcast.

"With Endemol producing this format in 22 countries worldwide to phenomenal success, it made sense for Endemol USA to bring such a fun and unique interactive experience to viewers here," said Jon Vlassopulos, Vice President, New Media and Business Development, Endemol USA. "MindMatics has a strong track record in interactive programming, and it has the skills to get the technical side of this done. We're delighted to be bringing such an innovative experience to American viewers."

"Call TV has continued to grow in popularity around the world, so we're pleased to be working with Endemol USA on such a ground-breaking, next-generation quiz show for the U.S. market," said Kai Buehler, General Manager of the MindMatics Los Angeles office. "As we've seen with other Endemol successes, the play-at-home format really resonates well with American viewers. We are anticipating a very positive response to what we're offering with 'Midnight Money Madness.'"

"Midnight Money Madness" begins on Monday, August 28, at midnight. It will air on the TBS network via two separate live shows for both east and west coasts. To learn more about the show, visit http://www.tbs.com/shows/midnightmoneymadness/

About MindMatics LLC

MindMatics is a global leader in the development and implementation of mobile services and iTV-applications. As a full-service mobile solutions partner, MindMatics helps brands, TV networks, major studios and content providers successfully interact with the "Generation M" through various technologies in order to generate revenues, billings and realize new marketing potential. Clients include Disney, MTV, ABC, NBC Universal, Pro7, SonyPictures, New Line Cinema and Endemol. MindMatics currently employs a staff of 130 and has offices in Munich, Cologne, Vienna, London, New York and Los Angeles.

About Endemol USA

Endemol USA is a leading producer of television programming specializing in reality and non-scripted genres for network and cable television. The company produces the break-out hits Deal or No Deal, Extreme Makeover: Home Edition, Fear Factor and Big Brother. Endemol USA also produces extensive content and editorial services to support online and wireless platforms.

Endemol USA is a division of Endemol Holding, a prominent international content developer, producer and distributor of television and online programming. The company, headquartered in the Netherlands, has subsidiaries and joint ventures in twenty-one countries, including the major European markets, the U.S., South Africa, Argentina, Brazil, Mexico and Australia. Endemol Entertainment is a fully owned subsidiary of telecommunications giant Telefonica S.A., one of the largest companies in Spain.

Source: Business Wire

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