Breakthrough Technology Measures Impact of Advertising on Brain

Cyberworks TVR Inc today announced the release of the first brain monitoring technology which measures the impact of audio-visual content such as commercials on long term memory. Determining the potential long term impact of advertising on the memory of a target audience before launching an expensive media campaign has until now been the elusive holy grail of the half trillion dollar a year advertising industry.

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Contact:
Vivek Burhanpurkar
President, Cyberworks TVR Inc.
www.CyberworksTVR.com
Vivek@CyberworksTVR.com
705.323.5055

Breakthrough Technology Measures Impact of Advertising on Brain

Shanty Bay, Ontario Canada. -- March 21, 2003 -- Cyberworks TVR Inc today announced the release of the first brain monitoring technology which measures the impact of audio-visual content such as commercials on long term memory. The low cost portable biomedical device dubbed MIANeuroScan" (for Media Impact Analysis) measures memory directly at the cellular neuronal level within the brain and determines the certainty with which a commercial is likely to affect future recall as compared with competitive commercials. Determining the potential long term impact of advertising on the memory of a target audience before launching an expensive media campaign has until now been the elusive holy grail of the half trillion dollar a year advertising industry. The technology can also be applied to determining the impact of other forms of media such as television pilots, music videos, radio and print advertising and educational content.

Unlike other subjective techniques such as the use of focus groups, the new technology fully takes into account the impact of elements of which the viewer may not be consciously aware as well as personal bias. Although existing techniques such as MRI scans or focus groups may be able to indicate whether viewers consciously like or dislike" a commercial, they are unable to determine the true physiological depth of subconscious penetration of the information into long term memory.

The technology was invented by Dr. James Clifford, a former chief neurophysiologist and Director of Science at NASA in the United States. Said Dr. Clifford, MIANeuroScan has also been used in leading American university hospitals for neurological research and is ideally suited for the assessment of cognitive disorders such as Alzheimers disease, Traumatic Brain Injury, Stroke, Learning Disorders and other neurological impairments. It is the only technology which measures memory and cognition directly."

The company states that using the new technology, advertising agencies can pre-screen various ad concepts in order to determine the most effective campaign, or can determine to what extent a new ad is more effective at registering into long term memory than a competitors current ad; thereby facilitating a dramatic improvement in competitive positioning and allowing for content optimization to maximize memory penetration. Said Mr. Burhanpurkar, CEO of Cyberworks TVR Inc, MIANeuroScan is well positioned to become the de-facto standard by which the unbiased, objective, comparative effectiveness of pre-launch media campaigns and entertainment content are assessed and by which clients are assured of the objectively certified superiority of new material compared with existing or competitive material."

ABOUT CYBERWORKS TVR INC.
Cyberworks TVR Inc is part of a group of privately held technology companies involved in pioneering medical devices, stroke research, applied rehabilitation services, medical human resources and early stage technology management services since 1980.

For information: http://www.CyberworksTVR.com or
Contact: Vivek@CyberworksTVR.com
Phone: 705.323.5055
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