The Filter, a Unique Discovery Portal, Set to Launch June 3rd

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Music legend & digital media pioneer Peter Gabriel behind revolutionary technology that reduces Internet clutter & delivers customized content.

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The first freedom the Internet brought was the possibility of access to any content, at any time, or anywhere

The Filter, a personalized content filtering system, today announced its official launch at http://www.thefilter.com to better customize the online discovery experience. The Filter, which was the vision of music legend and technology pioneer Peter Gabriel, provides a holistic approach to filtering out irrelevant content and filtering in content across entertainment media, including music, film, news and web video that reflects an individual's tastes and moods through unique algorithms.

"The first freedom the Internet brought was the possibility of access to any content, at any time, or anywhere," said Peter Gabriel, the music industry legend whose digital prowess has led to some of the foremost online media solutions. "Now that many of us are drowning in choice, we need good tools to help us make smart decisions. Traditionally, we have had help from people who are more knowledgeable than ourselves, or whose taste we trust, and today we have expert systems to help guide us. The Filter integrates the best of both approaches, man and machine, and takes data learned in one area to help guide in another. For example, data about musical taste can help produce better selections in film, or someone else's tastes - friend, celebrity, whatever - can be mashed up with your own to provide new and interesting discoveries. As well as being fantastically useful, this thing is real fun too."

Beginning today, users who visit The Filter (and undertake a brief taste profiling exercise) will receive a daily homepage of music, film, and web video recommendations, all personalized to them. Further usage of the site will give more evidence to The Filter, and improve further the levels of personalization. There are also dynamic filters which allow the user to discover more music and movie content that they will like, based on factors such as familiarity or era. Users will therefore be able to build their digital libraries based on The Filter's interpretation of their tastes and moods. Embracing the movement towards data portability, the site also encourages the user to import their online profiles from other relevant sites, such as Last.fm or Flixster, to gain even more evidence about their entertainment tastes.

"We are leaving the era of contextual search and entering the era of personalized filtering," said David Maher Roberts, CEO of The Filter. "It's like the last few years have been all about digitizing the supply of content, and now we need a smart tool to figure out demand in a digital world where everything is available to any one at any time. The Filter is that smart tool."

The Filter will also be part of a social network that enables customers to utilize another user's tastes to make recommendations in genres that they are less familiar with, for the benefit of exploration outside one's comfort zone. In time, users will also be able to mash up their tastes with other users to deliver new, hybrid recommendations.

The Filter's core is a recommendation and discovery engine derived from a branch of Artificial Intelligence, called Bayesian mathematics. When The Filter's engine is supplied with one or more items of interest, such as a song, actor, movie or web video, it delivers a pick-list of items that are statistically relevant by order of probability. The Filter is unlike most tools, however, that simply render a raw pick-list of recommendations. Instead, the pick-list is fed through a number of filters to deliver the customized recommendations. The Filter then incorporates simple filters to bias results by personal taste, popularity, era, or genre. More complex filters can also be applied to capture mood, the influence of friends, third party experts or reviewers. In addition to the website, the Filter's algorithms can be employed by existing media companies to enhance their filtering and recommendation systems.

About The Filter
The Filter is a personalized content filtering system that aggregates entertainment and information and connects users to content that reflects their tastes and moods. The developers behind The Filter are world leading British software company Exabre. They are backed by high profile investors, including Peter Gabriel's Real World Group and Eden Ventures.

The Filter has been downloaded in 164 countries. Its database currently includes over 5m songs, 330k movies and more than 50m individual purchases and playlists.

The Filter works by using Bayesian mathematics. It was developed by Martin Hopkins, a physicist who was struggling to manage his growing digital music collection.

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Courtney Greenberg
Dan Klores Communications
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