Playcast Media Launches Console-Free Games-on-Demand Service for Cable Television

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Playcast Media announced today the launch of a large-scale Games-on-Demand pilot program enabling pay-tv subscribers to play their favorite video games directly from their existing cable television set-top box without a gaming console. The launch of the Playcast Games-on-Demand service pilot positions Playcast Media as the only live and deployed service of its kind on cable television.

Playcast Media , a new company providing complete gaming service solutions for Cable and IPTV operators, announced the launch of a large-scale Games-on-Demand pilot program with Israel's cable network, Hot. For the first time in pay-tv history viewers will be able to play their favorite video games directly from their existing cable television set-top box without a gaming console. The launch of the Playcast Games-on-Demand service concludes 4 years of development and positions Playcast Media as the only live and deployed service of its kind on cable television.

The Playcast Media Games-on-Demand pilot allows Hot Cable TV viewers to play modern, high-end video games on their existing set-top box, using a game pad or controller, without lags or latency. Playcast's system uses a proprietary new technology to deliver PlayStation 3 and Xbox 360 quality games, on demand, to ordinary cable or telco set-top boxes via standard cable telephone lines. This field proven technology uses ultra high-speed processing to handle off-the-shelf games and distribute the game's audio/ visual output as digital video.

"The Playcast Media services pilot proves the viability of this type of on-demand service and brings to fruition the vision of TV Games-on-Demand, enabling new growth opportunities for game publishers and TV operators with minimum investment, as well as an affordable gaming experience to hundreds of millions of cable and IPTV subscribers around the world," said Guy De Beer, CEO of Playcast.

The objective of this comprehensive trial, or pilot, is to beta test the Playcast Media system at full capacity on a live cable network, while getting important user feedback on the portal UI (user interface) and the groundbreaking gaming experience. The Playcast Media Games-on-Demand service will be followed by a full operational rollout of the service in Israel at the end of the pilot period.

Playcast Media is a complete gaming service solution for Cable and IPTV operators, and brings next-generation IP owners to hundreds of millions of connected households, with the ease of already established billing customer care and support systems through the cable operators.

Playcast Media allows for seamless integration between TV and games, bringing new business opportunities for publishers, broadcasters and advertisers. In addition to the pilot launch in Israel, Playcast Media is engaged in advanced evaluation phases with the world's leading Cable and IPTV operators, and expects to reach major markets in the US, Europe and Asia during 2009 and 2010.

About Playcast

Playcast Media is a privately held, start-up company based in Israel and London, UK. Playcast Media was founded by Guy De Beer, a telecom and Cable veteran, previously head of Harmonic's VOD product lines and Dr. Nathan Peterfreund, previously the principal scientist in Harmonic [NASDAQ: HLIT], and one of the authors of the acclaimed H.264 compression standard. Earlier this year Alon Shtruzman, a seasoned media executive, who held senior positions at Fox international channels joined Playcast as COO. For more information, please visit http://www.playcast-media.com.

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