CAB And DDS Announce Successful Results From E-Business Initiative

-- Universal McCann and A&E Television Networks Spearhead National Test --

-- Live Electronic Changes Sent Between Agency and Network --

New York, NY – April 11, 2007 – The E-Business initiative led by the Cabletelevision Advertising Bureau (CAB) today announced that live electronic changes to a media buy have now been made successfully between a national agency and a cable network through a new platform created by Donovan Data Systems (DDS). The first successful deployment of the system by Universal McCann (UM) and A&E Television Networks (AETN) allows adjustments to be transmitted electronically between existing agency and network platforms. The new functionality is the result of a long-term collaborative effort that included members of the agency community, cable networks, DDS and the CAB.

“We believe the success of this test signals a new era of sustained electronic transactions between cable networks and agencies,” said Danielle DeLauro, Vice President Sales and Marketing for the CAB. “The positive results of this effort are now crystallized and we’re expanding to other agencies and networks that have been involved from the start.”

UM and AETN spearheaded the first seamless integration between buyer and seller allowing for free-flowing adjustments to be completed in a secure electronic environment. The live test between UM and AETN took place during the first quarter of 2007.

“We are thrilled to participate in this initiative that benefits the entire industry,” said Michael Donovan, Chairman, DDS. “Cable networks have always been in the vanguard of eBusiness processing. Our tests show that our new application that processes electronic changes will have a significant impact on agency efficiency, especially in discrepancy resolution and in eliminating input and transcription errors.” he added.

The new change application works as an enhanced version of DDS’ Steward application, the leading network cable buying tool in the industry. Additionally, DDS is working on having future versions of the application operate on open standard XML language.

"We were delighted to partner with Universal McCann, the CAB and DDS on this successful test launch, said Mel Berning, Executive Vice President, Ad Sales, AETN. All of us at AETN are committed to finding creative solutions to utilize the latest in technology to help manage and guide our business to achieve the maximum results for our clients. Improving the process for stewarding clients' inventory, trafficking and billing will only enable agencies and advertisers to work more efficiently with cable and improve their own operational efficiency. I think this is a huge step forward."

“With the UM Systems Group leading the way on our behalf, we were happy to work with our partners and be among the first to invest resources against this precedent setting effort,” said Donna Wolfe, Chief Negotiation Officer for Universal McCann. “The industry standard has now been raised.”

The test program will now be expanded to include agencies MPG, MindShare, Initiative, Maxus, Carat and Mediaedge:cia, who will partner with programmers Discovery Networks, ESPN Networks, Lifetime Networks, MTV Networks, Turner Networks, Oxygen and Comcast Networks.

About AETN
A&E Television Networks (AETN) a joint venture of The Hearst Corporation, ABC, Inc. and NBC Universal, is an award-winning, international media company offering consumers a diverse communications environment ranging from television programming, to home videos/DVDs and music CDs, to Web sites, as well as supporting nationwide educational initiatives. AETN is comprised of A&E Network®, The History Channel®, History International™, The Biography Channel®, The History Channel en español™, Military History Channel™, Crime & Investigation Network™, A&E HD™, AETN International, and AETN Consumer Products.

About CAB
Founded in 1980, the Cabletelevision Advertising Bureau is a television advertising advocacy group dedicated to providing advertisers and their agencies with the most current, complete and actionable media insights at the national, DMA and local levels.

About DDS
Donovan Data Systems (DDS) is the leading systems and software provider to the advertising industry. It offers an exceptional range of business solutions that bring operating efficiencies to media agencies and marketing services companies. Each day DDS processes millions of transactions, supporting advertising agencies, media specialists, broadcasting sales companies, advertisers, PR firms and recruitment and direct response agencies around the world. DDS has remained at the forefront of the advertising industry for 40 years with its unequalled service and support, innovative technology and long-term commitment to eBusiness.

About Universal McCann Universal McCann (www.universalmccann.com) is dedicated to delivering sustainable communications solutions through engagement innovation and accountable creativity for clients including Bacardi, Coca-Cola, Exxon-Mobil, Intel, Johnson & Johnson, L’Oreal, MasterCard, Microsoft and Sony. Universal McCann was recognized as Media Agency of the Year at the 2006 Cannes international Advertising Festival and is recognized as a top-ten global media network. Universal McCann has 72 offices in 44 countries and approximately 2,800 employees worldwide.

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Media Contacts




Shari Ingerman (DDS)
212-633-5019
shari.ingerman@dds.net
Michael Feeney (AETN)
212-210-1328
michael.feeney@aetn.com
Charlotte Fox (UM)
646-865-3481
charlotte.fox@universalmccann.com

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