Los Angeles — Leading digital media agency DNA Studio and interactive broadcast software provider Rotor (www.rotor.net) announced today that they have signed a year-long commitment to develop interactive Webcasts and special online events for entertainment industry clients. DNA Studio will use Rotor's interactive broadcast production and distribution platform to create a series of live events in which Internet audiences can actively participate and interact with branded entertainment properties such as Universal Studios' "Jurassic Park Institute" and celebrities such as Michael J. Fox.

The strategic partnership with Rotor will enable DNA Studio to bring interactive programs to mass Internet audiences in a format that could not be created in any other medium. Viewers will experience the excitement of guiding a show's content by interacting in real-time with the featured talent, including animated characters.

"Internet audiences will be able to engage more fully with our clients' popular entertainment properties in fresh ways that build enthusiasm and reinforce fan loyalty," said John Moshay, co-founder and chief executive officer of DNA Studio. "Rotor's highly participatory Webcasts will help set our clients apart from other kinds of entertainment on the Internet. We see these kinds of interactive events as a powerful new medium for extending brand awareness online."

New Revenue Models for Online Programming

Major entertainment firms are increasingly embracing Rotor's technology to develop a new form of highly participatory, interactive online programming. Rotor's software platform enables premium content providers to easily develop interactive programs and reliably reach mass Internet audiences, while providing show producers with the tools to communicate directly with the live audience and manage viewer input on the fly. The Rotor platform has also been used by the WB Network, Sony Pictures Family Entertainment, ZDTV, and CNET. Stan Lee Media and Turner Entertainment Group have also announced deals with Rotor to develop interactive programs.

"DNA understands how to help its clients create cutting-edge online content that attracts and retains Internet viewers, bringing the audience into the core of the project and giving them a bigger stake in the action, "said David Goldhill, CEO of Rotor. "Entertainment companies like Universal are expanding how they interact with their fans online by adopting this new participatory medium. The Rotor System leverages strengths of the Internet such as the capability of having live, mass participation-based events that help an audience mold and create the content of the programming to fit its interests."

According to research firm Digital Broadcast and Programming, viewer times for narrowband streaming-only Webcasts have struggled to break the eight-minute barrier. In contrast, Rotor's viewer participation model differs from conventional streaming-only Webcasts by presenting multiple interactive elements that keep viewers actively engaged for longer, sustained periods of time.

By combining live talk-back and viewer feedback features, real-time audience polling, integrated chat rooms, and Web surfing with live audio/video feeds, Rotor is able to make Internet programs work more like traditional media models, where audiences stay engaged for 30-60 minute periods. The entertainment industry is increasingly adopting Rotor's platform as a way to reach Internet audiences with original programs and extend bra^ded entertainment properties to this new medium.

About DNA Studio

Award-winning DNA Studio, with offices in Los Angeles and New York, is one of the entertainment industry's top companies for digital media and marketing solutions. DNA is a full-service agency integrating proven strategies with innovative, rich media solutions to create both traditional and non-traditional online marketing campaigns and original content. Implementing next-generation technologies like VR environments and on-demand digital audio and animation, along with innovative use of streaming media, Shockwave and Flash, DNA Studio generates extensive digital marketing solutions. Some of DNA's clients include Twentieth Century Fox Studios, Paramount Pictures, Sony Pictures Entertainment, MGM, Fox Searchlight, Nickelodeon, Paramount Television, Maverick Records, Sony Music, Atlantic Records, Henson and Warner Bros. The DNA Studio Web site can be found at www.dnastudio.com.

About Rotor

Based in Los Angeles, Rotor develops and markets the Rotor System, a new groundbreaking service that allows for the creation and large-scale distribution of live, online, interactive broadcasts. By enabling viewers to actively influence and participate in programs, Rotor's service will stimulate the development of a broad range of new entertainment opportunities and audiences on the Internet. For more information and live demonstrations, visit www.rotor.net.