News Item: Hiwire Announcement

ecast ventures, the new media arm of GWR Group, today (September 18) became the first UK company to introduce a ground-breaking new technology which allows the insertion of highly targeted adverts in to audio streaming.

Audio ad insertion will be applied to all streamed radio output of Classic FM and other GWR brands following an agreement with the American technology company, Hiwire. Hiwire is the only company which can target adverts in a live stream, offering GWR advertisers an advantage over other forms of ad insertion.

The deal means that advertisers on GWR's Internet radio brands Classic FM, Classic Gold and other brands will be able to directly target listeners tuned into stations via the Internet according to their age, sex and location.

At the same time, ecast ventures plans to increase the streaming capability of all its Internet audio services so that by the end of next month, an unlimited number of people will be able to listen to the stations simultaneously via the web.

Streamed audio advertising insertion will be sold on GWR's Internet output by GWR's sales point Opus and 24/7 Media, which sells banner inventory on the radio websites.

Simon Ward, GWR Commercial Director and Chief Executive of ecast ventures said: "Streaming technology and one to one broadcasting is an extremely expensive business, but by offering advertisers the opportunity to reach every listener with specific ads, we can take their advertising into a new and far more economic dimension, while at the same time enhancing the experience for our
listeners. Our deal with Hiwire allows us to broadcast economically en masse via the Internet and offers a wide range of revenue possibilities as broadband becomes more accessible to consumers.

"At a time of media fragmentation, UK radio continues to demonstrate its adaptability, its flexibility, its ability to use new technology to break
through global barriers and its unique relationship with both its advertisers and its listeners."

Hiwire CEO Warren Schlichting said: "We are very excited to have signed GWR as our first UK partner since they have the UK's largest portfolio of stations and a strong sense of where streamed media is headed. This arrangement brings together two industry leaders who share a common vision of the future of online radio. With Hiwire's unmatched technology, GWR will help advertisers take full advantage of targeted streaming ads."
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