itaas Inc. and eMbience Inc. Launch MPTV: the First and Only Converged TV-Wireless Solution; MPTV Platform Enables TV Viewers to Download Their Favorite Content Directly to Mobile Devices.

DULUTH, Ga. -- Pairing consumers' hunger for wireless music and video downloads with interactivity on TV, MPTV - a joint venture between itaas Inc. and eMbience Inc. - today unveils a first-of-its-kind platform that enables TV-to-mobile asset delivery. itaas, the only provider of end-to-end iTV services in the digital video industry, has partnered eMbience, a wireless software producer and publisher, on the design and development of the industry's first interactive, cross-platform solution. MPTV provides cable operators a new service that offers additional revenue opportunities and an advanced competitive offering not available through other service providers.

Using a simple interface, patent-pending MPTV technology allows consumers to select content associated with a TV program and download it to their mobile devices. The mobile content could be a video clip of a music video or a sports replay, ringtones, or screenshots that can be used as wallpaper.

"The MPTV platform is unique in that it bridges the gap between TV and wireless," said Vibha Rustagi, president and CEO of itaas. "Viewers watching a music video or their favorite TV program can simply use their remote to download a video or any content associated with the program to their mobile device. MPTV technology truly puts the power of instant gratification into the consumers' hands."

"With exciting advances in the cable industry and consumers' growing reliance on wireless devices, the timing is perfect," said Nimish Shrivastava, CEO of eMbience. "The MPTV platform provides users a quick and easy way to parlay their favorite aspects of TV to their mobile phones. And - most of the time - mobile phones are with these consumers 24/7, so they can literally enjoy this content anywhere, anytime."

"MPTV supports cross platform delivery mechanisms between multiple platforms like TV, Internet and wireless, and is fully integrated with leading mobile service providers," Rustagi added. "We are working with leading MSOs, cellular operators, and with sports and music content providers to launch this exciting platform."

itaas will demonstrate the MPTV platform at the upcoming National Cable Television Association (NCTA) National Show, April 9-11 in Atlanta, in booth #1036.

About MPTV

MPTV is a joint venture bringing together the digital video expertise of itaas Inc. and eMbience's eMp(2) rich-media content delivery system to launch MPTV a first-of-its-kind interactive platform that enables TV-to-mobile asset delivery. Visit www.mptvllc.com for more information.

About itaas

itaas is the only provider of end-to-end iTV services in the digital video industry, serving broadband operators, set-top box manufacturers, application and content developers, middleware and OS providers. itaas also offers customers an innovative and compelling suite of video on demand (VOD) products. itaas' digital TV expertise, OCAP experience, VOD product suite and state-of-the art lab facilities are unsurpassed in the industry. itaas has more than 70 clients and its products are deployed in 47 cable systems nationwide. Visit itaas at www.itaas.com for more information.

About eMbience

eMbience builds and publishes innovative entertainment and location-based information applications for mobile phones based on its proprietary media LBS platform, eMp(2). eMbience developers are experts at the newest wireless software technologies, including QUALCOMM's BREW, J2ME, Symbian and WAP. As an Elite BREW Developer(R), eMbience has key partnerships with companies such as Moderati and develops partner products, including AccuWeather and Rabble, and develops and publishes Callaway Golf Mobile Caddie and MapQuest Traffic. In addition, eMbience offers its own diverse portfolio of applications, including Masttones and Drinknation. Visit www.eMbience.com for more information.