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DHJ Media Contract with London Underground Heralds the Future of Advertising; - Real-time Updates of Networked Ad Spots on Digital Bill Boards First in US Market -.

Business Editors

NEW YORK--(BUSINESS WIRE)--April 9, 2001

DHJ Media Inc., which owns and operates a unique, patented, digitally displayed advertising system called Outdoor Evolution, today announced the signing of a contract with London Underground and CityLink Telecommunications potentially worth an estimated US$ 713,450,000 (GBP (pound)1/2 billion) over 12 years.

Outdoor Evolution is a revolutionary, digitally displayed advertising medium, with the capacity to update advertisements in real-time. These `real time' images will be projected, with an outstandingly clear picture, on the wall opposite London underground platforms. They will use state-of-the-art IMAX digital projectors, linked to curved screens and a central digital network developed and patented by DHJ Media.

"Outdoor Evolution will mount a major challenge to traditional billboard print advertising. Exploiting the latest technologies, we will be offering `real time' outdoor digital advertising in high impact locations." commented Albert R. Dowden, Chairman of DHJ Media Inc. He continued, "The revolutionary contract with London Underground heralds a new dawn for the advertising age. With an increasingly savvy consumer market, advertising needs to be extremely high-impact and carefully tailored to its target audience. Streaming spots in real-time enables advertisers to change messages minute by minute - the possibilities are endless."

Advertisers will be offered a wide range of tactical options. Messages can be targeted and changed in real time to reach different audiences - whether it be Wall Street commuters in peak hours, shoppers and tourists wandering through Times Square in the afternoon or party goers in the evening. Distributed via satellite or fixed lines, the advertising spots will be mixed with relevant tailored content, such as up to date weather or travel information.

Peter Karrlander, President and Chief Executive Officer, DHJ Media Inc., concluded: "We are currently in discussions with several high-impact locations in New York, Boston, Washington and Los Angeles, and have ambitious plans to roll-out our network in the major metro markets over the next 12+ months. In the US, key targets for our digital billboards include transit locations, billboards at roadsides and buildings in high-density pedestrian locations. We also see enormous potential for Outdoor Evolution in alternative outdoor venues such as shopping malls, parking lots and building lobbies."

About The London Underground Contract
-- TDI Advertising, London Underground's advertising contractor, will manage
the complete advertising process, from booking to display

-- The system will be installed initially in key central London stations, with
plans to roll out the system by the end of next year.

-- DHJ's patented Outdoor Evolution system is named XTP for the London
Underground launch

-- There will be 400 displays, each of 4x3 meters


DHJ Media AB is a media company with its headquarters in Stockholm and subsidiaries DHJ Media Inc. in New York, and DHJ Media (UK) Ltd in London. DHJ aims to revolutionize traditional poster advertising with a more creative, profit generating and environmental friendly advertising system for underground systems and airports. This patented system was launched for the first time at Stockholm Arlanda Airport at the end of 1998. Web site address -

About TDI

TDI is a diverse, full service out of home company with properties throughout the United States, Canada and Europe. Established in 1938, the company's primary focus includes billboards, phone kiosks, bus shelters, wall spectaculars, specialized permanent signage, and other related media. TDI is owned by global entertainment giant, Viacom, whose media brands include CBS, Paramount Pictures, MTV, Nickelodeon, Blockbuster, VH-1 and Simon & Schuster.

About Citylink Telecommunications

Citylink Telecommunications was awarded the Connect PFI Concession in November 1999. Clitylink is responsible for the operation and maintenance and of the radio transmission systems for London Underground. As part of it's concession it is making significant investment into new infrastructure and has thereby developed the capability for opportunities such as XTP. Citylink's shareholders are: Thales Telecommunication Services, Fluor Ltd, Motorola Ltd, Laing Investments and Charterhouse Project Equity Investments Ltd.

About London Underground

London Underground operates the Underground network [subway] and carries 3 million passengers every day, more than travel on the national network. Serving 274 stations, London Underground has over 400 kilometres of track, across the whole of London. Record numbers of people now use the "Tube" and London Underground carried its billionth customer during this financial year.

About IMAX

IMAX Corporation and its subsidiaries comprise one of the world's leading entertainment technology companies, with particular emphasis on film and digital imaging technologies, including giant-screen images, 3D presentations, digital post-production and digital projection. There were more than 220 IMAX theatres operating in 28 countries around the world as of December 31, 2000. IMAX's subsidiaries include Digital Projection International, whose primary business is the design and manufacture of high-end digital image delivery devices and DKP/70MM Inc., award-winning specialists in image quality control and post-production. IMAX Corporation is a publicly traded company listed on both the Toronto and Nasdaq stock exchanges. More information on the Company can be found at

NOTES TO EDITORS For photography of London Underground / Outdoor Evolution sites please contact

`Cesca Clifford Bowles/Kim Mack Grayling + 1 212 686 0131
COPYRIGHT 2001 Business Wire
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Business Wire
Geographic Code:1CANA
Date:Apr 9, 2001
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