Mercedes-Benz and Sony demonstrate interactive TV commercial with MHP (Multimedia Home Platform) technology * TV commercial for the S-class with additional info

PARIS September 30 (PROTEXT/PRNewswire) - Mercedes-Benz andSony NetServices announced on Wednesday (25 September) the launchof an interactive TV commercial based on the MHP technology forthe new S-class during the Paris Motor Show. In comparison to thetraditional TV advertising, interactive commercial offersdetailed multimedia information that can be accessed by remotecontrol - either information on the innovative securitytechnology (PRE-SAFE) or on the design and interior of the S-class. In addition, consumers can take part in a prizecompetition, order the current S-class brochure and have a directdialogue with Mercedes Benz all via the return path. The aim ofthis co-operation is to explore the potential of this innovativeadvertising form using the MHP technology and test itsacceptance. This interactive TV spot will be presented on Sony'sintegrated digital TV sets from September 28 to October 13 in theMercedes-Benz showroom on the Champs-Elysées.

Interactive advertising via TV connects the so-called push-process of traditional TV advertising with the advantages ofInternet advertising (pull-process): it allows customers toactively access additional information that interests themparallel to the TV commercial being shown. In participating inthis project Mercedes-Benz is demonstrating its openness to newforms of communication. "With this interactive S-class commercialwe are continuing to build on our pioneering spirit and ourinnovative leadership by also using new future-oriented marketinginstruments," said Lothar Korn, Director of Global Advertising atMercedes Benz passenger cars and Maybach. "Through this jointproject with Sony, we are building up the necessary know-how forthe possible interactive advertising forms of the future -today."

The development of the MHP-application for Mercedes-Benzhighlights the entire value chain of Sony and Sony NetServices,ranging from the hardware products in iDTV (interactive digitalTV) format to the Open Datacast Platform (Media Station) of SonyBroadcast & Professional Europe. "Our commitment in the MHPdevelopment is aimed at bringing new interactive services tohouseholds and creating a stable return path for high qualitysoftware development as well as for television broadcasters. Weare glad to have won Mercedes-Benz as a partner for this projectand to be able to present the potential of this innovativetechnology," said Andreas Riegler, General Manager of SonyNetServices.

Sony has already gained extensive experience in the field ofMHP technology and launched the first MHP-based interactivedigital television set in the world, which has been madeavailable in Great Britain, Germany and Finland up to this pointin time. The S-class commercial will be broadcast from Parisusing a DVB-T network (Digital Video Broadcast Telecom) in co-operation with TDF (See Ref 1). It will be received and presentedlive at the Mercedes Benz showroom on the Champs-Elysées.

An internet special demonstrating the connection betweeninteractive and traditional TV advertising by using the exampleof the S-class commercial, can be viewed at www.mercedes-benz.com/iTV. This will also be introduced during thepresentation in a modified form as a video on the new SonyEricsson P800 mobile phone.Reference:1. French terrestrial broadcasting operatorAbout Sony NetServices:

Sony NetServices was founded in April 2000 as a joint venturebetween Sony DADC and Sony Europe, to become a European softwarehouse for B2B and B2C applications, and is active in the iDTV, e-commerce and mobile solutions area. Sony NetServices' futuretechnology resources and know-how offer their clientsprofessional and reliable advice, conceptualisation, realisationand operations in the areas of interactive business andcommunication solutions. 100 employees in Salzburg, Berlin andBrussels, make Sony NetServices an important supplier of Internetand software solutions.www.sonynetservices.comAbout Multimedia Home Platform (MHP):

The DVB Multimedia Home Platform MHP is a new, interactivestandard for digital TV and multimedia transmission. MHP as auniversal standard revolutionises the market for digitaltelevision and enables the convergence of media around the world.MHP unites the advantages of digital television (improved pictureand sound quality) and the interactivity of Internet. Theplatform offers all participants a universal, open interface forthe development of multimedia value added services for digital TVprogrammes and services. MHP enables the development of an open,horizontal market for digital television. This has advantages forall participants. In the first place for the consumers, who canuse all multimedia and interactive applications with just an MHP-suitable set top box or TV sets with integrated MHP box (iDTV=integrated Digital TV).

The MHP standard was published in February 2000. Thecompletion for Internet access followed in July 2001. MHPcompletes the standards of the DVB Consortium (DVB = DigitalVideo Broadcasting) and meanwhile is supported by more than 300DVB members in 37 countries. The member organisations andcompanies come from all areas of service and programme providers,telecommunication, information technology and consumerelectronics. Involved in the launching of MHP in the market arethe MHP Implementers Group and the MHP MarCom Group in co-operation with the DVB Consortium.

For more information, please contact Sylvia Shin, CorporateCommunications Europe, Sony Europe GmbH, tel: +49 30 2575 5156,fax: +49 30 2575 5174, email: sylvia.shin@eu.sony.com, www.sony-europe.com/presscenter. In addition, for any queries about Sonyin your respective country, please contact your local Sony PRoffice

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