Sony and DaimlerChrysler demonstrate new generation iTV- MHP commercial at CeBIT

BERLIN / STUTTGART, March 13 (PROTEXT/PRNewswire) - SonyEurope and DaimlerChrysler have today announced news of aninteractive television (iTV) commercial application based on theMultimedia Home Platform (MHP) standard. Developed by SonyNetServices, the iTV commercial promotes the new generation ofMercedes Benz E-class car models, which will be launched inEurope during this month, and in Germany on March 16. Theapplication will be presented at CeBIT, Hanover, on the Sonybooth (Hall 2, Booth C02) from 13 to 20 March 2002.The iTV commercial creates a new and significantly moresophisticated marketing communication channel for one of theworld's leading automobile manufacturer. The new iTV commercialis being used in addition to the company's traditional TVcommercial format to provide the TV viewer with significantlymore information about this new generation driving experience.Created using the MHP standard, Sony NetServices has developed aformat, which provides quick and easy access to a large amount ofinformation on the new Mercedes Benz E-class models. The TVviewer can learn about eight innovations found in the new cars;they can select from several views that highlight the stylishdesign and they can easily discern the subtle differences betweenthe three lines Avangarde, Classic and Elegance. Using the TVremote commander, the viewer can select a number of interiorviews as well as looking closely at a variety of unique featuresfound within this advanced motor vehicle."Strategically, E-class is a major development in the Europeanautomobile market and we needed a sophisticated communicationchannel to convey this message to the market," commented JochenSchmidt, Audio Visual Manager at DaimlerChrysler. "SonyNetServices has established a centre of excellence in thedevelopment of iTV applications and with their support we createda powerful MHP-based application. We are delighted with the endresult and anticipate that it will be well received by ourcustomer base."Pioneering the MHP application development, Sony NetServicesregards the DVB sponsored MHP standard as a crucial milestone inthe establishment of a truly open and progressive iTV market. InJuly 2000, the European Telecommunications Standards Institute(ETSI) accepted the specifications of Multimedia Home Platformand declared it as a standard (ETSI TS 101 812). "Sony becameinvolved in DVB-MHP since the formation of the MHPImplementation Group in 1999 and have contributed consistentlyover the years to the various intermediate profiles leading up tothe current specification," commented Dr. Thomas Nemetz, ManagingDirector of Sony NetServices. "Through our close co-operativework with DaimlerChrysler we have demonstrated the potential thissophisticated technology offers. We believe that this will be thefirst of a new generation of iTV commercials." About Sony NetServicesSony NetServices was founded in April 2000 as a joint venturebetween Sony DADC and Sony Europe, to become an 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. Its 100 employees in Salzburg, Berlinand Brussels, make Sony NetServices an important supplier ofInternet and software solutions. www.sonynetservices.com About DaimlerChryslerDaimlerChrysler is one of the world's leading automotive,transportation and services companies. Its passenger car brandsinclude Maybach, Mercedes-Benz, Chrysler, Jeep(r), Dodge andsmart. Commercial vehicles are produced under the Mercedes-Benz,Freightliner, Sterling, Western Star, Setra, Thomas Built Buses,Orion and American LaFrance brands. It offers financial andother services through DaimlerChrysler Services. With 372,500employees, DaimlerChrysler achieved revenues of EUR 152.9 billion($136.1 billion) in 2001. About 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. The completionfor Internet access followed in July 2001. MHP completes thestandards of the DVB Consortium (DVB = Digital VideoBroadcasting) and meanwhile is supported by more than 300 DVBmembers in 37 countries. The member organisations and companiescome 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.Sony Europe Sylvia Shin Corporate Communications EuropePhone +49 30 2575 5156 sylvia.shin@eu.sony.comDaimlerChrysler Andreas Vill PR Technologie & InnovationPhone +49 711 1791 404 andreas.vill@daimlerchrysler.com

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