1. © 2004 - Proprietary and Confidential Information of Amdocs 1 Advertising over Digital TV Kelsey DDC Convention Denver, 2005

2. 2 © 2004 - Proprietary and Confidential Information of Amdocs Then: Specialization Communication Entertainment Information

3. 3 © 2004 - Proprietary and Confidential Information of Amdocs Now : Expansion of Capabilities Communication Entertainment Information WAP 3G IM, VOIP Games, Media Center iTV

4. 4 © 2004 - Proprietary and Confidential Information of Amdocs IPTV >Telco’s are upgrading their DSL infrastructure by rolling out fiber-optic lines to support delivery of interactive TV >Strategic initiative to increase ARPU and defend against VOIP and broadband offerings from cable and satellite providers >Cable companies are upgrading their networks to support IP as well…

5. 5 © 2004 - Proprietary and Confidential Information of Amdocs Impact on Local Advertising >Real-time, targeted delivery of advertising on TV >Pin-point granularity of household and viewer location >Discrete demographic/psychographic profiles >Viewer interests at a specific point in time >Explicitly expressed: Looking for/interested in/more like this >Implicit: Viewing profiles based on viewing habits >Complete commercial transactions or “Call me now” >Provide high-value exposure to advertisers at a competitive cost >Low-cost production and distributionLow-cost production and distribution

6. 6 © 2004 - Proprietary and Confidential Information of Amdocs Future: A “Converged” Experience Communication Entertainment Information

7. 7 © 2004 - Proprietary and Confidential Information of Amdocs Thank You