Call Genie Inc.
TSX : GNE

Call Genie Inc.

September 28, 2009 08:30 ET

Call Genie Enters Three-Year Agreement With NBC Universal Domestic TV Distribution and Endemol USA to Develop, Manage and Promote "Deal Mania™"

CONSUMER-ORIENTED LOCAL SEARCH SWEEPSTAKES PLATFORM DESIGNED FOR EPISODES OF HIT GAME SHOW "DEAL OR NO DEAL" CALL GENIE DELIVERS FIRST PLATFORM THAT COMBINES SWEEPSTAKES, SEARCH AND CONSUMER DISCOUNTS TO ANY VIEWER WHO WANTS TO PLAY

TORONTO, ONTARIO--(Marketwire - Sept. 28, 2009) - Call Genie Inc. (TSX:GNE) today announced that it has entered into a three-year agreement with Endemol USA Inc. ("Endemol") and NBC Universal Domestic Television Distribution ("NBC") for a consumer-oriented local search sweepstakes platform for the hit syndicated game show "Deal or No Deal."

Call Genie will develop, manage and promote "Deal Mania™," a consumer-oriented sweepstakes contest in the syndicated episodes of "Deal or No Deal" and will apply its technology components to leverage the brand and campaign across a multi-platform strategy.

"Deal or No Deal" was the #1 new daily syndicated series in the U.S. in its first season (2008/09), averaging more than 2.4 million viewers each day, according to Nielsen Media Research.

"This is a very exciting initiative for Call Genie," according to Michael Durance, CEO of Call Genie Inc. "Last year we decided to pursue 'digital interactive media' verticals. We have now pulled together all of the technologies and relationships necessary to provide an effective platform to marry ready-to-spend consumers with merchants in a triple screen environment."

"These mobile applications and speech recognition software coupled with Call Genie's advertiser relationships will help us to tap into the rapidly expanding mobile local search market," says Joerg Bachmaier, SVP of Digital Media and Business Development for Endemol USA.

"We are excited to offer viewers of "Deal or No Deal" the opportunity to win cash and or prizes on a daily basis and also give them an enhanced local experience through Call Genie's unique digital platform," says Barry Wallach, President, NBC Universal Domestic Television Distribution.

Call Genie's platform combines common communication access channels into one centralized search and CRM platform in order to maintain consistency, relevancy and freshness for an optimal consumer experience. It is anticipated that the delivered advertising will be value based, as it will deliver what consumers want when they ask for it. The power of broadcast reach, trusted brands and interactive digital channel management applied to mobile search will create an easy to find and reach service for consumers looking for local deals.

Call Genie, Endemol and NBC have agreed to a revenue sharing arrangement in which Call Genie will retain a significant percent of gross advertising revenues. Such revenues will be generated from advertisement-embedded messages that will be pushed and pulled through DOND and local affiliates. It is expected that up to 80 million such messages will be seen by DOND viewers and consumers on a monthly basis.

USER EXPERIENCE

Specifically, Call Genie will offer viewers (consumers) three opportunities to participate interactively in the DEAL MANIA™ platform, all at no cost to the consumer.

First, DOND viewers can play the DEAL MANIA™ sweepstakes by calling an "800" number, going online for a chance to win a daily prize or cash valued at approximately $1,000 USD. All participants in the game receive a coupon with acknowledgement of their entry and are given an opportunity to register for future offers. All data is captured for future promotions and "push" marketing.

Secondly, DOND viewers can access DEAL MANIA™ Search to look for local or national deals, as well as merchant information. Call Genie, through its Ad Network, will access appropriate yellow pages publishers and other advertisers to return relevant and timely location specific listings, offerings and coupons.

The third component is DEAL MANIA™ Pass. Registered participants will be sent coupons to their mobile phones or via the web that can be used to present to participating retail merchants in store. DEAL MANIA™ Pass will require a registration process in which consumers can specifically request the coupon categories that they would like to be sent. Targeted coupon and SMS offers and alerts can then be utilized by advertisers. Each opportunity to communicate with the viewer or consumer creates an advertising opportunity.

Certain statements in this News Release constitute forward-looking statements, including statements concerning the estimated number of advertisement-embedded messages that may be pushed and pulled through "Deal or No Deal" and local affiliates on a monthly basis. Readers should refer to the cautionary statement respecting forward-looking information that appears at the end of this News Release.

About Call Genie Inc.

Call Genie is a leading global provider of local mobile search and advertising solutions that connect ready to transact consumers directly with local merchants for local directory businesses, directory assistance services and local media publishers. Call Genie solutions offer an exceptional experience for both advertisers and consumers and are deployed in 11 countries around the world. Call Genie has been awarded the Excellence in Integrated Ad Management award by the Pelorus Group, has won the Yellow Page Association Industry Excellence Award for Marketing Innovation, the Whitaker Innovation Award, and the 118 Tracker Award for both Technology Innovation in the UK and most recently, Outstanding Contribution to the Industry. www.callgenie.com.

About Endemol USA

Endemol USA is a leading producer of television programming specializing in unscripted and scripted genres for network and cable television. The company produces the hit shows "Wipeout," "Extreme Makeover: Home Edition," "Deal or No Deal," and "Big Brother." Endemol USA is a division of the Endemol Group, a leading international content developer, producer and distributor of television and online programming. The company, headquartered in the Netherlands and the UK, has subsidiaries and joint ventures in 26 countries, including the major European markets, the U.S., South Africa, Argentina, Brazil, Mexico and Australia. Endemol is owned by a consortium consisting of Goldman Sachs Capital Partners, Mediaset Group and Cyrte Group. For more information, please visit http://www.endemolusa.tv. Endemol is a privately held company.

About NBC Universal Domestic Television Distribution

The NBC Universal Domestic Television Distribution division is responsible for the distribution of NBC Universal product to all forms of television within the U.S. and Canada. This includes distribution of current and library film and television product, including formats and non-scripted programming, in the pay, free, and basic markets, as well as the domestic syndication of first-run syndicated TV programs and theatrical and TV movie packages.

Current and upcoming first-run strip syndicated programming at NBC Universal Domestic Television Distribution includes Deal or No Deal, Access Hollywood, The Jerry Springer Show, The Martha Stewart Show, Maury and The Steve Wilkos Show. Current first-run weekly syndicated programming includes The Chris Matthews Show, The Wall Street Journal Report with Maria Bartiromo and the off-network distribution of 30 Rock, Heroes, The Office, House, Monk, Law & Order, Law & Order: Criminal Intent, Law & Order: Special Victims Unit and much more.

Forward-looking statements are often, but not always, identified by the use of words such as "seek", "anticipate", "plan", "continue", "estimate", "expect", "may", "will", "intend", "could", "might", "should", "believe" and similar expressions. Forward-looking statements are based upon the opinions and estimates of management as of the effective date of such statements and, in some cases, information provided or disseminated by third parties. Although Call Genie believes that the expectations reflected in such forward-looking statements are based upon reasonable assumptions and such third party information is reliable, it can give no assurance that such expectations will prove to have been correct. Forward-looking statements are subject to certain risks and uncertainties (known and unknown) that could cause actual results or outcomes to differ materially from those anticipated or implied by the forward-looking statements. Those factors include, but are not limited to, such things as the Corporation's current stage of development, its reliance upon third parties and third party technology, its reliance upon key employees, its limited financial resources and the availability of financing to fund future operating and other needs, the ability of the Corporation to meet deadlines and perform other contractual obligations, user acceptance of the voice search technology, the Corporation's ability to continually improve the user experience associated with its voice search technology, the emergence of competitive technologies, and the continued ability of counterparties to discharge contractual obligations agreed to with the Corporation and its affiliates. Accordingly, readers should not place undue reliance upon the forward-looking statements contained in this News Release, and such forward-looking statements should not be interpreted or regarded as guarantees of future outcomes.
Forward-looking information concerning the estimated number of advertisement-embedded messages that may be pushed and pulled through "Deal or No Deal" and local affiliates on a monthly basis is based on information received on audience size and industry experience related to similar programs in the past. Except to the extent required under applicable securities laws, Call Genie does not undertake any obligation to publicly revise any forward-looking statements set out in this News Release to reflect subsequent events or circumstances. Call Genie's forward-looking statements are qualified in their entirety by this cautionary statement. Certain risk factors to which Call Genie is exposed in the conduct of its business (and which may affect the expectations or outcomes reflected in the forward-looking statements contained in this News Release) are described in the Management's Discussion and Analysis relating to the interim financial statements of the Corporation as at and for the three month period ended June 30, 2009 and the 2008 Annual Information Form filed by the Corporation with certain securities regulatory authorities in Canada. The foregoing Management's Discussion and Analysis and Annual Information Form are available through SEDAR, at www.sedar.com.

The TSX Exchange has neither approved nor disapproved the contents of this news release.

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