SOURCE: Backchannelmedia

January 10, 2007 08:00 ET

Backchannelmedia, Inc. Names 3Points CEO and Former Co-Founder/CEO of Ariba, Keith Krach, to Its Board of Advisors

BOSTON, MA -- (MARKET WIRE) -- January 10, 2007 --Backchannelmedia, Inc., a provider of direct response TV (DRTV) and television advertising services, announced that Keith Krach, co-founder and former CEO of Ariba, has joined the company's board of advisors. Known for both his entrepreneurship and ability to grow emerging technology companies, Krach provides Backchannelmedia with over 30 years of technology leadership and will be instrumental in helping the company execute on its vision to bring accountability to television advertising. Krach joins a long list of noteworthy advisors including Clayton M. Christenson, an established expert in innovative technological business strategy and management; and Erwin Ephron, who is widely recognized as the father of modern media planning, among others.

"Backchannelmedia has developed a technology platform that will change the measurement of television advertising success," said Krach. "I am excited to have the opportunity to help the company grow and fulfill their vision to bring true ROI measurements to television advertising."

Keith Krach is currently the CEO of 3Points, Inc., an investment holding company based in Los Gatos, CA. Krach also co-founded Ariba in 1996, serving as CEO and chairman of the board. Under his leadership, Ariba not only pioneered business-to-business (B2B), but also grew rapidly to become the dominant global player in the B2B e-commerce industry. During his tenure as CEO, Krach took Ariba public, ultimately achieving a market capitalization of $34 billion and becoming one of the fastest growing software companies in history.

"Keith's success in launching cutting edge technology companies and industry knowledge will be invaluable to Backchannelmedia," said Daniel Hassan, Co-CEO, Backchannelmedia, Inc. "Technology innovations are changing the way we view and interact with digital television. Keith's counsel will play an integral role in our strategy to help companies take advantage of these technologies and the new television advertising opportunities available."

Prior to joining Ariba, Krach spent 10 years with General Motors, and was a member of the founding team of Rasna Corporation as the Chief Operating Officer. Krach helped lead Rasna to be recognized as third on the Inc. 100 list of Fastest-Growing Companies. Krach has also been recognized for a number of industry awards including the 2000 National Entrepreneur of the Year by Ernst & Young as well as being honored at the World Economic Forum in Davos, Switzerland, with the Technology Pioneer Award.

To learn more about Backchannelmedia Inc., please visit

About Backchannelmedia, Inc.

Backchannelmedia, Inc., a Web-enabled media buying and planning firm located in Boston, was founded in 2000 with the belief that television advertising should become accountable, fueling the growth and performance of the entire marketing and advertising disciplines. Backchannelmedia provides direct response television advertising expertise to new and established businesses so they receive the best return-on-investment (ROI) from their TV ad campaigns. The company has developed several proprietary Web applications including DRTV Research, a free search and planning Web portal that offers media planners the most comprehensive, free Web-based planning tool; Sales Tracking and Reporting Services (STARS), which assists direct response advertisers through its robust reporting and its ability to identify campaign sales trends; and Digital Gateway, a Web-based data connector that captures consumer responses from inbound telemarketing centers and uses logic algorithms to source each consumer response to each advertisement placed. The company also offers DRTV Connected, a daily newsletter which includes a compilation of the latest news and trends in the DRTV advertising industry and currently boasts over 26,000 opt-in subscribers.

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