SOURCE: CEO America, Inc.

September 19, 2006 10:00 ET

CEO AMERICA and TVMALL to Form Joint Venture

Development of Interactive Cable Television Platform Featuring CREDITZ® as Promotional Digital Currency in USA

SANTA MONICA, CA -- (MARKET WIRE) -- September 19, 2006 -- CEO America, Inc. (PINKSHEETS: CEOA), exclusive US licensee of CREDITZ Digital Currency, and TVMALL, the Israeli-based interactive TV platform, today announced the signing of a letter of intent to form a joint venture to integrate the TVMALL and CREDITZ systems in North America. The proposed joint venture is designed to develop and market a unique technology to cable and satellite television operators that will increase their revenues, reward their customers for behavior and expand advertising and promotional programs for both cable operators and their advertisers.

The yet-to-be-named joint venture will combine the technology of TVMALL, which allows for true consumer interactivity without changing the set-top-box or cable remote, with CREDITZ Digital Currency, which enables cable companies to utilize CREDITZ as a promotional currency to pay viewers for shopping or participate in any marketing programs.

"The future of television is interactive, and we believe our relationship with TVMALL, and our ability to achieve a deeper level of intimacy with the viewer, will be a substantial catalyst in bringing true interactive TV into the home," said Lawrence Bracco, Chief Marketing Officer of CEOA. "Once fully deployed, we will be able to assist media companies to monetize content, reduce transaction costs, and execute digital promotions and sales."

CREDITZ® is a hosted, stored-value Digital Currency that is universal, replaces cash, and provides spendable CREDITZ Digital Currency to consumers. CREDITZ Digital Currency is paid to customers for behavior, and merchants can earn incremental revenue from that behavior. Transactions can be executed, and consumers can be rewarded down to 1/100 of a cent, making CREDITZ the first micro-payment, micro-rewards system in use today.

"We are pleased to be involved with such a forward-thinking company such as CEO America, and are looking forward to developing our technology with them," stated Yonaton Tzion, Executive Vice President for TVMALL. "CREDITZ is really the only transaction and marketing system we've found that is built for the new digital economy, and together with our interactive television platform should provide a valuable, incremental revenue stream for the cable and satellite industry."


CEO America, Inc. ("CEOA") is a publicly traded company which owns the exclusive U.S. license of the CREDITZ® Digital Currency System. CEOA has partners with the payment industry to accelerate its proliferation into the marketplace. CREDITZ is the first payment system to integrate 21st century technology into its operating platform, allowing for transactions to occur across all devices and platforms, including the Internet and digital mobile devices. It is truly the world's first digital currency, and the transaction engine for the digital economy.


TVMALL was established in 2002 with the aim of becoming the first and leading interactive television-based supplier of advertising and interactive e-commerce services in the world. Israel was chosen as the location for the pilot. TVMALL's opportunity lies in the worldwide trend of reduced effectiveness of traditional TV advertising campaigns and a parallel shift to targeted and quantifiable advertising on the Internet, which provides advertisers with precise measures on the effectiveness of their advertising. TVMALL can provide for this lost effectiveness on all television platforms utilizing all infrastructures -- cable, satellite and IPTV. TVMALL technology provides a beginning-to-end solution for consumers and merchandisers alike: interactive advertising, promotion, information and sales, including on-line billing, between television viewers and companies.

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