SOURCE: Interactivation

August 31, 2009 10:09 ET

Mag Rack Entertainment Changes Name to Interactivation

VOD Networks' Names, Mag Rack and CONCERT.TV, to Remain the Same

NEW YORK, NY--(Marketwire - August 31, 2009) - Mag Rack Entertainment Inc., which acquired Video-on-Demand (VOD) cable networks Mag Rack and CONCERT.TV within the last year, has changed its name to Interactivation. The new name more accurately reflects the company's strategy of delivering highly interactive and personalized content to consumers via TV, mobile devices and the internet.

"Traditional 'one-way' media, like TV and print will be increasingly transformed and enhanced by real-time two-way communication. Ad buyers will always count gross impressions but interaction and activation will become increasingly important advertising metrics," said Matthew Davidge, President of Interactivation. "Hence our new name, Interactivation. With technology such as our Dialog Engine that helps brands start conversations with customers through TV and outdoor billboard ads, Interactivation is leading the way to that future."

Initially conceived as an interactive speech and texting project for Viacom's MTV Networks, Interactivation founders Joe Covey and Matthew Davidge further developed Dialog Engine to help brands increase the ROI on advertisements. Additionally, the company acquired VOD networks Mag Rack and CONCERT.TV which are available in 30 million homes each and in every US major market. Interactivation has already implemented its technology on CONCERT.TV with calls-to-action inviting viewers to interact with the content in order to illustrate the technology's potential. In March/April 2009, viewers of a Motley Crue concert were invited to text in to win tickets; approximately 1.5% of viewers did so.

About Interactivation

Interactivation is a New York City-based media company that delivers highly interactive and personalized content to consumers via TV, mobile devices and the internet through its proprietary interactive technology and two Video-on-Demand (VOD) networks, Mag Rack and CONCERT.TV. For more information, go to

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