matchmine Partner Network Builds Momentum

Four Leading Media Companies and Top Independent Digital Distributor Sign On To Media Discovery Platform

Odeo, Blogdigger, Blogged and MediaMelon join MatchKey Partner Network; IODA to power superior music discovery

Needham, Mass., April 9, 2008 – matchmine™ today announced the newest members of the rapidly growing MatchKey Partner Network. The partners will use the matchmine Media Discovery Platform™ to enable their users to discover content they love based on their unique preferences, delivering a better recommendation experience that generates longer session times and additional revenue. New partners include:

• Odeo - a recognized brand leader in online, digital media aggregation with an established podcast destination website;
• Blogdigger - a popular search engine for blogs and syndicated media content;
• Blogged - a place for readers to discover interesting blogs, and for authors to discover who their readers are;
• MediaMelon - an Internet video delivery service, optimized to provide high-definition, full screen videos.

The company also announced a partnership with IODA, the industry-leading digital distribution and marketing company for the global independent music community. Through this relationship, matchmine will gain access to metadata for IODA's more than 5,000 labels, enabling MatchKey Partner Network members to better connect their users with more than 50,000 independent artists. Using Promonet, IODA's unique promotional distribution network, MatchKey users will have access to pre-cleared, legal music and other promotional assets from IODA's labels.

Unlike traditional, closed discovery systems, which are limited to a single media type or website, matchmine makes discovery portable, enabling members of the MatchKey Partner Network to benefit from a more comprehensive understanding of user preferences generated across any media type from any website in the network. By creating a MatchKey™, a digital representation of personal interests and tastes, users can share and evolve their preferences anonymously with any site in the MatchKey Partner Network. The more someone uses their MatchKey, the more broadly and deeply it reflects their tastes, in turn enabling the partner sites they use to better identify content items they're likely to enjoy.

"After releasing the new and improved platform just last week, we've added four fantastic, visionary media destination sites to the MatchKey Partner Network and the independent music industry's leading digital distributor," said Mike Troiano, CEO of matchmine. "These leading publishers and distributors of online music, movies, blogs, podcasts, and video have now joined together to provide better content recommendations than any could alone, while empowering more than one million monthly unique users to take control of their own preferences. This is a great day for matchmine, a great day for our partners, and a great day for users who want it to be easier to find the content they care about all over the Web; who care about their privacy but are tired of entering the same preference data over and over again."

A Unique Approach to Discovery

The MatchKey Partner Network enables partners to gain cross-media type preference information and deliver what their visitors want the first time - and every time - they come to visit. The MatchKey provides partners with preference insight beyond the attributes in any one media type and the ability to know their users beyond a specific content category to deliver discoveries that go far beyond ordinary recommendations.

For example, a user's tastes in video and blogs reveals underlying preferences that correlate to their tastes in podcasts and TV shows. Each partner is able to leverage the power of the network to provide a more intuitive, engaging and wholly unique discovery experience to each individual user, surfacing content from deep in the content catalog to generate increased consumption and longer user sessions.

In addition, the company recently announced several platform and MatchKey enhancements to make it easier for partners to get up and running quickly. matchmine provides partners with choice of implementation - including an easy-to-deploy widget and a flexible API that reduces the time spent on the costly custom implementations of most rudimentary recommendation systems. (Editor's Note: please refer to "matchmine Goes Live with Fuzz and FilmCrave, Delivering on the Promise of Portable Personalization").

"With millions of audio and video episodes in our digital archives, it's important for Odeo to provide an intuitive way for our users to discover great podcasts and music they love," said Rick Arturo, president of Odeo. "Joining the MatchKey Partner Network will provide greater insight into our users' unique tastes and preferences. We're excited to take part in the matchmine revolution and embark on a new, more engaging approach to user discovery."

The newest members of the MatchKey Partner Network include two new media types and contribute increased preference knowledge to the network as a whole. New MatchKey Partners include:

• Odeo – As one of Time Magazine's Top 50 Media Web Sites in 2007, Odeo is expanding its offerings by integrating video aggregation, mobile device synchronization, and media search technologies into its leading podcast destination website. With close to 5 million audio and video episodes available for download, users can explore, search and find media that interests them, share favorites with friends, and publish to blogs and social networks. By leveraging the MatchKey Partner Network, Odeo is able to better understand their users' preferences across multiple media-types, enabling them to provide a more intimate and unique discovery experience.
• Blogdigger — Recently acquired by Odeo, Blogdigger is a popular search engine for blogs and syndicated media content. Blogdigger supports advanced options, including filtering results by media type (audio, video, images) and file formats. Users can subscribe to keyword searches and automatically receive new digital media content pertaining to their interests.
• Blogged — Redefining blog discovery, Blogged provides a place for readers to discover interesting blogs and for authors to discover who their readers are. Blogged goes beyond being a traditional blog directory. matchmine will enable users to discover new and interesting blogs based on their preferences from the company's database of over 200,000 blogs.
• MediaMelon — MediaMelon is an Internet video delivery service, optimized for delivering high-definition, full-screen videos that can be accessed and played from various IP devices without the need for a dedicated desktop application or hardware device. MediaMelon will leverage the unique matchmine approach to discovery to optimize delivery of videos, enabling content publishers that are using the combined MediaMelon offering to make online videos available to users at their site.

IODA is the industry-leading digital distribution company for the global independent music community. IODA provides comprehensive services to record labels, physical distributors, and artists, including license negotiations; media encoding and metadata management; and royalty payment administration and reporting. IODA offers promotional support through a dedicated marketing division and through the IODA Promonet, a promotional distribution network that provides qualified podcasts, blogs, and other promotional sites with access to pre-cleared, legal music and other promotional assets from IODA's labels.

"IODA's partnership with matchmine gives our labels and distributors a unique opportunity to connect artists with fans based on fans' interests and preferences," said Kevin Arnold, founder and CEO of IODA. "We are impressed with matchmine's technology and look forward to a mutually-beneficial relationship."

About matchmine
matchmine LLC is the media discovery company that delivers personalized recommendations for movies, music and other online content anywhere on the Web. matchmine lets users easily create, store, and evolve a sophisticated digital representation of their personal interests and tastes online, called a MatchKey™. Users can share their MatchKey with any member of the rapidly expanding MatchKey Partner Network. MatchKey partners leverage the matchmine Media Discovery Platform and each user's MatchKey to present video, audio and textual content precisely matched to that user's unique preferences. The matchmine patent-pending technology delivers better recommendations based on a broader and deeper understanding of an individual user's preferences across sites, media types and devices. matchmine is privately-held and headquartered in Needham, Mass, please visit www.matchmine.com to learn more.

Contact:
Brian Merrill
fama PR
617-758-4146
matchmine@famapr.com