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Canadian Broadcasting Corporation Gets Interactive with Pluck

Hit TV and Radio Programs, from "Coronation Street" and "Dragons' Den" to CBC Radio One and "CBC's Hockey Night in Canada," Let Viewers and Listeners Get Social

AUSTIN, Texas — April 25, 2008 — Canadian Broadcasting Corporation (CBC) and Pluck® Corporation today announced that the two companies are working together to offer Pluck SiteLife social media capabilities to millions of viewers and listeners across CBC digital properties. The new features power audience voting contests, interactive show commentary, forums, photo-sharing and more to help draw audiences into a new level of engagement with CBC TV and radio programming. Since launching Pluck, CBC has seen a significant increase in audience interactivity on its site.

"As Canada's public broadcaster it's critical to our success that Canadians are actively engaged in our programs and services and are participating in the creation of our content," noted Steve Billinger, Executive Director of Digital programming & Business development of CBC. "Since enabling CBC.ca with Pluck social media capabilities, viewer participation and discussion and engagement with our content have skyrocketed."

One of the first shows to launch social media capabilities was the reality series "Dragons' Den," for which viewers engaged in commentary and discussions around the show's entrepreneurs vying for a share of three million dollars in investment funding. The added social media functionality has proven popular -- helping to nearly double page views for the program's web site. The show site also hosts a "Pitch Your Idea" forum where community members and fans can submit their own inventions and have other members comment on them – bringing the experience of the program online.

"We've shown that by adding social media to the TV and radio programming experience, networks can attract and foster stronger relationships with viewers," said Dave Panos, CEO of Pluck. "CBC is a great example of how networks can achieve an expanded level of engagement with viewers, as its viewers are readily embracing the opportunity to interact with a show's brand and content online."

A wide variety of CBC programs have already launched social media tools tied to programming, including top TV hits "Coronation Street" and "CBC's Hockey Night in Canada." Viewers looking to get into the conversations on their favorite programs can visit http://www.cbc.ca.

About CBC/Radio-Canada
CBC/Radio-Canada is Canada's national public broadcaster and one of its largest cultural institutions. With 28 services offered on Radio, Television, the Internet, satellite radio, digital audio, as well as through its record and music distribution service and wireless WAP and SMS messaging services, CBC/Radio-Canada is available how, where, and when Canadians want it.

Through this array of activities, CBC/Radio-Canada brings diverse regional and cultural perspectives into the daily lives of Canadians in English, French and eight Aboriginal languages, in nine languages on its international Radio service, Radio Canada International, and in eight languages on its Web-based Radio service RCI viva, a service for recent and aspiring immigrants to Canada.

About Pluck Corporation
Pluck Corporation social media solutions empower leading media companies, brand marketers, and retailers to integrate open content, community and social networking into their web properties driving audience traffic and revenue. Clients include CBC, Circuit City, Discovery Communications, The Economist, FOX News, Gannett, Scotts, and The Washington Post. Awards include a Red Herring 100 and AlwaysOn Media 100. Pluck is based in Austin, Texas and operates as a wholly owned subsidiary of Demand Media. More information on Pluck offerings can be found at www.pluck.com.

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Pluck, BlogBurst and SiteLife are trademarks of Pluck Corp. All other company and product names mentioned are used only for identification and may be trademarks or registered trademarks of their respective companies.

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