MindMatics Introduces Ad-sponsored
Text Messaging to TV Series

LOS ANGELES--(BUSINESS WIRE)--MindMatics, a global leader in the development and implementation of mobile services, is introducing ad-sponsored text messages to interactive TV voting and sweepstakes. The Australian airline Qantas is participating in this new mobile marketing campaign for the game show “Merv Griffin’s Crosswords™”.

The promotion, which invites audience responses to questions embedded into broadcast episodes of the gameshow, will run for two consecutive weeks and will allow the audience to text in or enter their answers on the show’s dedicated website, www.crosswords.tv. The winner will be announced on the Crosswords site at the end of the promotion. MindMatics will handle the mobile marketing campaign with regard to application development, short code management, vote processing, winner notification and sweepstakes administration. When texting in, participants will also receive a bounce back message that redirects them to further offers and services on the Qantas web site.

This new and innovative marketing is designed to create a fully interactive experience by integrating modern technology and addressing the consumer through multi-media devices (television, mobile and on-line). Viewers will be able to interact and experience the brand in the context of their favorite TV show.

Hosted by daytime television star Ty Treadway, Merv Griffin’s Crosswords is a new generation half-hour game show in which players compete against each other and the clock to solve a crossword. The series was recently renewed for a second season and is being presented by Merv Griffin Entertainment and Program Partners.

“We are thrilled and honored to create this interactive campaign for Qantas and to integrate advertising in SMS bounce back messages. With our offices on Madison Avenue in NY and here in Hollywood we are looking forward to doing more of these cross-industry campaigns and to contributing to the continued success of Merv Griffin’s Crosswords,” said Kai Buehler, General Manager of MindMatics’ Los Angeles office.

For more information on Merv Griffin’s Crosswords, visit www.crosswords.tv

About MindMatics LLC

MindMatics is a global leader in the development and implementation of mobile services and iTV-applications. As a full-service mobile solutions partner, MindMatics helps brands, TV stations, major studios and content providers successfully interact with the "Generation M" through various technologies in order to generate revenues, billings and realize new marketing potential. Clients include ABC, BET, CBS, TBS, Disney, MTV, NBC Universal, SonyPictures, New Line Cinema and Endemol. MindMatics currently employs a staff of 130 and has offices in Los Angeles, New York, Munich, Cologne, Vienna and London.

About Program Partners, Inc.

Program Partners, Inc. is an innovative television company that collaborates with networks, sponsors and audiences on original programming. Led by a core group of entertainment executives, including founders Ritch Colbert and Josh Raphaelson, Program Partners provides distinctive programs with high production values, while fostering new creative alliances with advertisers, broadcasters and global co-production entities. For more info about Program Partners, Inc., visit www.programpartners.com.

About Merv Griffin Entertainment, Inc.

Merv Griffin Entertainment, Inc. is the television and film production arm of Merv Griffin’s umbrella organization, The Griffin Group. Over the years it has provided original programming and long-format films for television, as well as theatrical features. In addition to “Merv Griffin’s Crosswords,” it is currently in production on two new unscripted reality series and is casting a theatrical feature film. MGE’s one-hour series, “Lisa Williams: Life Among the Dead” is now a ratings success in England, Australia and New Zealand as well as the U.S. See www.merv.com