SoftWave Media Exchange Introduces SWMX Television; The First Electronic Open Marketplace for Trading Television Advertising Time; Web-Based Platform Delivers Access to over 25 Million National Cable Viewers

IRVINGTON, N.Y.--(BUSINESS WIRE)--June 19, 2006--SoftWave Media Exchange, Inc. (SWMX), the leading electronic marketplace for the purchase, sale, management and distribution of advertising media time, today announced the launch of SWMX Television (www.swmxtv.com).

Initially serving the local spot cable market, SWMX Television is the first dynamic open marketplace enabling advertisers and broadcasters to plan, execute and manage sophisticated media transactions on one platform, in one process, in real time. The Television exchange currently delivers access to a national daily cable audience of over 25 million viewers representing all of the major networks including, ESPN, MTV, CNBC, USA Network, Discovery Channel, TBS, TNT, CNBC and many more.* By Q4'06, SWMX intends to expand the capabilities of the television platform to support the local broadcast market as well.

"SWMX is changing the way media is bought and sold," said Josh Wexler, Chief Executive Officer of SWMX. "Our exchange marketplace enables advertisers, agencies and broadcasters to buy and sell media with greater efficiency, transparency, profitability and ROI-based results than was ever previously possible. SWMX Television will leverage the same core functionality that has driven the success our first exchange platform, SWMX Radio, which in only 18 months has grown to support a network of the nation's leading broadcasters representing a daily audience of 8.5 million listeners, or 38% of the total US broadcast radio market."*

SWMX's proprietary Campaign Manager(TM) engine enables advertisers to execute targeted media buys across the entire national footprint, at the rates they choose, in a matter of minutes. Through SWMX Television, buyers can customize campaigns according to any combination of user-defined criteria that best meets their objectives, including: single or multiple regions, markets, demographics, networks, specific programs or dayparts.

SWMX effectively eliminates the time consuming negotiation process. And virtually all administrative functions - including order execution, delivery of creative, spot verification, reporting and invoicing - are automated through the back-end of the system, delivering transparent ROI-focused results and streamlined campaign management. Additionally, clients receive a single consolidated monthly invoice of activity through SWMX and have access to all current and historical account activity at any time.

For broadcasters, the marketplace delivers real-time inventory control and entirely new streams of revenue, resulting in immediate ROI. Additionally, the automation of back-end functions helps reduce administrative processes and improve overall operating efficiency. Broadcast clients also receive a consolidated monthly statement of activity and can access all current and historical order activity at any time.

Additionally, SWMX Television integrates seamlessly with leading industry traffic and billing management systems.

SWMX is an objective marketplace provider. Our applications are designed to serve marketers and broadcasters equally. SWMX is a fully opt-in marketplace. There is no hardware to purchase, no software to download, no contract to sign and no obligation to transact.

About SoftWave Media Exchange (SWMX)

Founded in 2005, SoftWave Media Exchange, Inc. (SWMX) is the most efficient, dynamic and transparent open marketplace for the purchase, sale, management and distribution of advertising media inventory. The organization currently supports two exchange platforms: SWMX Radio and SWMX Television. SWMX Radio (www.softwaveradio.com) serves a broad range of advertisers, agencies and Fortune 500 companies. It also serves leading radio stations across the US representing 13 of the top-15 broadcast groups, 50 of the top-50 US markets, 38 of the top-50 US stations and a daily national audience of over 8.5 million listeners, or 38% of the total US broadcast radio market, according to Arbitron*. For additional information, please visit www.swmx.com.

*Arbitron Fall Book, 2005 - All Numbers Based on Adults 18+ Ratings for Monday-Sunday 6 AM - 12 AM

** All SWMX data as of 6/14/06