MONTREAL – November 1, 2004 – etc.tv and Videotron ltée today announced that the
two companies will cooperate in the development of a ground-breaking interactive
Television advertising application on the Videotron digital cable distribution system.
etc.tv, Canada’s Advertising on Demand Network, is a revolutionary interactive
advertising application which leverages digital Television infrastructures to enable
advertisers to more fully engage interested consumers with compelling content.

“Reaching and holding consumer attention is one of the major challenges confronting
advertisers in the evolving digital Television environment,” said Robert Dépatie,
president and chief executive officer of Videotron. “etc.tv leverages the unique video on
demand (VOD) capability of our two-way digital network to allow viewers to link from
thirty second commercials directly to long form television advertising content.

etc.tv allows Canadian broadcast distribution undertakings to participate in new
advertising revenue streams while offering their digital subscribers compelling features,
benefiting all stakeholders in the Television value chain.

“Today’s announcement signals the beginning of a new era in television advertising in
Canada,” commented Mark Sherman, President of etc.tv. “We are ushering in a new era
in which the consumer is increasingly in control of both entertainment and advertising
consumption. Logically focused, digital technologies can unleash as yet unrealized
potential in Television advertising. etc.tv has been designed specifically to bring
increased value to viewsers (viewer-users), distributors, broadcasters and the engine of
the commercial television model; Canada’s advertisers.”

Vidéotron ltée (www.videotron.com), a wholly-owned subsidiary of Quebecor Media
Inc., is an integrated communications company engaged in cable television, interactive
multimedia development and Internet access services. Vidéotron is a leader in new
technologies with its illico interactive television system and its broadband network, which
supports high-speed cable Internet access, analog and digital cable television, and other
services. Vidéotron serves 1,450,000 cable television customers in Québec; including
over 308,000 illico subscribers. Vidéotron is also the Québec leader in high-speed cable
Internet access, with 501,000 subscribers to its cable modem and dial-up services.

The etc.tv network is a cross-platform, standardized business model developed in the
Media Experts iTV Lab which leverages the Video on Demand environment to allow
Canadian Television viewsers access to Long Form Advertisements (LFAs), on demand.
Media Experts, Canada’s tenth largest Media buying company, created the iTV Lab in
2000 to understand, explore, and experiment in interactive Television.

For more information, please contact:

Jean-Paul Galarneau
Directeur général des Communications
Videotron
Téléphone : (514) 380-7383
Portable : (514) 824-0001

Ian MacLean,
Vice President
etc.tv
tel: 514 863 0567
fax: 514 844 1739
ianm@etc.tv