Montreal, Que. and Toronto, Ont. - September 12, 2005 - Ian MacLean, Vice President and General Manager, etc.tv, confirmed today the participation of several of Canada's largest and most familiar brands as Charter Advertisers of Canada's Advertising on Demand Network.

Molson Canada, whose participation as a charter etc.tv advertiser was announced on March 23rd, will be joined in the unprecedented 10-week trials taking place this fall on the TVA broadcast network and the Vidéotron illico interactive digital television system by Daimler-Chrysler Canada, Ford Motors of Canada, General Motors of Canada, The National Bank of Canada, Procter & Gamble, and Unilever, among others.

etc.tv is a "Telescopic Television Advertising" model which leverages the video on demand (VOD) infrastructures of the Canadian digital cable distributors, to allow viewsers (viewer-users) to link from thirty second commercials directly to long form TV ads, on demand. With its first-to-market trial, etc.tv sets a global precedent as the first telescopic advertising on demand application deployed on a major broadcast network utilizing video on demand technology.

Viewsers, when presented with the etc.tv icon, will be able to link directly from the 30-second ad to a long form ad associated with the product or service advertised in the 30-second spot. They will also have the option to "bookmark" the long form advertisement to a personal bookmark page, allowing them to watch it later at a time when it is more convenient for them.

"Each of the charter advertisers participating in the Quebec trials demonstrated early and enthusiastic interest in the etc.tv Advertising On Demand model" said MacLean. "They recognize both the opportunity in gaining early, first-hand knowledge of new consumer behaviours from this emerging on demand television advertising model and the importance of staying ahead of the curve. We look forward to working closely with each of these major national advertisers in shaping this 21st Century TV advertising model."

Judy Davey, Vice President, Media and CRM, Molson Canada confirmed that, "With digital Television subscription having reached critical mass in Canada, we feel that the market is ready for a digital Television application which addresses Canadian TV viewers' growing desire to manage their consumption of both entertainment and advertising. etc.tv's ability to measure that behavior while reducing advertising waste by paying only to connect with qualified, self-selected prospects, responds to important challenges currently facing advertisers."

Paul Lavoie, Chairman and Chief Creative Officer of TAXI, the internationally awarded ad agency noted that the trend towards long form advertising has been building for some years. "There have been obstacles to its widespread adoption by advertisers," Lavoie explained, "including the lack of a viable channel to display longer form messages, simple navigation to find the content and a delivery cost that makes sense for advertisers. etc.tv has solved the puzzle."

Trials will take place over a ten (10) week period beginning in November on both the LCN and TVA television networks and will see the Charter Advertiser's ad campaigns enhanced with the etc.tv technology. The etc.tv application will be available to all Vidéotron digital cable subscribers when tuned to LCN and TVA. A full commercial launch of the etc.tv Advertising On Demand application will follow the trial period.

Since announced in March of 2005, the etc.tv trial continues to attract the interest of media and advertising experts internationally.

"Consumer control is the mantra of the future, and is the fundamental premise of the etc.tv capability", commented Jack Myers, the widely read editor of Jack Myers Media Business Report and a leading authority on interactive Television. "The commitment of leading global marketers to etc.tv reflects their commitment to advanced techniques that acknowledge and enhance consumer control over advertising exposure rather than fighting against it. The success and expansion of etc.tv's telescoping functionality is an inevitable reality in this new advertising environment."

Timothy Hanlon, Senior Vice President & Director Publicis Groupe Media speaking from his Chicago office, commented; "In a fast-changing television landscape where viewers have the ability to watch hundreds of linear channels, dozens of hours of time-shifted recorded programs, and thousands of hours of on-demand offerings, it's fair to say that the traditional approach to advertising in the medium simply won't cut it. Marketers need new approaches to ad messaging on television, and etc.tv offers a compelling proposition that just might show us how it could and should be done in the years to come."

Reneault Poliquin, Vice President, Group TVA Inc. expressed his pleasure with today's announcement commenting, "TVA is very pleased with the enthusiastic response we have received from our customers to this historical trial. It is clear that this prestigious group of advertisers recognizes the need to embrace new business models in order to gain insight into emerging consumer behaviours and the opportunities created by digital technologies"

"In working closely with Vidéotron to leverage the illico interactive digital television system," continued Poliquin, "TVA assumes a leadership role in providing innovative, next-generation Television advertising solutions which respond to challenges facing advertisers in a rapidly evolving media landscape."

For more information, please contact:

Ian MacLean
Vice President & General Manager
etc.tv
(514) 863 0567
ianm@etc.tv

Reneault Poliquin
Vice President,
Groupe TVA Inc.
(514) 598-2959

Manon Brouillette
Vice President, Marketing and New Product Development
Vidéotron
(514) 380-7112

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About etc.tv

The etc.tv Advertising on Demand Network (www.etc.tv) is a cross-platform, standardized business model that leverages the broadcast, Video on Demand (VOD) and digital video recorder (DVR) environments to allow Canadian Television viewsers access to Long Form Advertisements (LFAs), on demand.

About TVA Group

TVA Group (www.tva.ca) is an integrated communications company involved in television, production and distribution of audiovisual products, and in magazine publishing. TVA Group is North America's largest private producer and distributor of French-language entertainment, information and public affairs programming, and its largest publisher of French-language magazines. TVA Group's Class B shares are listed on the Toronto Stock Exchange under the ticker symbol TVA.b.

About Vidéotron

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, Internet access services and residential telephone service. 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 1,459,000 cable television clients in Québec; including over 411,000 illico subscribers as of August 31, 2005. Vidéotron is also the Québec leader in high-speed Internet access, with 591,000 clients to its cable modem and dial-up services. Vidéotron provides residential telephone service to more than 75,000 customers in Montréal, Québec City, Laval and Montréal South Shore.