The Score and MyThum empower viewers to participate in programming through SMS


    TORONTO, July 2 /CNW/ - Got a sports opinion to get off your chest, but
you don't want to get off the couch? Now there is a way. The Score Television
Network has partnered with MyThum Interactive to deliver the next generation
in interactivity for sports fans, txtTV. Hardcore sports fans can now share
their two cents on The Score broadcasts in the form of rants, opinions, votes
and predictions - all via mobile SMS.
    Starting today, users will be able to text in their expert opinions
during select live Score-produced programming, including Drive This (4-6pm
EST). Viewers at home will be able to interact with the hosts and help steer
the direction of the programming. Sports experts will also be able to
customize their nickname and hometown to help solidify their status as
recognizable on-air personalities.
    The Score, with a focus on integrating cutting-edge user-generated
content, is now taking interactivity directly to the broadcast with txtTV.
    "The Score is the only sports network that truly integrates the authentic
voice of the sports fan," explains Richard Garner, VP of Programming, at The
Score. "Utilizing SMS as another means for viewers to share their opinions
makes perfect sense for our younger skewing audience."
    The interactive component is powered by MyThum Interactive, a leading
innovator in Interactive Television Solutions. Michael Carter, President and
CEO of MyThum, is excited with the opportunity to work with another leading
broadcaster in North America. "Experience has shown that viewers want to
engage with Television programming through their mobile device. We are proud
that The Score has chosen MyThum to act as the bridge to connect with their
viewers, in this meaningful and relevant manner."
    The Score continues to further develop interactive innovation in order to
deepen the connection with its viewers. Plans are also in place to incorporate
user generated pictures via MMS into the broadcast, as well as viewer webcam
sessions and MSN Messenger interactivity.
    To learn more, go to www.thescore.com/iTV.

    About Score Media Inc.
    ----------------------
    Score Media Inc. (TSX: SCR) is a media company committed to creating
consumer value through creative solutions, technology, and innovation in
response to sports fans' growing desire for increased participation in their
consumption of sports content. Score Media's main asset is The Score
Television Network, a national specialty television service providing sports,
news, information, highlights and live event programming, available across
Canada in more than 6.3 million homes. Score Media also operates Hardcore
Sports Radio, a satellite radio network available across North America on
SIRIUS Satellite Radio, and other interactive assets including theScore.com,
ScoreMobile, and Score Poker.

    About MyThum Interactive Inc.
    -----------------------------
    MyThum Interactive is Canada's leading mobile media company, helping
brands and broadcasters to build a direct relationship with consumers through
their mobile phone. MyThum powers mobile strategies using a comprehensive
toolkit that includes text messaging, interactive television, mobile web, rich
content, interactive voice response and promotion through out-of-home digital
media. MyThum is a privately held company based in Toronto. Learn more at
www.mythum.com.

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For further information: Score Media Inc.: Benjamin Levy, Executive Vice
President and Co-COO, Score Media Inc., (416) 977-6787 x2300,
blevy@scoremedia.ca; or Craig Malanka, Director, Marketing, Score Media Inc.,
(416) 977-6787 x2258, craig.malanka@thescore.com; MyThum Interactive Inc:
David Brown, Director, Business Development, MyThum Interactive Inc, (416)
848-4115 x 245, dbrown@mythum.com