Fisher Communications, Inc. (NASDAQ: FSCI) today announced that it
has launched a network of 43 hyperlocal neighborhood Web sites in
the Seattle market, increasing local content offerings and
expanding advertising opportunities for local businesses. The
hyperlocal sites bring together KOMO television's valuable content
and DataSphere Technologies' new LocalNet service, an online
platform that provides technology, advertising and sales solutions.
This extensive network of Web sites will be the largest
hyperlocal system in any one region in the country. The sites are
designed to provide local communities with the best source of
information about the news, events, entertainment and personalities
relevant to their day-to-day lives. The new sites include
BallardKOMO.com, BellevueKOMO.com and 41 others. A complete list of
the sites can be found at http://www.komonews.com/communities.
"These sites further integrate KOMO News into the fabric of the
neighborhoods of Seattle," said Fisher Seattle Vice President and
General Manager Jim Clayton. "They will provide KOMO News with an
excellent opportunity to build relationships with small local
businesses and enhance the timeliness and breadth of our news
gathering operations."
To support its hyperlocal Web sites, KOMO will restructure its
Seattle newsroom to effectively and efficiently capture and post
community news on a real-time basis. Local stories and breaking
news that KOMO reporters cover on a daily basis will be
complemented with user generated content, and also with content
provided through an innovative partnership with Windermere Real
Estate, a company with local knowledge and strong presence in each
community.
Fisher's President and CEO Colleen B. Brown explained, "As
consumers are increasingly tapping into social and digital media
platforms for their news and information, we are implementing our
strategic plan and adapting initiatives and content offerings to
match these changing industry dynamics." She added, "We are using
our rich broadcast heritage as the foundation for our 'broadcast to
broadband' initiative in order to provide cost efficient relevant
information to our audience and more targeted messaging for our
advertisers."
Troy McGuire, vice president of news and general manager of
Fisher Interactive Network, said, "We believe we have
differentiated our hyperlocal program from others by developing an
innovative content development strategy and an ability to rapidly
monetize our program."
The new sites are the first example of DataSphere Technologies'
new LocalNet service, which provides TV broadcasters and other
local media companies with the opportunity to take advantage of
powerful existing brands and communication channels to build
relevant and valuable online assets. LocalNet is a complete
solution to address the local small business advertising market,
including not only technology but also a seasoned, professional
sales team. New clients can be up and running within weeks.
"Fisher Communications is a true leader in the extension of
traditional media to the online world," said Satbir Khanuja, CEO of
DataSphere Technologies. "We are thrilled to be working closely
with them. Our solution provides an exciting vision for companies
seeking to grow their online revenue without a substantial
technology or sales force investment."
This latest collaboration between Fisher and DataSphere builds
on Fisher's earlier adoption of DataSphere's Search and Discovery
for Media. The original implementation resulted in an increase in
search driven page views of more than 5 times and more than a 25%
increase in gross Web site revenue within the first 3 months.
Fisher expects to launch similar platforms in its other markets,
beginning with Portland later this fall. In addition, Fisher and
DataSphere anticipate distributing the technology and sales
solution to other broadcast companies looking to establish
hyperlocal sites.
NOTE: KOMO has produced three 30-second videos to promote the
Company's hyperlocal Web sites. The videos can be found at
http://communities.komonews.com/content/komo-communities.
About Fisher Communications, Inc.
Fisher Communications, Inc. is a Seattle-based communications
company that owns and operates 13 full power television stations
(including a 50%-owned television station), 7 low power television
stations, and 8 radio stations (in addition to 2 radio stations not
owned by the Company but for which the Company provides programming
or sales services) in the Western United States. The Company also
owns and operates Fisher Interactive Network, its online division;
Fisher Pathways, a satellite and fiber transmission provider; and
Fisher Plaza, a media, telecommunications, and data center facility
located near downtown Seattle. For more information about Fisher
Communications, Inc., go to www.fsci.com.
About DataSphere
DataSphere Technologies, Inc. (http://www.DataSphere.com) is a
Software as a Service (SaaS) Web technology and hyperlocal ad sales
company focused on generating online profits for media companies.
DataSphere offers a range of turnkey solutions to rapidly improve
site monetization and experience with minimal investment of time
and money.
DataSphere is headquartered in Bellevue, Washington, USA and led
by a team of Internet veterans with backgrounds from Amazon.com,
IMDb, Microsoft, RealNetworks and AltaVista.
Forward-Looking Statements
This news release includes forward-looking statements. We have
based these forward-looking statements on our current expectations
and projections about future events. Forward-looking statements
include information preceded by, followed by, or that includes the
words "guidance," "believes," "expects," "anticipates," or "could,"
or similar expressions. For these statements, the Company claims
the protection of the safe harbor for forward-looking statements
contained in the Private Securities Litigation Reform Act of 1995.
The forward-looking statements contained in this news release,
concerning, among other things, changes in revenue, cash flow and
operating expenses, involve risks and uncertainties, and are
subject to change based on various important factors, including the
impact of changes in national and regional economies, our ability
to service and refinance our outstanding debt, successful
integration of acquired television stations (including achievement
of synergies and cost reductions), pricing fluctuations in local
and national advertising, future regulatory actions and conditions
in the television stations' operating areas, competition from
others in the broadcast television markets served by the Company,
volatility in programming costs, the effects of governmental
regulation of broadcasting, industry consolidation, technological
developments and major world news events. Unless required by law,
we undertake no obligation to update or revise any forward-looking
statements, whether as a result of new information, future events
or otherwise. In light of these risks, uncertainties and
assumptions, the forward-looking events discussed in this news
release might not occur. You should not place undue reliance on
these forward-looking statements, which speak only as of the date
of this release. For more details on factors that could affect
these expectations, please see the risk factors in our Annual
Report on Form 10-K for the year ended December 31, 2008, as
updated by the risk factors contained in our Quarterly Report on
Form 10-Q for the quarter ended June 30, 2009, both of which we
have filed with the Securities and Exchange Commission.
Media Contacts: Fisher Communications Sard Verbinnen & Co
Ron Low or David Isaacs (415) 618-8750 DataSphere Erin Coffey
Rinabarger Email Contact (425) 644-7540
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