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Zap Singapore’s first interactive billboard with ZapCode

Billboard in Orchard Road combines digital mobile technology with traditional media

Singapore - 19 October, 2007 - SPH NewMedia Pte Ltd (SPH NewMedia), the distributor of ZapCode, a breakthrough technology to use mobile handsets to access information from the Internet, has launched Singapore’s first interactive billboard located in Mid-Point Orchard that combines innovative digital mobile technology with traditional media. Mobile handset users with the installed software known as ColorCam can interact with the advertisement on their mobile handsets by "zapping" the code on the billboard to participate in a weekly promotion draw with prizes sponsored by InFocus, Epson and Philips.

Launched in end-September, this interactive billboard has generated more than 1,200 zaps from people in the Mid-Point Orchard vicinity that capture or scan directly the code on the billboard through more than 168 mobile handsets. The campaign will end on 2nd December 2007.

All successful zaps will automatically direct the user to a mobile micro site on the mobile handset to enter their details for the weekly promotion draw*. As the first Out-of-Home advertising campaign that combines the elements of traditional and digital media, SPH NewMedia hopes to demonstrate to the advertising industry the value of using ZapCode with traditional media, as the more time people stop what they are doing and interact with the ZapCode billboard, the higher their retention of the brand and communication message.

"With this program, ZapCode hopes to connect with the growing number of mobile users in Singapore, ultimately providing them with an enhanced mobile experience that helps them enjoy great deals while on the go." says William Tan, General Manager of SPH NewMedia Pte Ltd.

*Standard GPRS costs apply.

Issued by Singapore Press Holdings Limited
Co. Regn. No: 198402868E

For media enquiries, please contact:

Darren Yan
Marketing Manager
SPH NewMedia Pte Ltd
ZapCode Division
Hp: 9182 5717
Email: darreny@sph.com.sg

Adrian Cheong
Assistant Manager
Corporate Communications
Singapore Press Holdings
Tel: 6319 2261
Hp: 9798 6097
Email: cheongcy@sph.com.sg

About SPH NewMedia Pte Ltd

SPH NewMedia Pte Ltd, a subsidiary of Singapore Press Holdings Limited, is the master distributor and licensee of the ZapCode technology in Singapore. ZapCode is essentially a colourful, high-tech advance over the familiar black and white barcode. Users need only to point the camera on their mobile phones at a ZapCode icon and click. The free award-winning software then reads and deciphers the ZapCode and triggers the sending of data back to the device.

About Singapore Press Holdings Ltd

Newspapers and Magazines
Main board-listed Singapore Press Holdings Ltd (SPH) is the leading media company in Singapore, delivering news and information through print, Internet and broadcasting platforms. In Singapore, it publishes 14 newspapers in four languages. Every day, 2.7 million individuals or 83 percent of people above 15 years old, read one of SPH’s news publications. SPH also publishes over 90 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology.

Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 110 million pageviews with 7 million unique visitors every month. Apart from SPH AsiaOne portal, SPH’s online and new media initiatives include a revolutionary mobile advertising and information service, ZapCode; online marketplace for products, services and employment, ST701; and STOMP (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging.

Broadcasting
SPH has a 20 percent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40 percent stake in MediaCorp Press Pte Ltd, which publishes the free newspaper, Today. In the radio business, SPH has a 80 percent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 FM in Mandarin and Radio 91.3 FM in English.

Outdoor Advertising
In addition, SPH has ventured into outdoor advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore´s largest outdoor motion display advertising network media company, and a 35 percent stake in TOM Outdoor Media Group, a leading outdoor advertising company in China.

Properties
SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore’s main shopping belt. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.