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Burbank Media Company Launches First Dental TV Network

TV with a Bite, Where Patients See Advertisers Now

Burbank, CA, September 20, 2007 --( Private Dental Network (PDN), Inc, a California based media company, announced that it is launching the first digital television network designed exclusively for dental offices and dental patients utilizing internet protocol television (IPTV) technology.

The initial PDN national roll-out includes the top 10 major metropolitan areas and will reach approximately 200,000 viewers per month. With the current pace of dentists signing up for the oral health channel, PDN anticipates a national audience of 1,000,000 viewers per month within the next 12 months.

Complete with a library of several hours of originally produced patient education content by award winning production and graphics partners, PDN is the newest addition to the rapidly growing out-of-home advertising segment.

“We partnered with a dynamic Hollywood production team, Fairplay Pictures, Inc., to bring exceptional quality and entertainment value to material not often seen as entertaining. We take fresh smiling faces to the beaches, parks and out of the reception area to discuss oral health with anxious, waiting patients,” said Matthew Berriman, Operations Officer for PDN. A ticker brings the latest news, weather and sports to the viewer on a wide-screen, LCD monitor.

Topics range from “Fighting Gum Disease”—with a karate-clad dentist talking about the links between gum disease and heart attack, stroke, diabetes, and even Alzheimers—to lasers, TMD, whitening and smile make-overs.

Testing and evaluation began in 2002 with a diverse group of California dental offices that were early adopters of broadband services in their offices. The brainchild of Mark Cafolla, PDN was five years in the making. “After all of our hard work,” says the long time Los Angeles entrepreneur, “the launching of this narrowcast network nationwide is well overdue and remains highly charged with excitement and support from dentists seeking to communicate to their patients as well as advertisers targeting a quality captive audience.”

Similar to traditional television, advertising is interspersed with originally produced programming segments. Additionally, each location can also run custom material such as an introduction to the office staff, dental make-overs featuring their own patients or even their own office commercial.

Currently, general ads can be purchased through Peak Advertising, a Los Angeles-based agency or SeeSaw Networks, a San Francisco-based agency in :10, :15, :30 and :60-second segments.

PDN is updated every month. Following the broadcast calendar, minimum advertising schedules range from 1-month to 12-month flights.

The captive audience generally waits for 15 to 30 minutes in the dentist’s waiting room before their appointment. “PDN is not only a great vehicle, it may be the perfect vehicle for advertisers to reach an audience that is attentive and receptive to dental education and entertainment focused on healthy living,” says Cafolla. “PDN truly is the advertisers’ ultimate vehicle for delivery.”

PDN has a panel of dentists who review and vet individual segments throughout the scripting process through to productions completion.

Mainstay segments often include “Tooth Time,” a segment of trivia that has tidbits like how many teeth a tiger shark produces in 10 years—24,000.

Who: Private Dental Network, a Burbank, CA media company.

What: A specialized television network being installed in dental office reception areas nationwide with healthy living, lifestyle and oral health programming delivered by IPTV technology.

Where: Top 10 major US cities—NY, LA, Chicago, Philadelphia, Dallas, San Francisco. Boston, Atlanta, Washington DC, Houston.

When: Roll out in progress. 200,000 viewers per month by end of September, 400,000 by end 2007.

Why: Patients usually wait 15-30 minutes for their appointments. Many are bored and nervous; some are anxiety-ridden. These entertaining TV clips—with news, sports and weather tickers—inform the person about the importance of dental health, available oral care products and services and are a great way for advertisers to reach a captive audience.


Additional Information:
Please Contact
Matthew Berriman, (818) 840-8525
Dell Richards Public Relations
(916) 455-4790

Contact Information
Private Dental Network
Matthew Berriman

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