Time Warner Cable today announced the launch of active advertising in New York City, providing advertisers with digital tools to drive engagement and greater ad effectiveness. A traditional 30-second spot is now capable of engaging a viewer through an interactive overlay that is scheduled to appear during the ad, offering the viewer an opportunity to vote, request more information, learn more information or telescope to view long-form videos presented in an on-demand environment. Advertisers that take advantage of these new digital features can also benefit from being able to get better measurement on the impact of their ads.

These ads will run in Time Warner Cable's advertising inventory on more than thirty cable networks including New York 1 News, a leader in interactivity in New York City. In addition, Time Warner Cable is joined by WNBC TV Channel 4 New York, continuing its partnership with NBC Universal in leveraging enhanced digital television functionality to offer such features as voting and polling on Bravo's Top Chef and NBC's Last Comic Standing. WNBC TV will be the first broadcast station in New York City to run many of the enhanced 30-second spots. Through this partnership, the station can make Time Warner Cable's active advertising available to shared advertisers such as General Motors and American Express.

"With the launch of active advertising in New York City, major advertisers and agencies can now see first hand the potential value of our digital tools to drive viewer engagement and to measure ad effectiveness," said Joan Gillman, President of Time Warner Cable Media Sales. "We are also happy to be partnering again with NBC Universal, who continues to embrace the benefits of our interactive platform."

"We're excited to partner with Time Warner Cable on such innovative products and to be the first station in New York City to offer our advertisers the most desirable market and audience," commented Frank Comerford, President and General Manager, WNBC.

Leading brands, such as American Express, GE, General Motors and Warner Bros. Studios will participate in this advanced advertising application during the fourth quarter of the year. Each campaign produced by these advertisers will incorporate new digital features. These features range from an overlay prompting the viewer to vote on a question, to providing the opportunity to telescope to a long-form video content experience or "VOD showcase." Some advertisers may include a combination of two or more features in any single ad. Depending on the ad, viewers will respond to the call-to-action by pressing A, B, C, or Select on their remote control.

Customers of Time Warner Cable's digital TV service will see advertisements promoting a suite of VOD channels. These VOD channels include DriverTV, Movie Trailers On Demand and ExpoTV. Viewers will have the ability to press a button on their remote control to automatically tune to these VOD environments.

DriverTV is an on-demand automotive catalog that delivers a showroom experience to viewers through videos that showcase vehicles from a number of auto manufacturers. DriverTV launched earlier this year on Time Warner Cable's New York City systems. The GM Showroom is featured within this On Demand channel.

Movie Trailers on Demand provides viewers the opportunity to watch previews for soon to be released films or those currently in theaters. GE and Warner Bros. Studios will have a presence on Movie Trailers on Demand. GE will debut "GE's imagination theater," a series of short films designed to further engage consumers with its brand, on this channel.

ExpoTV provides research and video demonstrations for a wide range of products including electronics, food, beverage, health and personal care items. ExpoTV, which recently launched in Time Warner Cable's New York City division, provides advertising opportunities for both national and local advertisers to feature short or long-form video experiences.

"Not only does this interactive advertising model promise great benefits to local and national advertisers, but it also offers us an effective way to promote our own products and services," said Barry Rosenblum, Executive Vice President of Time Warner Cable's Northeast Region. "We have seen first hand the benefits that these advanced advertising tools bring from our experiences in several of our upstate divisions."

Time Warner Cable first launched active advertising in Albany, NY and Hawaii in 2005. Since then Syracuse, Rochester and Binghamton have been offering active advertising for nearly a year. It is the first cable operator to offer this suite of digital solutions to advertisers. Active advertising is also expected to increase awareness and usage of Time Warner Cable's video-on- demand environment and will provide the company an interactive way to promote its own products and services.

About Time Warner Cable
Time Warner Cable owns and manages cable systems serving 13.5 million subscribers in 33 states. Passing approximately 26 million homes, Time Warner Cable includes some of the most technologically advanced and best-clustered cable systems in the country, with nearly 85 percent of the Company's customers located in five geographic regions: New York, Texas, Ohio, the Carolinas and southern California. Leveraging its leadership in innovation and quality customer care, Time Warner Cable delivers advanced products and services such as video on demand, high definition television, digital video recorders, high-speed data and Digital Phone. Time Warner Cable is a subsidiary of Time Warner Inc. (NYSE: TWX).