PRESS RELEASE

Cisco and Sky Showcase Sky AdSmart at CES 2015

Revolutionary Approach to Pay-TV Advertising Empowers Brands to Select Their Audiences; AdSmart Reaches New Heights passing 1000 campaigns In Its 1st year

LAS VEGAS, Nevada, CES 2015, January 7, 2015 – At CES 2015 this week, Cisco and Sky, Europe's leading entertainment company with more than 20 million customers, are showcasing the success of their advanced approach to addressable TV advertising.

Sky AdSmart enables advertisers to target different ads to different households watching the same live linear TV program based on over 150 different demographic criteria. After a year of operation in millions of Sky homes in the UK and Ireland, it has brought new TV advertisers, brands and revenues to Sky Media.

The industry-first, revolutionary approach to TV advertising jointly developed with Cisco will be privately demonstrated for the first time in the United States to Cisco customers and partners at its CES campus at The Wynn Hotel, January 6 – 9.  

The technology overcomes the unicast nature of targeted advertising in the multicast environment of satellite operators.  By storing targeted ads on the DVR in the user's home and then signaling which ads should be inserted into the broadcast stream, satellite operators can now pursue a new revenue opportunity which enables businesses and brands of varying shapes and sizes the ability to be more specific about which audience sees their ads. Advertisers can choose from various factors like age, location, and lifestyle when choosing their audience, and data is derived from a combination of Sky's own data and publicly available information from consumer profiler experts such as Experian.

Sky is the first European broadcaster to offer targeted linear advertising to this degree of granularity and is the world's first operator to offer an end-to-end targeted advertising system at scale. It has enabled brands and advertising agencies to increase their investments in TV advertising.

Sky partnered with Cisco to create new service control solutions for the Sky AdSmart ecosystem and integrate them into Sky's existing video infrastructure, which included both internally- developed and third party components. Cisco contributions to the Sky AdSmart ecosystem from its Videoscape Cloud Solutions portfolio include:

• Channel scheduling & playout automation interfaces
• Digital encoder control and management
• Metadata creation and generation
• Digital mux and uplink capabilities
• DVR disk storage and filing control
• Conditional access and device addressability
• De-mux and decoding of live and stored transport streams
• Video presentation technology
• Audience Measurement System
• Appliance-level event logging and IP return path data reporting

To efficiently manage all these functions with frame-accurate timing end-to-end, Cisco also worked with Sky to develop next-generation control plane solutions that automate many aspects of this targeted advertising system.

Since the introduction of Sky AdSmart in early 2014, 357 advertisers based in the UK have run around 1000 individual campaigns using the technology. Of the advertisers that have used Sky AdSmart to date, 77 percent had not previously advertised on TV or had not advertised with Sky. In total, 895 million Sky AdSmart impressions have been served in Sky homes.

Supporting Quotes:

• Andrew Griffith, Group CFO, and Managing Director, Commercial Businesses, Sky

"Our work with Cisco to develop Sky AdSmart is helping us make TV more relevant to more brands, by enabling them to segment the audience in this way for the first time. Our combined technology has made TV advertising accessible to brands that had previously thought TV too broad a medium, as well as to local advertisers who felt TV wasn't focussed enough for them. Those brands that have made the leap are seeing huge success with Sky AdSmart and we look forward to advertisers spending more with us in 2015."

• Rob Lloyd, President, Development and Sales, Cisco

"Cisco and Sky are longtime collaborators on this ambitious program. By enabling advertisers to target their campaigns more accurately with Sky AdSmart, we are enabling incremental  revenue streams in pay-TV advertising and attracting new brands to the medium with innovative tools that increase customization, personalization and analytics for advertisers. Sky AdSmart is one example of how our Videoscape Cloud solutions fuel new growth opportunities for media and broadcast companies. We are excited to show off the immense potential of this revolutionary advertising model here at CES."

Supporting Resources:

• About SkyAdSmart
• Read Case Study: Sky AdSmart Revolutionized Pay-TV Advertising
• Cisco YouTube Channel: Sky and Cisco Build AdSmart to Transform the TV Ad Model
• Blog Series: Cisco at CES 2015: Cisco SP360: http://blogs.cisco.com/sp
• Follow Cisco at CES news and activities on Twitter: #VideoinCloud and @CiscoSPVideo

About Cisco
Cisco (NASDAQ: CSCO) is the worldwide leader in IT that helps companies seize the opportunities of tomorrow by proving that amazing things can happen when you connect the previously unconnected. For ongoing news, please go to http://thenetwork.cisco.com.

About Sky:

Sky is Europe's leading entertainment company. The group serves 20 million customers across five countries: Italy, Germany, Austria, the UK and Ireland. Sky offer the best and broadest range of content, deliver market-leading customer service and use innovative new technology to give customers a better TV experience, whenever and wherever they choose.

Sky has annual revenues of over £11 billion and is Europe's leading investor in television content with a combined programming budget of over £4.6 billion. The company employs 31,000 people and is listed on the London Stock Exchange (SKY).

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Final Phase 3 Results for GE Healthcare Investigational Imaging Agent Flutemetamol Presented at Alzheimer’s Association International Conference®

Press release:

17 July 2012

Final Phase 3 Results for GE Healthcare Investigational Imaging Agent Flutemetamol Presented at Alzheimer’s Association International Conference®

 

Results Show Agreement Between PET Image Reads and Amyloid Levels in Autopsy Studies

Vancouver, BC, CANADA – July 17, 2012 – GE Healthcare today announced the final results from a phase 3 study of the investigational PET amyloid imaging agent, [¹⁸F]flutemetamol in terminally ill patients who had agreed to undergo postmortem brain autopsy.[i] The data showed strong concordance (sensitivity and specificity) between [¹⁸F]flutemetamol PET images and beta amyloid brain histopathology. These data confirm the potential of [¹⁸F]flutemetamol as an imaging agent to detect beta amyloid plaque, a pathology associated with Alzheimer’s disease (AD), in living patients.

The data were presented at the Alzheimer's Association International Conference^® 2012 (AAIC^® 2012) in Vancouver and support an application for regulatory approval of [¹⁸F]flutemetamol, which is intended to be filed later this year. [¹⁸F]Flutemetamol is a GE Healthcare PET imaging agent in development for the detection of beta amyloid deposits in the brain.

“Currently, definite AD diagnosis requires postmortem examination of the brain for pathology such as neuritic beta amyloid plaques,” said Milos Ikonomovic, MD, Associate Professor of Neurology, Department of Neurology, University of Pittsburgh Medical Center, presenter of the study. “Because the ability to detect brain amyloid deposits in vivo may allow physicians to make a more accurate clinical diagnosis and potentially could enhance patient management, we were pleased to see that flutemetamol PET images accurately and consistently reflected fibrillar beta amyloid levels as detected later using postmortem histopathology analyses.”

The study presented at AAIC^® 2012 examined the autopsied brains of 68 subjects who had received [¹⁸F]flutemetamol imaging in life to detect the presence of brain beta amyloid pathology. The images were then evaluated visually by independent trained readers, and the flutemetamol retention in the brain was quantified using a standardized uptake value ratio (SUVR). The brains of subjects who subsequently died were evaluated histopathologically and compared to interpretations of flutemetamol PET scans.

[¹⁸F]Flutemetamol showed the ability to detect beta amyloid with a majority read sensitivity of 86 percent and specificity of 92 percent. Sensitivity is the percentage of amyloid-positive brains that are correctly identified by [¹⁸F]]flutemetamol image readers as abnormal, corresponding to positive amyloid pathology. Comparison within and between image readers documented strong consistency of interpretation.

The accumulation of beta amyloid in the brain is believed to play a role in the degeneration of neurons in AD and is one of several pathological characteristics implicated in its development. Currently, AD is confirmed by histopathological identification of core features, including beta amyloid plaques, in postmortem brain samples.[ii] Targeted amyloid imaging agents are being studied to determine their ability to help physicians detect amyloid deposition in living humans.

“The detection of beta amyloid plaque in vivo may enable physicians to clinically diagnose AD earlier, potentially improving patient care,” said Jonathan Allis, General Manager, PET, GE Healthcare Medical Diagnostics. “Flutemetamol imaging has the potential to be part of a larger diagnostic workup that may help doctors rule out AD by reliably showing the absence of amyloid deposits in patients with unexplained loss of cognitive function. We are pleased to report that flutemetamol acted as anticipated in this study and look forward to filing with the FDA.”

[¹⁸F]Flutemetamol is one component of a broad portfolio of diagnostic solutions that GE Healthcare is currently developing in the Alzheimer’s field. GE Healthcare is taking a comprehensive approach to understanding AD through its ongoing research to uncover the causes, risks, and physical effects of the disease. For example, the company is partnering with the pharmaceutical industry to identify a biosignature, or biological indicator, that may help physicians diagnose AD before the onset of clinical symptoms.

GE Healthcare offers a broad portfolio of imaging resources that support accurate visualization of the signs of neurodegenerative diseases via state-of-the-art scanners – including MRI, PET, and CT – that deliver clear visualization of the brain. In addition, an expanding portfolio of imaging agents is being developed to enhance visual evidence of disease and innovative software applications to aid physicians in image interpretation and determination of disease management. More specifically, our portfolio today includes cyclotrons and chemistry systems to manufacture PET imaging agents, PET and MR scanners to scan patients, and image analysis software to interpret the results.

GE Healthcare has been a key contributor to the Alzheimer’s Disease Neuroimaging Initiative (ADNI) since its inception. GE Healthcare also plays a key role in PredictAD, an EU-funded research project to develop solutions to enable earlier diagnosis of AD, and in the Coalition Against Major Diseases (CAMD).

Additionally, the combination of our different business offerings positions us well to offer an integrated global diagnostics solution to assist the pharmaceutical industry in its development of the next generation of therapies. To that end, we are working with potential partners in the industry to understand their strategic needs and design solutions, and help provide imaging support for pivotal therapy trials.

About GE Healthcare
GE Healthcare provides transformational medical technologies and services that are shaping a new age of patient care. Our broad expertise in medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, biopharmaceutical manufacturing technologies, performance improvement and performance solutions services help our customers to deliver better care to more people around the world at a lower cost. In addition, we partner with healthcare leaders, striving to leverage the global policy change necessary to implement a successful shift to sustainable healthcare systems.

Our “healthymagination” vision for the future invites the world to join us on our journey as we continuously develop innovations focused on reducing costs, increasing access and improving quality around the world. Headquartered in the United Kingdom, GE Healthcare is a unit of General Electric Company (NYSE: GE). Worldwide, GE Healthcare employees are committed to serving healthcare professionals and their patients in more than 100 countries.  For more information about GE Healthcare, visit our website at www.gehealthcare.com.

For our latest news, please visithttp://newsroom.gehealthcare.com/http://newsroom.gehealthcare.com

NOTES TO EDITORS

] Ikonomovich M, Buckley C, Smith A et al. [¹⁸F]Flutemetamol injection PET images reflect brain amyloid levels. Data presented at Alzheimer's Association^® International Conference 2012 (AAIC 2012), Vancouver, BC, Canada.

[ii] Dementia: Hope Through Research. National Institute of Neurological Disorders and Stroke website.http://www.ninds.nih.gov/disorders/dementias/detail_dementia.htm. Accessed July 13, 2011.