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(Bath, April 15 2008) The Filter, a personalised content filtering system that aggregates entertainment and information and connects users to content reflecting their tastes or moods, goes into private beta today.

In addition to launching as a consumer experience at www.thefilter.com, The Filter will also provide white label and co-branded solutions for content partners seeking to better match their inventory of content to their visitor’s tastes.

The system is the vision of Grammy Award winning artist and digital media pioneer Peter Gabriel.

"We believe one of the many joys of the internet would be freedom of choice, but many of us are now drowning in an ocean of options. An intelligent filter can remove the burden and boredom of choice and get us what we want and need with plenty of exploration and discovery. The Filter is a smart on-line companion - once it knows you, your tastes and your moods, it can discover treasure for you every time" say Peter Gabriel.

The Filter uses an advanced algorithm derived from the world of artificial intelligence and Bayesian mathematics to filter out irrelevant content and filter in content that reflects an individual’s tastes and moods across entertainment media, including music, film, web video, entertainment news and, in time, TV.

Also included in The Filter is a strong element of social networking that allows a user to share and recommend newly discovered content with friends, and the potential to shape your own digital discovery experience by using other peoples’ tastes.

“The Filter’s ability to understand a person’s tastes and personality makes it a breakthrough solution for individuals struggling to wade through the enormous amount of information online,” said David Maher Roberts, CEO of The Filter. “No one else can aggregate customised content across multiple entertainment platforms the way The Filter can, and we expect it will make the online experience far more enjoyable for all who use it.”

The Filter is expected to be available for public use in May 2008.

Private beta access will be given on request.

Background on The Filter
The Filter was developed and founded by Martin Hopkins and Rhett Ryder in Bath, England. David Maher Roberts, a new media and marketing expert who came on board as CEO last Autumn following a career in digital publishing, joined CMO Andy Semple, a former director at Dennis Inc. and Future plc. The Filter is backed by Peter Gabriel’s Real World Group and Eden Ventures, the award-winning technology venture capitalists. To date, $8.5 million has been invested in the venture.

The Filter initially launched in the UK solely as a downloadable playlist creator and music discovery application, and has also been supplying recommendations for Nokia, MSN and The Ministry of Sound's online stores. The downloadable version of The Filter has so far been used in 164 countries, and by over 200,000 people.

The Filter also provides an unparalleled solution for content partners seeking to maximise their inventory by matching more content to their customer’s tastes and moods.

"Online inventory of digital content just keeps on growing, while our computer screens and attention spans remain the same, so just adding inventory will not lead to increased sales and traffic," continues David Maher Roberts. "The Filter's advanced personalised filtering tools will help content businesses increase their sales and online activity by simply ensuring that every inch of screen space is targeted and personalised for each person."

The Filter’s database currently includes over 5m songs, 330k movies and consumption evidence from more than 50m individual purchases and playlists.

Contact
Marc Ambasna Jones, Monument PR, 01225 580141, marc@monumentpr.com

Mat Fordy, Monument PR, 0207 953 3800, matf@monumentpr.com












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