KickApps Powers Groundbreaking Audience-Driven Multi-Platform Show Produced by Endemol UK

'Upstaged' Online Community Determines Who's Watched and Who Wins in Live Daily Competition

NEW YORK and LONDON, February 6, 2008-KickApps, the leading on-demand social media platform, today announced that it was selected by the BBC and Endemol UK, part of global entertainment producer Endemol, to power the online community for a groundbreaking multi-platform (online, TV and live) entertainment event called 'Upstaged.' Contenders for the show join the Upstaged community and submit an online proposal at www.bbc.co.uk/upstaged. Their fate, whether they're chosen to appear on the stage and whether they stay on the stage, is decided by the Upstaged online community.

Every week day Contenders will go head-to-head on two specially built glass stages in the middle of Millennium Square, Bristol. Contenders are tasked with trying to entertain the nation for six hours. Their acts will be shown on the Upstaged website and be featured in a BBC Three highlights show.

After scrutinizing their performance, the Upstaged community will vote for their favorite act. Each day's winner will perform again the next day with a new challenger brought forward to try and 'upstage' them. The rivalry all comes to an end in the late Spring 2008 with the crowning of an overall champion. Contenders can be alone or in groups, professional or amateur, entertainer or intellectual, the best of the best or the best of the worst.

The eight week event begins on February 4^th, 2008 with the final three weeks being accompanied by a simultaneous TV series. Upstaged is open to residents of the UK over the age of 18.

"Upstaged is ambitious and groundbreaking multiplatform entertainment. Our partnership with KickApps will play a crucial role in seamlessly integrating the online experience with the broadcast and live events." said Jim Harrison,Head of Broadcast, Endemol Digital Media.

KickApps is powering all of the social media functionality on the Upstaged site, including member/contender acquisition; user generated video submissions for members trying to be contenders; online profiles; voting onto the show; and voting for the winners throughout the entire event. In addition, Upstaged will leverage the KickApps programmable video player and Widgets so visitors can view submitted acts and watch live streaming video when contenders are on stage.

"Upstaged is a prime example of how social media experiences are being successfully adopted as core components of programming by innovative media companies," said Alex Blum, CEO, KickApps. "This unique event is a powerful example of the real business impact and innovation social media can have for media and entertainment brands. We look forward to watching the show and witnessing a major milestone unfold as this new entertainment model matures."

About KickApps

Selected by BusinessWeek readers as Best of the Web 2008, KickApps provides brands, enterprises and web publishers with solutions that enable social, interactive, dynamic, distributed and data-informed web experiences. KickApps solutions consist of a suite of hosted social and media applications and services that are used by some of the world’s largest websites and brands to grow & engage their online audiences and foster deeper relationships with customers. Clients include: Budget Travel, H&R Block, U2, CW Television, Guinness World Records, Special Olympics, HBO, Cinemax, Cox Television, the Phoenix Suns, the New York Knicks, the New York Rangers and thousands of other sites. For more information, visit www.kickapps.com and www.kickdeveloper.com.

KickApps Public Relations