Optus, Seven Network, Pineapplehead and ICE Interactive will test a pioneering interactive television (iTV) application as part of Optus's trial of digital iTV. The application will enhance the free-to-air rugby broadcast of the Bledisloe Cup on September 1 providing viewers with on-demand access to live match statistics that have never previously been available to viewers.

This project has delivered an Australian television first by combining Seven's digital free-to-air rugby broadcast signal and on-screen graphic look; real time match statistics collated by Pineapplehead; and ICE's enhanced TV software application and iTV project management services to deliver a compelling enhancement to viewers participating in the Optus iTV trial. The interactive enhancements of Seven's digital free-to-air rugby broadcast are delivered independently over Optus's digital cable network to set-top boxes.

"The test of this rugby application is a true collaboration and demonstration of things to come," said Adrian Chamberlain, Managing Director of Optus Consumer & Multimedia.

"It is a clear indication of Optus working with free-to-air networks to deliver enhanced applications to consumers. We are bringing together the powerful technological capabilities of the Optus broadband network, state-of-the-art technology and innovative partners to give our trialists a taste of the future, today."

"The trial of an interactive enhancement to Seven's rugby broadcast is a key learning experience for us as we take steps towards the introduction of digital terrestrial interactive services", said Mark Cloudsdale, Seven Network General Manager Digital Content and Creative Services. "This project is all about making sure we offer products and services that truly connect with the viewer and respond to their needs. Seven is pleased to have the opportunity to work with specialists at ICE Interactive, Pineapplehead and Optus, to jointly deliver an Australian television first."

Pineapplehead, Australia's leading sports broadcast technology company and ICE Interactive, Australia's leading iTV services company, recently announced a long term alliance to develop iTV applications to enhance sports broadcasts globally. This is the first of many joint projects.

According to Merv Kiley, Vice President Business Development of Pineapplehead, "In the future, ICE's sports applications will increase advertising rate card values for our customers by combining our live match statistics services and existing products, such as Virtual Goal, with iTV's proven ability to attract, retain and communicate directly with viewers. This project is the first deployment of the integrated Pineapplehead and ICE sports broadcast technologies that we are commercialising globally."

"ICE, as project lead, uses its commercial, production and software development skills to deliver integrated enhanced TV services for broadcasters and pay television operators", said Martin Oldfield, Vice President Corporate Development ICE Interactive. "Working with a range of diverse partners to deliver this project is really exciting and exactly why ICE was created."

About Seven Network Ltd.

The Seven Network is Australia's largest commercial television network, with television stations in each capital city. Over the past eighteen months, Seven has played a lead role in driving digital uptake through viewer education programs, set-top box product development and the creation of innovative programme applications. The rollout of digital architecture is a significant feature in Seven's digital strategy. A newly completed, state-of-the-art network broadcast centre in Melbourne's Docklands precinct forms the hub for the creation and distribution of the company's digital content. When the new centre is commissioned, Seven will be the first Australian network and one of the world's first broadcasters to archive and distribute all content from digital servers.

Seven believes strong content and the ongoing development of new consumer services - and not just improved picture and sound quality - will drive the uptake of digital television amongst Australian audiences. The network is producing interactive components for a number of its current and future Australian programming - focusing initially on news, sports and lifestyle programming.

About Optus

Optus is Australia's leading integrated communications company - serving around five million customers each day. The company provides a broad range of communications services including mobile, national and long distance services, local telephony, business network services, internet and satellite services and pay television.

Since commencing operations in 1992, Optus has invested more than $7bn in the construction of fixed, mobile and satellite networks, including central business district and suburban local access networks. These networks provide the company with an advanced technology platform capable of delivering integrated communications, information and entertainment services.

The Optus iTV trial commenced in June and involves more than 300 Australian households. More than 40 content partners have signed to date for the TV Net component of the Optus iTV service - these represent some 50 sites across a range of categories including news, shopping, sport, finance and entertainment.

About Pineapplehead Ltd.

Pineapplehead Limited (ASX:PNH) successfully listed on the Australian Stock Exchange in June 2000. The company was formed in 1987 by Evan Kourambas and Peter Lamb initially to provide specialist video products. This division of the company, Pineapplehead Distribution, holds a dominant position in this market in Australia and New Zealand.

Pineapplehead also provides world leading TV sports graphics and statistics. European contracts are cricket broadcasting with Channel 4 in the UK and cricket statistics for sports.com. In Australia Pineapplehead provides the support for cricket broadcasting with Channel 9, virtual horse racing with the Ten and Nine Networks and Green Reader golf graphics with Channel 7.

The company is changing the presentation of live sport. Pineapplehead has been instrumental in introducing new technology in TV graphics. This increases the ability for broadcasters to analyse live play situations.

Pineapplehead's board is made of some of Australia's most eminent company directors including Stan Wallis as chairman. www.pineapplehead.com.au

About ICE Interactive Ltd.

An unlisted public company based in Sydney Australia, ICE Interactive Limited is a leading interactive television (iTV) services company in Australia and the Asia Pacific region. ICE's software enables enhanced television broadcast and interactive applications to be designed and implemented in a time and cost efficient manner in cable, satellite and terrestrial broadcast environments.

As a service to network operators, ICE provides professional consulting services to customize, integrate and support broadcast network implementations in compliance with emerging digital TV standards such as MHP and established middleware platforms including Liberate and OpenTV.

The Company's shareholders include global leaders in information technology, Oracle Corporation and Liberate Technologies, and Australian ASX listed company Burdekin Pacific Limited (ASX: BKS).

For further information or interviews contact:
Melissa Favero
Manager, Public Affairs Optus
Phone: (02) 9342 5030
Mobile: 0412 001 487
Email: melissa.favero@cwo.com.au