bee.tv Launches iPhone Application Showcasing its Personalized TV & Movie Recommendation Service

Mobile-First Market Entry Gives Consumers an Exclusive Preview of bee.tv's Next Generation Technology Coming Soon to the Web and iPad

SAN FRANCISCO, California and MILAN, Italy, May 27, 2010 - Bee.tv (www.bee.tv), a new service that helps consumers find and
discover TV shows and movies on television, the web and mobile, announced
today the launch of an iPhone App available now on the Apple iTunes App Store
(www.itunes.com/appstore).

The beetv mobile application enables users to receive personalized
recommendations for content ranging from real-time broadcast programming to
online and mobile TV shows and movies. Content recommendations are generated
by a proprietary technology that analyzes and matches individual tastes and
preferences "Now more than ever, TV and movie fans can be directed to the
content that they want to see, when they want to see it and on their platform
of choice- TV, web, mobile - without having to channel surf," said Yaniv
Solnik, CTO. "Our App is the first in the mobile space to provide
personalized TV and movie recommendations that extend cross platform."

The application is also a "mobile-first" market entrance, preceding the
release of the bee.tv online experience which is currently in closed beta.
"We've had an excellent response to the online closed beta and ran out of
beta codes almost immediately. Currently, there is a waiting list," said
Solnik. However, no beta code is required for the iPhone Application and
users who download it will have access to the online site (www.bee.tv)
which is not yet available to the general public.

Users of the bee.tv iPhone App will be able to manage their TV
entertainment experience from a single, convenient and easy to access place:

    - Receive personalized recommendations for broadcast TV, online and
      mobile TV content
    - Discover new TV shows and movies you can watch on your iPhone, iPod
      Touch, TV, the Web and iPad
    - Find TV shows and movies you like from Apple iTunes and other
      storefronts
    - View customizable TV listings
    - Request shows similar to the ones you like
    - Create your own watch list
    - Request TV reminders with smart alerts
    - Rate, comment on and share recommendations with friends

"With the bee.tv app, you don't search for content, the content finds
you," said Rodolfo Hecht, Chairman. "We are excited to offer consumers this
mobile-first experience of bee.tv on their iPhone and we look forward to
opening up the site to the general public soon."

The beetv iPhone application is offered for free to consumers and is
available from Apple's App Store in the Lifestyle section on iPhone or iPod
Touch or at www.bee.tv/iphone/

For more information visit www.bee.tv/ or go to
bee.tv/.yj0442 to view images of the application.

You can become a fan of bee.tv on Facebook and follow bee.tv (@bee_tv) on
Twitter to find out What's On TV any night of the week with the bee.tv lists.

About bee.tv Founded in 2008 by leading media and technology veterans
Rodolfo Hecht, Yoram Granit, and Yaniv Solnik, bee.tv has been working
vigorously on developing a service solution that lets viewers easily and
enjoyably find the most relevant TV content across multiple platforms and
devices.

bee.tv is headquartered in Milan, Italy, with a technology team in
Herzliya, Israel and a business office in San Francisco. The company is
backed by Innogest, the leading Italian venture capital firm. Bee.tv and the
bee.tv logo are trademarks of Honeybee, Ltd.

    Contact Information:

    Bill Godwin
    VP Business Development
    bill@bee.tv
    +1-(415)-552-4001

    Gilda Testa
    Marketing Manager
    gilda@bee.tv
    +39-331-645-7142

Contact Information: Bill Godwin, VP Business Development, bill at bee.tv , +1-(415)-552-4001. Gilda Testa, Marketing Manager, gilda at bee.tv , +39-331-645-7142.