Marco Comastri Joins the beeTV Board of Directors

MILAN, November 5, 2010 - beeTV announced today the appointment of Marco Comastri, Vice
President of Microsoft MEA, as a director of the board of directors of the
company, effective immediately.

"I am very pleased to welcome Marco Comastri to our Board of
Directors," said Rodolfo Hecht, Founder, Chairman & CEO of beeTV. "His
demonstrated success and broad depth of experience in the ICT and New Media
sectors will be of great value to beeTV. We recently entered the US market
with a consumer cross-platform service offering that received great feedback
and will soon be announcing the closing of a major deal with a leading
European broadcaster. We believe that Mr. Comastri's appointment will bring
in a strong strategic vision well suited for our plans of growth in the
business and consumer markets."

Marco Comastri commented: "I'm excited to be part of the
Company's Board of Directors. I believe beeTV is uniquely positioned to
redefine today's TV watching experience thanks to a sophisticated &
proprietary technology that will revolutionize the way we consume and enjoy
TV content across platforms. I look forward to working with the team to
contribute to the company' growth and success in every possible way."

With the addition of Mr. Comastri, the Company's Board of
Directors now comprises six members, including three independent directors.

beeTV is a TV and movie recommendation service based on
proprietary technology designed to help consumers find content that is
relevant to them on the television, web and mobile platforms. Founded in 2007
by leading media and forward thinking technologists, beeTV 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.

Additional information: www.bee.tv

    Contact:
    Gilda Testa
    T: +39-331-6457142
    gilda@bee.tv

Contact: Gilda Testa, T: +39-331-6457142, gilda at bee.tv