Biap becomes FourthWall Media.

I’m pleased to announce that Biap is launching a new brand identity and changing its name to FourthWall Media.  As interactive television moves to market deployment in the US through the efforts of many, we feel it’s important to recognize this inflection point with a name that communicates exactly what we do:  connect with audiences. 

For those that may be unfamiliar with the expression, the “fourth wall” is an entertainment term that describes the imaginary plane between a performance and the audience.  When actors engage the audience directly, they are breaking the fourth wall to create a connection.

On TV, the fourth wall is the glass screen that separates viewers on one side from programmers and advertisers on the other.  Both seek ways to start a personalized dialogue with viewers, and we provide the fourth wall media that allows them to do so. 

With a technology platform that enables interactivity, programming that elicits viewer engagement, and advanced advertising that delivers targeted, one-to-one communication between businesses and consumers, we have been breaking barriers, including the fourth wall, with our industry partners for years.  And now we have a name that reflects these breakthroughs and connections.

We’re excited about our new name and its powerful imagery.  We think it captures what so many people in this space have been working toward for so long: reaching out to make memorable, lasting impressions. 

Check us out at www.fourthwallmedia.tv, follow us on Twitter at www.twitter.com/fourthwallmedia, and read this blog for our latest thoughts on the industry.

M. Ellen Dudar

Chief Product Officer

FourthWall Media