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U.S. Consumers Rate Google, Headline News, HGTV, and the WB Network as Most Desired Across all Viewing Devices ROSEMONT, Ill., June 14 /PRNewswire/ -- Traditional media companies across America must adapt and integrate their content with new distribution channels or risk becoming replaced by new competitors, according to Kanbay Research Institute's (KRI) latest report on the Media industry released today. Entitled "Media Content Demand 2006: How Well Media Content Providers Deliver on Consumer Desires," the complete study tracks media content across four categories: Broadcast Channels, Cable Channels, News Channels and Web Channels. KRI is an operating unit of Adjoined Consulting LLC, a subsidiary of Kanbay International, Inc. (NASDAQ:KBAY), a global management consulting, technology integration and development, and outsourcing firm. In the independent study for 2006, KRI conducted 1,713 interviews with U.S. consumers to rate 30 different media channels when viewing their content on a TV, Web-PC or Mobile device such as a cell phone or Apple iPod. Porting today's TV programs "as is" to the Web or Mobile devices won't meet most consumer desires though, since they find viewing devices and content length as being intertwined. For example, most consumers want short-clips from highly-focused Cable Channels such as News and Travel on Mobile Devices versus full 30- or 60-minute programs. "The concept of appointment-viewing is expanding from not only time-shifting but also device-shifting, and that adds a whole new dimension of desires most media companies don't have expertise in," said Gary A. Williams, executive director of the Kanbay Research Institute. "Simply moving a TV show over to the Web is the 1950's equivalent of offering a radio show on TV -- without any video. Today's Web-PC's and Mobile Devices are interactive, so consumers expect -- actually demand -- that they be provided control over the content beyond skipping commercials. Those media companies that best adapt to consumer needs will win an unfair share of revenue and profits." Based on ability to deliver across 12 desired attributes of media content, consumers rated the following providers as most desired across all viewing devices: -- News Channel: Headline News -- Cable Channel: HGTV -- Broadcast Channel: The WB Network (Private) -- Web Channel: Google John McCaffrey, executive director of Kanbay's Communications & Media practice, added, "The challenge for media companies is to adapt content so that it blends into each viewing device while not overloading the consumer with technology. Those companies that strike the right balance will offer customers a truly seamless experience." The 2006 edition of Media Content Demand provides a complete list of consumer rankings for 30 providers overall and by TV, Web-PC and Mobile Devices. To download a complimentary edition, go to http://www.kanbayresearch.com/reports/mediacontent.htm About the Kanbay Research Institute The Kanbay Research Institute (KRI) is an operating unit of Adjoined Consulting LLC, a subsidiary of Kanbay International, Inc. Originally founded in 1998 and formerly the independent research division of Adjoined Consulting, Inc., the KRI conducts primary research on an original set of leading indicators that measure consumer demand across functional, emotional and economic factors. Through a patented research system, comprehensive market models are built based on consumer desires that measure how well leading companies are meeting those desires. The KRI researches and analyzes over 300 market leading companies on a continual basis, with over 14 million data points collected since 2001 in a standardized fashion. The research provides strategic, technological and operational insights about how today's best performing companies tap into unmet customer demand to build long-term, economic advantages over the competition. For more information, contact 800-840-5148 (U.S. only) or at 703-788-6751 worldwide, or visit http://www.kanbayresearch.com/. About Kanbay International, Inc. Founded in 1989, Kanbay International, Inc. (NASDAQ:KBAY) is a global IT services firm with more than 6,200 associates worldwide. Kanbay provides a highly integrated suite of management consulting, technology integration and development, and outsourcing solutions through a proven global delivery platform to clients focused on Financial Services and Consumer & Industrial Products, as well as an emerging presence in the Communications & Media and Life Sciences industries. Kanbay is a CMM Level 5 assessed company headquartered in greater Chicago with offices in North America and India as well as London, Singapore, Hong Kong, Tokyo and Melbourne. Further information about Kanbay can be found at http://www.kanbay.com/. DATASOURCE: Kanbay Research Institute CONTACT: Megan Grabos, +1-312-861-4710, , for Kanbay Web site: http://www.kanbay.com/ http://www.kanbayresearch.com/reports/mediacontent.htm http://www.kanbayresearch.com/

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