MMA Midnight Sun Mining Corp

Digital Shelf Space Corp. (the "Company" or "DSS") (TSX VENTURE:DSS) is pleased
to announce that through its global distribution partner Northern Response
(International) Ltd. ("Northern Response") DSS will begin selling the complete
GSP RUSHFIT program in US retail. The Sports Authority, the largest retailer in
the American sporting goods channel, will begin the retail distribution of DSS's
innovative GSP RUSHFIT (www.gsprushfit.com) ultimate home workout DVD fitness
series this Fall. The GSP RUSHFIT workout series stars the Montreal-based Mixed
Martial Arts ("MMA"), World Welterweight Champion Georges St-Pierre ("GSP").


"As with Canada, we have had a tremendous initial response from the retailers in
the US, and anticipate that more US retailers will look to add GSP RUSHFIT to
their product line up over the coming months," says Don Cameron, VP Marketing
for Northern Response. "US retail distribution of GSP RUSHFIT, is the first of
what we hope to be many more countries that we will add to retail and sell GSP
RUSHFIT."


Northern Response represents DSS globally, with distribution partners in over 90
countries around the world.


"We were very pleased to learn from Northern Response that we have secured US
retail distribution and that The Sports Authority, with 460 stores in the US,
has chosen our GSP RUSHFIT workout series," said Jeffrey Sharpe, CEO and
President of DSS. "Being on the shelves at The Sports Authority starting this
Fall is a significant milestone for our RUSHFIT product and gives consumers even
greater accessibility and convenience to purchase the GSP RUSHFIT program."


GSP RUSHFIT was designed to appeal to the massive global audience with an
interest in MMA and MMA training methods as a complete home fitness workout
program. GSP RUSHFIT combines three of the hottest fitness trends. The complete
program uses various MMA conditioning exercises, intense circuit style training
and body weight training for fitness consumers to build muscle, cut weight and
get in shape. GSP RUSHFIT is unlike any fitness program available. This program
was carefully designed to give the most efficient and effective workout possible
at home with minimal equipment. When consumers see how hard internationally
respected athlete Georges St-Pierre pushes himself, working out alongside him
will motivate and inspire consumers to push themselves harder, and achieve more
than they ever thought possible. Georges St-Pierre has dedicated his life to
Mixed Martial Arts and is regarded as one of the top conditioned athletes not
only in the sport, but also in the world. Fitness fans everywhere can benefit
directly from the same commitment GSP has made to his own health and fitness.


About Digital Shelf Space Corp.

Digital Shelf Space is an independent producer of home entertainment content and
online delivery technology provider to digital retailers, content owners and
aggregators. Digital Shelf Space's proprietary technology platform has been
custom built to deliver home entertainment content directly to consumers. The
platform blends e-commerce functionality and paid DVD, digital download and
streaming video delivery. For more information please visit
www.digitalshelfspace.com and to view our project with Georges St-Pierre, please
visit www.gsprushfit.com.


ON BEHALF OF THE BOARD

Jeffrey Sharpe, President & CEO

Forward-Looking Statements

This news release contains "forward-looking information" within the meaning of
the Canadian securities laws. Forward- looking information is generally
identifiable by use of the words "believes", "may", "plans", "will",
"anticipates", "intends", "budgets", "could", "estimates", "expects",
"forecasts", "projects" and similar expressions, and the negative of such
expressions. Forward-looking information in this news release include statements
about the timing of the availability of GSP RUSHFIT in The Sports Authority
locations; expectations of additional retail distributors of the GSP RUSHFIT
series; the scope of distribution of GSP RUSHFIT; and the timing of and
potential growth of Canadian and International sales as a result of the Northern
Response partnership.


In connection with the forward-looking information contained in this news
release, Digital Shelf Space has made numerous assumptions, regarding, among
other things, expected growth of sales as a result of the Northern Response
Partnership and consumer demand. While Digital Shelf Space considers these
assumptions to be reasonable, these assumptions are inherently subject to
significant uncertainties and contingencies.


Additionally, there are known and unknown risk factors which could cause Digital
Shelf Space's actual results, performance or achievements to be materially
different from any future results, performance or achievements expressed or
implied by the forward-looking information contained herein. Known risk factors
include, among others: retail distribution of GSP RUSHFIT may not commence in
accordance with anticipated timing; there may be no further retail distributors
for the GSP RUSHFIT series; the Northern Response partnership may not grow
Digital Shelf Space's retail presence as anticipated; the substantial investment
of capital required to produce and market video and entertainment productions,
the need to obtain additional financing and uncertainty as to the availability
and terms of future financing, unpredictability of the commercial success of our
programming, difficulties in integrating technological changes and other trends
affecting the entertainment industry, significant competition in the global
economic market, the possibility the rate of growth of the market for fitness
media will slow, reliance on the health and marketability of celebrity fitness
talent in productions owned by Digital Shelf Space, the possibility of
competition from other ecommerce and online marketing vendors, the continued
strong growth in adoption of digital media, the possibility of new fitness
titles from traditional large studios that target the male demographic, large
media production companies may move ecommerce operations in-house rather than
outsourcing, reliance on production studios continuing to outsource ecommerce
operations, reliance on a number of key employees, limited operating history,
the possibility of claims against the intellectual property rights of Digital
Shelf Space, the possibility of infringements upon the intellectual property
rights of Digital Shelf Space, and volatility of the market price of Digital
Shelf Space shares.


A more complete discussion of the risks and uncertainties facing Digital Shelf
Space is disclosed in Digital Shelf Space's Filing Statement dated November 16,
2010 and continuous disclosure filings with Canadian securities regulatory
authorities at www.sedar.com. All forward-looking information herein is
qualified in its entirety by this cautionary statement, and Digital Shelf Space
disclaims any obligation to revise or update any such forward-looking
information or to publicly announce the result of any revisions to any of the
forward-looking information contained herein to reflect future results, events
or developments, except as required by law.

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