Microsoft Announces Tools to Enable a New Generation of Interactive Multimedia Applications for The Microsoft Network

For Release 8 a.m. PST

March 28, 1995

Microsoft "Blackbird" Media System to Offer Control and Brand IdentityFor The Microsoft Network Content Providers

BOSTON - March 28, 1995 - Microsoft Corp. today outlined new tools to support Independent Content Providers (ICPs) for The Microsoft® Network, Microsoft's planned online service. The tools offer features that empower content providers to design, manage and deliver a new generation of rich, interactive multimedia applications and services. The tools include a sophisticated design environment for online applications, code-named "Blackbird"; forum-manager tools designed to create, update and manage forums; and a Software Development Kit that contains direct application programming interfaces (APIs) to The Microsoft Network services. Microsoft plans to distribute these tools to ICPs at the first Microsoft interactive media design and developer conference, to be held this summer.

"With The Microsoft Network tools, we think ICPs will be able to create content never before seen in the online world, and they will be able to develop that content at reasonable production costs," said Russ Siegelman, general manager of the online services group at Microsoft. "We feel development of a broad range of content and services will attract new online users and expand the online market."

Designing New, Interactive Applications

"Blackbird" is a primary solution for easy creation of interactive multimedia titles that are optimized for online performance. It is a one-button publishing environment in which the user can automatically manage dynamic content, and it features a customizable viewer that takes full advantage of the capabilities of the Windows® 95 operating system. Using "Blackbird," content providers can implement online publications, consumer-oriented applications, business-to-business services, interactive advertising, electronic-commerce applications, and even interactive games for The Microsoft Network.

"Microsoft, for the first time, is providing designers and art directors with the tools to differentiate our clients' brands in the online medium," said Scott Sorokin, senior vice president and director at Grey Interactive.

Unprecedented Control for Content Providers

Microsoft also is providing powerful forum-manager tools that allow content providers to fully control their online forums, including updating information, managing user access, handling transactions, and creating new forums such as bulletin boards, chat rooms and file-download areas. The forum-manager tools include a Bulk Upload Tool and E-Forms. The forum-manager tools were distributed at The Microsoft Network Forum Manager Conference at Microsoft's headquarters. More than 200 forum managers attended the conference, which was held March 10 -12.

"The forum-manager tools give forum managers the freedom to update information, add topics at the members' request, and respond to members in a timely and direct manner," said Lynne Bundesen, religion forum manager and conference attendee.

Additional Development Tools

Microsoft will also make available additional development tools for The Microsoft Network. The Software Development Kit provides access to chat, e-mail and other APIs for The Microsoft Network. With these APIs, developers can create their own client-server applications or use their own multimedia development tools for The Microsoft Network platform. A client-server version of the Microsoft MediaView multimedia development tool will also be available for ICPs.

About the "Blackbird" System

The key features of "Blackbird" include the following:

• Delivers a new generation of interactive applications. Through progressive rendering, client-side caching, and Microsoft Windows 95 multitasking features, users experience responsive, graphical, text and audio interaction with dynamic "Blackbird" applications. These applications will contain links to related services including other "Blackbird" titles and Internet servers. "Blackbird" takes advantage of Windows 95 shortcuts, making it easy for users to find the information they want. "Blackbird" allows users to schedule automatic delivery of their favorite content, which can be fed directly to their desktop PCs at their own convenience.
• Enables one-button publishing. "Blackbird" is primarily intended for designers with little or no programming experience. It uses a drag-and-drop metaphor to create sophisticated design layouts incorporating graphics, rich text and action controls. The "Blackbird" environment can dynamically and automatically update content of titles without redesigning the layout. It also creates automatic links to other content and services defined by the designer. The content itself can be created using most popular text and graphics-authoring packages.
• Supports standards and extensibility. "Blackbird" supports key publishing standards such as Standard Generalized Markup Language (SGML) to ensure that content providers' investment in existing tools can be fully protected. "Blackbird" will also read standard HTML documents so those documents can be easily converted to more sophisticated "Blackbird" titles. Additionally, because "Blackbird" supports OLE controls and OLE Automation, it can be easily extended by third parties to incorporate new capabilities and components.

Training for Independent Content Providers

Microsoft announced it will host an interactive media design and developer conference for The Microsoft Network content providers this summer. The conference will include workshops and sessions covering "Blackbird," the forum-manager tools and The Microsoft Network SDK. A beta version of "Blackbird" will be distributed at the conference as well. The conference will include design, business and technical sessions so that content providers can take full advantage of The Microsoft Network and the online media as a new business channel for goods and services.

Founded in 1975, Microsoft (NASDAQ "MSFT") is the worldwide leader in software for personal computers. The company offers a wide range of products and services for business and personal use, each designed with the mission of making it easier and more enjoyable for people to take advantage of the full power of personal computing every day.

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For More Information, Press Only:

June McLaren Peters, Waggener Edstrom, (206) 637-9097