Premiering September 2009

DFDTV presents new, original content (not repackaged programming) on multiple virtual channels, each of which is dedicated to a uniquely identified type of show.

DFDTV's first season (September 2009) launches with three original channels. Each channel has an Executive Producer who is a professional in that field of entertainment and an equity partner in DFDTV.

DFDTV monetizes Internet entertainment in the same way that broadcast television has since its origin: through advertiser sponsorship of its shows. DFDTV will offer advertisers 30 second and one minute live commercial slots in an uncluttered environment. Each channel targets a different demographic, designed to attract a range of sponsors and advertisers from a range of product and service categories. Audience demographics and viewership metrics will be collected as soon as the network goes live.

DFDTV does away with cluttered and obtrusive banner and keyword advertisements. Instead, each episode will have very limited commercial breaks, devoted to a single sponsor per show (episode or season).

DFDTV employs the model of regularly scheduled "appointment TV" programming, enabling viewers to easily find and watch the shows they enjoy each week, eliminating the need to search for entertainment on the web.

DFDTV takes full advantage of the capabilities of Internet based entertainment. Each of the DFDTV channels includes interactive components that allows viewers to shop, comment on, or otherwise participate in the show directly without stopping the viewing experience or using an additional device/technology (i.e. a cell phone).

DFDTV follows the traditional broadcast TV model with a 22-week season of new episodes followed by a summer hiatus. Each week, on each channel, a new episode premieres at a scheduled day and time. That episode then becomes available for streaming, on-demand, at any time.

DigitalRicks.com expects to draw a similar audience to that which is found in the clubs/showrooms where DigitalRicks.com is filmed. That audience is composed of two identifiable groups:

• Regular club-goers: This audience will be in the 40+ age range, equally comprised of male and females, with above average income and education levels. The audience will be all over 21 as alcohol is served in these venues. The audience, in fact, will be likely to consume alcohol as most clubs charge an admission fee (cover) as well as requiring a minimum purchase of food and beverages, with those purchases heavily skewed towards alcoholic beverages. (Most clubs have the equivalent of a 2-drink minimum but most patrons exceed that by about one drink.)
   
• Other performers: A smaller group is made up of other types of performers. This includes those who generally work in jazz/cabaret, as well as younger singers, actors, musicians. The jazz/cabaret showroom has traditionally been where emerging Broadway musical actors and actresses refine their craft. They are found in these venues both performing and observing other performers. This group will skew younger (though also over 21) with a lower income.

The demographics of this channel will follow those of The Comedy Channel and The Comedy Channel.com. They will be skewed towards men 25-34 who are heavy consumers of alcoholic beverages, snack foods, personal care products, tobacco, entertainment-related goods and automotive products. These men tend to be impulse buyers who don't have a lot of brand loyalty and who have little or no interest in an environmental pitch. They have a high school diploma and are employed mainly in blue-collar jobs with a mean income of roughly $36,000/year.

The Really Independent Film Channel ("ReallyIFC.com")
Like DigitalRicks.com, ReallyIFC.com is expected to have a bifurcated target audience comprised of upscale viewers who are attracted to "film" as one of many art forms, and the producers, directors, actors and writers who work ---or aspire to work--- in the genre.

The first group is expected to mirror the people who attend film festivals such as those in The Hamptons, Nantucket or Provincetown: relatively affluent ($75K+) empty-nesters who like to travel, go to movies, attend theater, dance and music performances and enjoy eating and drinking well. We expect this audience to be evenly split between men and women.

The second target is projected to be younger, with a male skew. Their income is lower and they are most likely employed in "day" jobs as they pursue their dreams of filmmaking, acting, etc.

Fred is a music producer, orchestrator/arranger, pianist-singer-actor, and theatrical musical director, having worked on Broadway, off-Broadway, in cabaret, symphonic music and television for thirty years.

In cabaret, Fred was the original arranger/pianist for the acclaimed long-running revue Forbidden Broadway (Tony Award, multiple Drama Desk Awards), wrote and performed the book, music & lyrics for Miss Gulch Returns! (Back Stage Bistro Award for Musical Comedy Performance, MAC nomination Best Special Material), Whoop Dee Doo! (Drama Desk Awards), and The Two Svengalis (all on CD on RCA, DRG, and Original Cast Records labels.)

On Broadway and on tour he conducted Anthony Quinn in Zorba, Joel Grey in Cabaret, Cy Coleman's City of Angels, and Robert Goulet in Camelot, and played in the New York pits of The Will Rogers Follies, Grease (Revival 1), Guys & Dolls (Nathan Lane & Faith Prince), and Ruthless!

He is currently Senior Orchestrator of the Indianapolis Pops Orchestra, and his orchestrations of pop and show music are played by symphonic orchestras around the U.S. and Canada. He also orchestrates and conducts the Emmy-Award-winning TV show Wonder Pets! for Nickelodeon, having also served as Associate Composer for the Emmy-Award-winning The Magic Schoolbus (still broadcast worldwide) and the A.C.E.-winning Eureeka's Castle, and Michael Moore's The Awful Truth. He recently wrote music and lyrics for the Universal Studios Tour's new Creature From the Black Lagoon musical, and his song "Pour Me A Man" is sung regularly in cabarets and nightclubs on three continents. Fred has produced numerous big band, show and vocal CDs. See www.FredBarton.com for more.

Joe Nicholson is a classic serial entrepreneur. His first, last, and only "job" was way back in 1983. Since then, he has started a number of successful software and service companies that have focused on filling unique niches in the financial services market.

Having sold the last of his operating companies, Joe found himself seeking something new when, through a series of coincidences, he uncovered what appeared to be a void in the menswear market. Unlike underwear, swimwear, and casual dress, men's sleepwear (and, by extension, in-home/lounge wear) was one category that was still languishing in the style of the 1950's.

While entering the apparel business might have seemed to be a tremendous departure from his previous endeavors, Joe perceived that there were, in fact, great similarities.

Joe launched DFDesigns (www.ShopDFDesigns.com) in March 2008. In an unprecedented move for an apparel designer and retailer, DFDesigns sells strictly online web-direct to consumer.

DFDTV is in some ways a spinoff from DFDesigns (hence the name). Joe's plans for DFDesigns always included a virtual nightclub/cabaret as part of the DFDesigns' web site. This was intended to give shoppers a reason to check back regularly with DFDesigns, and was also a reflection of his deep personal affection for New York's unique cabaret performance venues.

As plans for this virtual club (what is now DigitalRicks.com) came together Joe realized that there was there was, in fact, a need for Internet video entertainment that was delivered in a more familiar form and reached a wider audience than the current "short-clip" video that dominates the Internet.

The common thread was that he perceived Internet-based video entertainment as another unique niche with that was underserved by existing businesses.

DFDTV was conceived of and launched almost one year to the day after the launch of DFDesigns. The speed at which the network content developed, and the depth of new and high quality content that Joe and the production teams was able to find will allow DFDTV to launch in September 2009, a mere six months after the network concept was conceived.

Thus, the creation of DFDTV, like his financial service entities before it, leveraged Joe's talent in recognizing under-served markets and putting together talented teams of people to create products to meet the needs of those markets.

Jo-Ann Robotti has had more than 25 years of marketing and general management experience, from consumer products brand management, to high-level consulting for the Fortune 500, to entrepreneurial endeavors, with an emphasis on the image-driven cosmetic, fragrance and high-end alcoholic beverage industries. She brings a deep knowledge of all facets of consumer marketing to DFDesigns, LLC.

DFDTV represents the fourth venture on which Ms. Robotti and Mr. Nicholson have collaborated. Mr. Robotti is a founding partner of DFDesigns (www.ShopDFDesigns.com). She was senior vice-president for Reminders-On-Line/MediMOM, an internet-based health and wellness reminder service, a co-founder of its overseas successor, Mobile Health Diary L.L.C. and a partner in the start-up of a on-line security services firm. Prior to that, she was the founding principal of The Next Group, a consulting firm specializing in strategic positioning and new product development. Previously, she was vice-president, director of projects at BrainReserve, the futurist-marketing consultancy started by Faith Popcorn, where she was a popular speaker on the Company's trend-identification process.

Ms. Robotti has also held key management positions at Clairol, Inc. and Charles of the Ritz and continues to write and consult for a variety of organizations, ranging from start-ups to major financial and consumer products companies.