Nielsen and DIRECTV in Agreement to Test Measurement of Interactive Viewing Behavior; Will Develop Measurement Panel of 300,000 DIRECTV Interactive Customers

New York, NY– February 14, 2007 – DIRECTV, Inc. (NYSE: DTV) and The Nielsen Company have entered into an agreement to test the development of information that will enable them to understand the daily viewing behaviors, trends and characteristics of customers who use DIRECTV’s interactive television services.

In developing its new metrics for measuring interactive usage, Nielsen will use aggregated and anonymous clickstream data from a new television measurement panel of 300,000 DIRECTV interactive customers. Information from the test could lead to an enhanced consumer experience and the creation of more valuable interactive opportunities for advertisers.

DIRECTV respects the privacy of its customers, and unless customers provide consent through an opt-in process, DIRECTV only provides viewing data on an aggregated and anonymous basis.

“As the DIRECTV interactive TV space continues to rapidly evolve, we need to develop a complete and accurate understanding of how our customers use these services,” said Eric Shanks, executive vice president, DIRECTV Entertainment. “Through our test with Nielsen we hope to develop the usage information our programming and advertising partners need to take full advantage of our interactive platform and reach their target audiences in a truly unique way.”

The agreement is the first of its kind to be announced since the creation of Nielsen DigitalPlus, a new service created by Nielsen to help clients better understand information opportunities available through consumer interaction via digital set top boxes.

“This agreement with DIRECTV is an exciting new opportunity to gain valuable insight into how new technology is influencing the behavior of interactive satellite subscribers,” said Scott L Brown, senior vice president for Nielsen. “The television industry is at the very beginning of understanding the uses and applications of expanding digital services. Nielsen is using our full resources to help clients create valuable new uses for their digital information.”

About DIRECTV, Inc.

DIRECTV, Inc., the nation’s leading satellite television service provider, presents the finest television experience available to more than 16 million customers in the United States, through exclusive content, industry-leading customer service (which has surpassed cable for six years running) and superior technologies. Each day, DIRECTV subscribers enjoy over 250 channels of 100% digital picture and sound; exclusive programming and the most comprehensive collection of sports programming available anywhere including NFL SUNDAY TICKET™, and MLB EXTRA INNINGS™. DIRECTV (NYSE:DTV) also leads the digital television technology revolution with exclusives such as NFL SUNDAY TICKET SuperFan™, US Open Interactive and YES Network Interactive and will soon have the capacity to offer over 150 channels in HD. For the most up-to-date information on the Company, please visit directv.com.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA.

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