- Bell Canada, Convergent Media Systems and Sony of Canada Ltd. join
      forces to offer in-store digital advertising that gives businesses a
      competitive advantage

    - Dynamic advertising allows businesses to target in-store customers in
      real time

    TORONTO,Oct. 28 2004 --
Bell Canada today unveiled its end-to-
end, Internet Protocol (IP) network Digital Signage solution which it will
offer in partnership with Convergent Media Systems and Sony of Canada Ltd.
This leading-edge solution has the potential to revolutionize the way in-store
advertising is done in Canada.
    Digital signage moves in-store advertising from posters and placards to
high tech plasma and liquid crystal monitors delivering dynamic images that
can capture consumers' attention in-store. The solution will also allow
businesses to update, adapt and change ads in real time via Bell's content
management and distribution systems.
    "Bell Canada's new managed digital signage service is a turnkey powerful
solution that runs over Bell's IP-based national network," said John Hall,
Senior Vice President, Marketing, Enterprise Markets, Bell Canada. "This
dynamic signage solution will help retailers reach customers in-store while
they're predisposed to buy with messaging tailored for local demographics,
different store characteristics and merchandise assortments."
    "Research indicates that up to 75 per cent of buying decisions are made
in-store, yet only as little as five per cent of advertising expenditures are
made in store," said John Torella, Senior Partner, J. C. Williams Group.
"Research also indicates that buyers are five to 10 times more likely to
notice and recall dynamic media than static media. This is what makes digital
signage truly compelling for businesses."
    "Digital signage is opening up a new world to retailers and advertisers
with impactful images and messages that grab the attention of customers as
they're ready to buy," said Bryan Allen, president & COO for Convergent. "The
Bell Canada/Convergent/Sony partnership puts digital signage on the map in
Canada."
    Bell's digital signage solution encompasses all ad content creation and
in-store equipment, including digital screens for displaying the ads, as well
as real time reporting capabilities. Bell Canada will work with Convergent and
Sony to commercialize the services to its business customers and install the
equipment. Bell Canada has begun a pilot program at its 300-plus Bell and Bell
World retail stores from coast to coast.
    "Digital signage represents the next wave in connecting with the
consumers," said Anil Sethi, Senior Vice President, Broadcast Communication
Solutions Group, Sony of Canada Ltd. "This Digital signage solution is an
unbeatable turnkey solution for the savvy marketer who wants to communicate
his or her organization's value proposition in the most compelling way
possible. The solution will also prove invaluable in providing timely in-store
sales and product education to employees as well as keeping them right up-to-
date about the organization they work for."

    About Bell Canada
    -----------------

    Bell Canada, Canada's national leader in communications, provides
connectivity to residential and business customers through wired and wireless
voice and data communications, local and long distance phone services, high
speed and wireless Internet access, IP-broadband services, e-business
solutions and satellite television services. Bell Canada is wholly owned by
BCE Inc. For more information please visit www.bell.ca .

    About Convergent Media Systems
    ------------------------------

    Convergent Media Systems, founded in Atlanta in 1980, is the leading
provider of high-impact video and media-rich communications for digital
signage, e-learning and corporate communications enterprise applications.
Convergent provides services for over 70 digital media networks and 800,000
viewing locations, including design and development of custom content and
courseware, digital asset and learning management, broadcast-quality studio
and production services, network engineering, installation and ongoing
operations. Clients include AT&T Wireless, Advance Auto Parts, Bank of
America, Borders Books, Channel One, Eli Lilly, Unisys, Volkswagen of America
and other industry leaders. For more information, call 1-800-877-7804 or visit
www.convergent.com .

    About Sony of Canada Ltd.
    -------------------------

    Established in 1955, Sony of Canada Ltd. is a wholly-owned subsidiary of
Sony Corporation of Tokyo, Japan, a world leader in the manufacture and
marketing of electronic and computer products for consumer, business,
electronics publishing and multimedia applications on a global scale. With
headquarters in Toronto, sales offices in Vancouver, Calgary, and Montreal,
and distribution centres in Coquitlam, British Columbia, and Whitby, Ontario,
approximately 1,200 employees support more than 70 Sony stores and a network
of more than 3,000 authorized dealers across Canada. For further information,
please visit us at www.sony.ca , www.thesonystore.ca , www.sonybiz.ca or
www.sonystyle.ca , Sony's product information and e-commerce
Web site.



For further information: media inquiries: Mohammed Nakhooda, Bell Canada
Media Relations, (416) 581-4287, 1-888 482-0809, mohammed.nakhooda@bell.ca