West Coast Bloomingdale's creates unique audioatmosphere with DMX.

LOS ANGELES--(BUSINESS WIRE)--April 2, 1997--

Premier digital music service is in tune with the department store's marketing objectives

Bloomingdale's, the world most famous store, has selected DMX for Business to provide its satellite-delivered music service to all five

DMX Inc. is the largest digital audio provider in the world and presently offers more than 90 channels of CD-quality stereo music.

Bloomingdale's has recently opened locations in Los Angeles/Century City, Newport Beach, Palo Alto, Sherman Oaks and Los Angeles' Beverly Center. The five locations mark the first time Bloomingdale's has opened stores in the West. With the vast array of programming available, Bloomingdale's recognized the unique opportunities offered by DMX for Business to customize the in-store music heard in each store location.

"Bloomingdale's has an innovative approach to the department store," said Jack Hruska, senior vice president of merchandising presentation at Bloomingdale's. "The variety and quality of DMX allows us the freedom to create a more dynamic audio environment. Many retailers overlook the importance of music in creating their atmosphere. At Bloomingdale's, we want music to be one of the most prominent and differentiating elements within our store."

Bloomingdale's believes that the atmosphere of its stores should be as influential as the clothes and products themselves. The contemporary Bloomingdale's stores use an updated, energetic and stylish design to create a warm and modern environment.

All West Coast locations have a fresh and innovative interior design that is focused on providing customers with a unique shopping experience. DMX complements the environment by providing a unique, sophisticated music atmosphere.

"The uniqueness of the Bloomingdale's design and the desire to distinguish each department in the store required a music service with high-quality audio and a large variety of music," said Lon Troxel, chief operating officer of DMX. "With DMX, Bloomingdale's management can select music programming that is appropriate for their image and their customers."

The unique design of the Bloomingdale's stores presented an acoustic challenge for DMX. The interior design utilizes lots of glass and hardwood floors, which can affect the way an individual hears music and sound. In addition, Bloomingdale's designed narrow, shallow departments defined by low walls to create small, distinctive shop identities and a stronger marketing presentation.

Each of these departments uses a distinctly different DMX music program that cannot "bleed" into the next department as the shopper moves from one area of the store to the next.

To create a distinct atmosphere within each area of the store, Bloomingdale's has installed DMX in six areas: Men's Wear, Designer Bridge, Junior "Say Yes," Home store, Children's and the common areas, including accessories, cosmetics, hosiery and the employee lounge.

Utilizing DMX's proprietary Music Application Program (MAP), DMX representatives worked closely with Bloomingdale's to create a custom music lineup for each of area of the store. Within Men's Wear, Bloomingdale's wanted a consistent energy that would appeal to a large customer base. A mix of Adult Contemporary, Folk Rock and the Hottest Hits was chosen for Men's Wear.

Designer Bridge is utilizing Jazz Vocal Blends, Acid Jazz and '70s Music to create an upscale environment with high energy. In Junior "Say Yes," Dance, Power Hits and Hottest Hits are used throughout the day to create a high-energy, cutting-edge atmosphere.

DMX combines the art of music programming with the science of digital technology, offering more than 90 channels of CD-quality stereo music. Each program features 24 hours a day of uninterrupted music in many styles and genres, including classical, jazz, Latin, pop/adult contemporary, rock and oldies, as well as specialty programs such as Beach Party, Children's and Holiday music, and a wide variety of international programming.

Each DMX program is continuously updated by DMX Inc.'s extensive programming staff, eliminating the repetition found in the offerings of other business music services.

DMX is available to businesses through direct broadcast satellite (DBS) or an on-premise system. Subscribers who receive the service by DBS utilize a small satellite antenna and a digital audio receiver. The DMX/DBS system contains many features designed for business customers to completely control their music atmosphere.

These features can be controlled nationally or regionally from the DMX for Business satellite uplink center or on-site through the DMX-DJ remote control. DMX customers can also receive the service via an on-premise CD-i system, DMX Disc. DMX Disc subscribers receive a commercial CD-i player and multiple four-hour specially programmed discs. To keep the music library fresh, new discs are automatically sent throughout the year,

DMX currently provides its CD-quality music service to more than 2 million homes and 35,000 businesses nationwide. DMX is currently distributed on four continents and is the most widely available digital service in the world.

Publicly traded on NASDAQ SmallCap Market (TUNE), DMX is backed by the cable and entertainment industry's leading companies, including Tele-Communications Inc. (TCI) and Shaw Communications Inc. In February, DMX Inc. and TCI announced that they have executed a definitive merger agreement in which DMX would become a wholly owned subsidiary of TCI Music Inc., a newly formed TCI subsidiary.

For more information about DMX, access the company's World Wide Web site at http://www.dmxmusic.com .

CONTACT: DMX Inc., Los Angeles

Samantha Taylor, 310/444-1744