Direct Response Financial Services, Signs Joint Venture with ROI Media Solutions for Distribution of

According the terms of the Agreement, DCS and ROI will conduct tests programs in major markets in the first quarter of 2004 and begin a national rollout in second quarter of 2004. As part of the test, DCS and ROI will offer a custom branded Stored Value Card through a partnership with the media outlets. This program will target the unbanked marketplace with a stored value card that has the functionality of a stored value card as well as a membership card giving listeners and viewers special privileges such discounts and rewards. This program is proprietary to the joint venture and is the first of it kind to be introduced to the broadcast industry. ROI is a media marketing and consulting firm that helps clients to maximize their return on investment on their sales, advertising and programming investments. The company was founded by Doyle L. Rose, a retired 30 year broadcast executive and former President of Emmis Radio (EMMS) along with Mark Shannon ONeill, a twenty five year industry veteran who specializes in broadcast marketing and geo-demographic research.