VANCOUVER, BC – September 29, 2008 – Live Current Media Inc. (OTCBB:LIVC), a media company built around content and commerce destinations, is pleased to announce that on September 27, 2008 at a press conference in Mumbai, India, the outgoing President of the Board of Control for Cricket in India (“BCCI”), Shri Sharad Pawar, launched the BCCI’s very own website, www.bcci.tv. The all new official home of Indian cricket on the web will offer fans an enriched digital user experience featuring deferred streaming video and mobile content as well as a live scoreboard, official photographs, player interviews, profiles, schedules, statistics, fan interaction and newsletters.

BCCI.tv is operated and monetized by Global Cricket Ventures, a joint venture between Live Current Media and NetlinkBlue Holding, a global provider of technology and enriched media and digital solutions, who has secured the exclusive rights to the digital assets of the BCCI and Indian cricket.

Geoffrey Hampson, Chairman and CEO, Live Current, said, “The launch of the Official Site of Indian Cricket, BCCI.tv, represents the next important development in the growth of Global Cricket Ventures. In combination with the highly successful Official Website of the DLF Indian Premier League (“IPL”), IPLT20.com, BCCI.tv gives Global Cricket Ventures two incredibly valuable online sports media properties.  We continue to be extremely excited by our close partnership with the BCCI and look forward to continuing to bring their highly valuable digital assets to market.”

The 10-year agreement between Global Cricket Ventures and the Board of Control for Cricket in India includes building and managing the official IPL site (www.iplt20.com) and the official BCCI site (www.bcci.tv). The majority of the content on the sites is accessible to any user for free from anywhere in the world; this partnership will enable fans to truly have a one single point of access for everything they want to know about the BCCI and Indian cricket.

Shri Sharad Pawar, outgoing President, Board of Control for Cricket in India, said, “I am extremely excited to announce the launch of the BCCI’s official website which will leverage technologies to bring the Indian Cricket fan even closer to the game. Online and mobile video is fast becoming an increasingly popular medium as video-enabled mobile devices and faster broadband internet speeds enable a “second screen” experience for users to interact with live action any time, from any location that fits their needs. It was thus critical that we offer the discerning Indian cricket fan this unique experience albeit not live. I am happy that this alliance between Global Cricket Ventures and BCCI will further significantly enrich the user experience for the Indian cricket fans around the world with a direct window to the on-field action through next generation technologies.”

“Global Cricket Ventures has a shared common vision of delivering premium experiences to cricket fans across the globe by extending an interactive experience into an enriched fully immersive realm,” says Satyajit Swaminathan, President, Global Cricket Ventures. “The inaugural DLF Indian Premier League season has already displayed the power of a passionate fan base with the IPLT20.com site ranking within the top 350 most highly trafficked sites in the world. Now with video and mobile capabilities integrated, the ways in which Indian fans can interact with its men in blue present even more opportunity to get closer to the game. I am certain the forthcoming India Australia series itself will generate a lot of traffic to the BCCI website. The emergence of new media technologies will only help to grow and widen the fan base globally, as we will now be able to take the action into a viewer’s home, office and cellphone too irrespective of age, gender or nationality,” he added.

Another of Global Cricket Ventures properties, IPLT20.com, received over 50 million page views from a truly global audience. Similar to the television broadcast partner that saw incredibly strong ratings, the official website was also been a resounding success with fans. Visitors from India, the United States, Australia, the UK, Pakistan, United Arab Emirates and Canada to name a few of the leading traffic sources chose IPLT20.com as their online destination of choice to interact with the league.

About Live Current Media Inc.

Live Current builds, owns and operates some of the most powerful and engaging content and commerce destinations on the Internet. Through subject-specific DestinationHubs™, Live Current properties connect people to each other and to the information, brands, and products they are passionate about. Live Current has headquarters in Vancouver, Canada with a location in Seattle, WA and is publicly traded on the NASD OTCBB (LIVC). For more information, visit www.livecurrent.com.

Contacts:

Live Current Media Inc.

Adam Rabiner

604-453-4875 or 1-866-898-4354

adam@livecurrent.com

For BCCI

Percy Dubash / Javed Akhtar

Adfactors Public Relations

+ 91-98-202 21792 / +91-99-209 59482