"Mac users have been technologically tied to a limited universe of paid and rental-based download sites; this is the first time they will have a free, legal video download option," said Ariel Napchi, co-Founder and CEO of HIRO Media. "Content owners and distributors have repeatedly stated that a solution was needed to provide Macs with the same video file as PCs, that could be watched on any platform and that would support embedded, targeted ads. Now they have it." A leading terrestrial broadcaster, several sports and children's channels as well as the leading Israeli video portal have already committed to making videos available online using the Mac compatible version, according to the company. The HIRO system allows content owners to monetize free-to-download programs through the inclusion of protected advertisements that play in-show, as with a standard television broadcast. Advertisements are targeted to users' preferences, so viewers will only see the advertisements they have requested. HIRO also allows the advertisers to dynamically change the mid-roll advertisements each time a video is viewed. This allows advertisers to develop more effective, personalized, time sensitive or serialized campaigns and promotions with the confidence that the ads will always be seen by the target audience. "Mac users are now able to download movies legally, on their own terms which they can watch whenever, and however they like," said Ronny Golan, co-Founder and CEO of HIRO Media. "With the added Mac flexibility, the HIRO system further delivers an experience that meets the demands of the consumer while offering a viable solution for content providers and advertisers."