Mag Rack Distribution Reaches North American Dental Community

Mag Rack and Entara Dental Media Deploy Niche Video Magazines To Entertain and Alleviate Anxiety at the Dentist's Office

(New York, NY, March 16, 2004) – Mag Rack, the revolutionary new video-on-demand (VOD) service of Rainbow Media Holdings LLC, and Entara Dental Media Inc. have announced a partnership to distribute DentaVu! to dental offices in North America. Dental patients will now be able to enjoy on-demand programming via high-resolution audio/video (A/V) eyeglasses during visits to their dentists. Each patient will be able to make their own program selection from an easy-to-use, on-demand interface while their dentist performs routine dental procedures.

Under the agreement, Entara Dental Media will feature Mag Rack programming and exhibit it through its Digital Media Player Technology through January 2008. Mag Rack programming will be available at all times and content will be updated and refreshed regularly.

The programming will be presented to patients via DentaVu! "DentaVu! is comprised of an exclusive software technology, a computer, Sony Playstation® and a display system, such as the recommended high-resolution glasses. Experiencing DentaVu!, with the glasses, is comparable to viewing a 76 inch screen, 13 feet in front of you," explains Entara Dental founder and CEO Gerald Cathcart. "The glasses provide patients with an 'in-theatre' entertainment experience, while supporting other aspects of dental practice management such as procedure and referral information. Selecting content is as simple as opening a computer file. As well, DentaVu! is fully customized to reflect each dentist's practice."

"This is a great opportunity for Mag Rack to demonstrate that VOD technology and content can be used in ways that go far beyond home entertainment," said Mark Romano, Vice President, Alternate Distribution, Rainbow Networks. "An important mission of this partnership is to increase awareness of our brand among consumers, but to also show them that VOD is much more than just movies."

Research quoted in the American Dental Association Journal indicates that the use of audio and video reduces patient anxiety, stress, and fear of pain and enhances physiological responses during the treatment. It can even increase office efficiency, reducing the time required for the first half of treatments. For patients, the Digital Media Player Technology and Mag Rack deliver on this experience.

DentaVu! will not only differentiate the dental practices; it allows dentists to address the total well being of their patients – relaxation, anxiety management, education and communication. An all-encompassing communication system, DentaVu! is simple to use and fits into office routine.

The service has launched in Winnipeg and will be rolling out throughout Canada and the U.S. in the following months.

Entara Dental Media Inc., based in Winnipeg Manitoba, deploys innovative new technologies to lead in the delivery and management of digital communication, education, entertainment, and interactive content to dental offices throughout North America. Entara is marketing DentaVu! to meet the rising demand in North America for 'spa dentistry': holistic dental experiences that are good for the teeth and the soul. Entara Dental plans to market DentaVu! to the more than 220,000 dentists across North America. For further information visit

Mag Rack is the first service designed exclusively for on-demand television, launched by Rainbow Media Holdings, LLC in 2001. Mag Rack engages enthusiasts with a wide selection of "video magazines" about subjects that are personally relevant such as Yoga Retreat, Motorcycle Freedom and Inside Weddings. The service offers customers special interest programming not widely found on other channels with advanced DVD-like ability to fast-forward, rewind or pause the program. Mag Rack's value to cable operators reaches beyond excellent programming to also serve as an expert resource for marketing, branding and affiliate sales. For more information, visit

Press Contacts

  • Margot Cathcart
    Entara Dental Media

  • Sommer Hixson
    Director of Public Relations, Mag Rack