For Immediate Release                                                                                   
Contact: Kristin Tutino, (585) 258-0253

WXXI’S SECOND OPINION WEB SITE GARNERS A GOLD AWARD FROM THE WORLD WIDE WEB HEALTH AWARDS

Rochester, New York (April 14, 2008) – WXXI’s Second Opinion Web site, received a gold medal from the 2007 World Wide Web Health Awards for Patient Education Information in the Media/Publishing category. The national health care series hosts a companion Web site that supports the show’s content by providing online users with valuable resources, interactive medical searches, an extensive medical glossary, plus audio podcasts and video Webisodes that are exclusive, Web-only content that summarizes each episode and gives viewers information about disease diagnosis, treatment and doctor/patient communication. The World Wide Web Health Awards issue awards to Web sites with health-related content for consumers and professionals based on content accuracy, success in reaching the targeted audience, and overall quality.

Second Opinion, produced by WXXI, the University of Rochester Medical Center and West 175 Productions,is a national health care series that brings together real doctors, tackling real-life medical cases in a way never seen before. The series airs on more than 225 PBS stations across the country.

Second Opinion’s comprehensive Web site is an extension of the series, designed to support program content and provide viewers with more information about medical topics covered in the series. The site is made possible through a partnership with WXXI, the University of Rochester Medical Center, Clic-on-Health of Greater Rochester New York and Entre Computer Services. Its interactive searches are supported by MedlinePlus, an off-site database of health information gathered from the National Institute of Health and other related organizations.

In addition, the series hosts an interactive group online at Gather.com where experts appearing on the program conduct live chats, and viewers can connect with each other to discuss a similar diagnosis or condition.

National underwriting for Second Opinion is provided by The Blue Cross and Blue Shield Association (BCBSA), representing the 39 independent, locally owned and operated Blue Cross and Blue Shield companies that collectively provide health care coverage for more than 99 million—nearly one-in-three—Americans.

The World Wide Web Health Awards are part of the National Health Information Awards program, which is designed to establish a seal of quality for consumer health information. The Health Information Resource Center (HIRC), a national clearinghouse for consumer health programs and materials, organizes the awards.

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