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[05/02/06 - 12:00 AM]
Spike TV Tackles Subject of Fatherhood
[via press release from Spike TV]

Spike TV Tackles Subject of Fatherhood

Spike TV Launches 'True Dads' - Spike TV's Pro-Social Campaign to Promote and Encourage Active and Engaged Fathers

NEW YORK, May 2 -- In concert with Spike TV's new brand positioning and tagline "Get More Action," the network is launching a new multi-faceted public affairs campaign titled "True Dads," designed to encourage men to be actively engaged in their kids' lives, it was announced today by Doug Herzog, President of Spike TV, Comedy Central, TV Land. "True Dads" will join Spike TV and its viewers, affiliates, advertisers and community partners through on-air, online and in-person programs.

"In today's world, we know there are all kinds of dads and families," said Herzog. "Spike dads are men of action, and nothing is more important than an active dad in a son or daughter's life. Our new program will deploy resources to showcase and embrace the incredible responsibility and benefits of active dads, of all kinds, in our society."

True Dads, True Facts:

-- Most fathers (41%) have their first child when they are 20-24 yrs. old (US Census 2004, Child Trends 2002)

-- Lack of father-child interaction leads children to engage in criminal behavior, substance abuse and premature sexuality (Journal of Family Issues, Journal of Marriage and the Family, Adolescents, http://www.massey.ac.nz)

-- Children who exhibited violent misbehavior in school were 11 times as likely not to live with their fathers (Journal of Family Issues, Journal of Marriage and the Family, Adolescents, http://www.massey.ac.nz)

-- 78% of fathers agree that watching children grow up is life's greatest joy (Child Trends, 2002, Parents Magazine, 2002, http://www.family4life.com)

-- Spending time with family is the top ranked activity that M18-49 especially like doing -- more than listening to music, time with friends or watching TV. (Roper 2002)

Spike will create a PSA campaign with celebrity dads to bring the message to viewers, and partner with local cable affiliates and grass roots organizations to activate the program in local communities across the country. SpikeTV.com will host an online competition to interact with dads and their kids to produce videos and essays that celebrate fatherhood.

"Because Spike is a top three network for men ages 18-34 and because many of Spike's viewers are fathers, our network is well poised to showcase fatherhood and promote an issue that matters deeply with our audience," added Herzog.

Spike TV is available in more than 90 million homes and is a division of MTV Networks. A unit of Viacom (NYSE: VIA, VIA.B), MTV Networks is one of the world's leading creators of programming and content across all media platforms.

SOURCE Spike TV
Web Site: http://www.spiketv.com





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