NBC AND TOYOTA TEAM UP TO REACH OUT TO HIGH SCHOOLS ACROSS THE UNITED STATES IN 50 COMMUNITIES WITH THE "TOYOTA PRESENTS 'FRIDAY NIGHT LIGHTS' HOMETOWN SWEEPSTAKES" -- NEW NATIONAL SCREENING CAMPAIGN OFFERS STUDENTS A CHANCE TO WIN ONE FOR THE TEAM

NBC AND TOYOTA TEAM UP TO REACH OUT TO HIGH SCHOOLS ACROSS THE UNITED STATES IN 50 COMMUNITIES WITH THE "TOYOTA PRESENTS 'FRIDAY NIGHT LIGHTS' HOMETOWN SWEEPSTAKES" -- NEW NATIONAL SCREENING CAMPAIGN OFFERS STUDENTS A CHANCE TO WIN ONE FOR THE TEAM

Campaign Kicks off September 8-30; Grand Prize Winner and Five Friends Fly to Austin, Texas to Appear in NBC's New Drama Series "Friday Night Lights" and Will Also Receive a $50,000 Contribution to Their High School Football Program; Four Second Prize Winners Receive $25,000 Contribution Each to Their Schools' Football Programs

BURBANK � September 11, 2006 � NBC plans a rousing kickoff for its new drama "Friday Night Lights" (Tuesdays, 8-9 p.m. ET) with "Toyota Presents 'Friday Night Lights' Hometown Sweepstakes" -- a grassroots campaign that will target high school students in 50 communities and their football teams. The sweepstakes will ultimately provide a $50,000 contribution to the Grand Prize winner's high school football program while allowing four other $25,000 second prize contributions for the runner-up schools. In addition, the Grand Prize winning student and five friends will be flown to Austin, Texas (where the series films) to appear in an episode of "Friday Night Lights."

The announcement was made by John Miller, Chief Marketing Officer, NBC Universal Television Group and Kim McCullough, corporate manager, Toyota marketing communications.

"This community-based campaign is every bit as inspiring as 'Friday Night Lights,'" said Miller. "We expect it to create tremendous awareness and excitement on campus for our new drama and in the end, the schools and students will benefit the most thanks to our generous partnership with Toyota, which will donate funds to support the schools' football facilities."

"Presenting this innovative grassroots campaign is important for Toyota because it lets us forge a deep connection with local communities," said McCullough. "High school football is the heart and soul of America, and we're proud to give back to the passionate local fans and players in conjunction with this exciting new show."

The sweepstakes will be limited to current high school students from 14-18 years of age. The grassroots advertising campaigns in each selected market will consist of special screening notices and promotional kits to high schools that will include special sweepstakes posters, flyers, a football, and limited quantities of screening passes. Students will be directed to NBC.com/FridayNightLights where they will register for the sweepstakes and download a pass to the screening. Cast members from the series "Friday Night Lights" may appear in certain markets, perhaps even in their own hometown.

In addition, NBC will produce customizable promos and web assets for the NBC affiliate in each market to tie-in and localize the campaign. Stations will run these spots to announce the sweepstakes, screening location, and how to attend (or download a pass). Winners will be selected from a random drawing of sweepstakes registrants on NBC.com/FridayNightLights. The winners will be announced in an October episode of the show. In addition, NBC and Toyota will continue recognizing local communities by saluting each winning high school's football team in five special promos that will air within "Friday Night Lights."

The campaign, which began last week, will run throughout September and conclude on September 30. The screenings will take place in 50-targeted markets and will be scheduled from September 20-30 leading up to the premiere of "Friday Night Lights," on Tuesday, October 3, 8-9 p.m. ET. Screenings will be conducted in local movie theaters, which will function as a central location for students from competing schools in the market. There will be one screening per market.

Inspired by the book and the film "Friday Night Lights," NBC's poignant series centers on the small rural town of Dillon, Texas, where the coveted state football championship rings are held in the highest regard. Dillon's promising high school team, its star quarterback, and newly appointed head coach Eric Taylor (Kyle Chandler, "King Kong," "Grey's Anatomy") feel the mounting pressure of the town's pride and honor riding on their shoulders as the Panthers' new football season kicks off.

The fresh cast also includes: Scott Porter ("The Bedford Diaries") as team captain and first-string quarterback Jason Street; Gaius Charles ("Book of Daniel") as feared running back Brian "Smash" Williams; Taylor Kitsch ("Kyle XY") as running back Tim Riggins; Connie Britton ("The Brothers McMullen," "24") as Taylor's supportive wife, Tami; Zach Gilford ("The Last Winter") as third-string quarterback Matt Saracen, and Minka Kelly ("What I Like About You") as Lyla Garrity, Panther cheerleader and Street's girlfriend.

Also starring are: Aimee Teegarden ("Ned's Declassified School Survival Guide") as Coach Taylor's daughter, Julie; Adrianne Palicki ("South Beach") as Tyra Collette, and Jesse Plemons ("Grey's Anatomy") as Landry Clarke.

The series is executive-produced by Peter Berg (the film "Friday Night Lights," "The Rundown"), who also wrote and directed the pilot, as well as Jason Katims ("Roswell"), Brian Grazer ("The Da Vinci Code," "Cinderella Man," "A Beautiful Mind"), David Nevins ("Arrested Development") and Sarah Aubrey ("Bad Santa," "The Kingdom"). "Friday Night Lights" is a production of Imagine Entertainment, NBC Universal Television Studio and Film 44.

About Toyota Motor Sales (TMS), U.S.A., Inc.

Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion in the United States, marketing products and services through a network of more than 1,400 Toyota, Lexus and Scion dealers in 49 states. Established in 1957, TMS and its subsidiaries also are involved in distribution logistics, motorsports, and research and development.