[04/24/07 - 11:44 PM]
We TV Leverages Its Library of Films to Attract New Advertisers to the Network
The cable channel has signed State Farm as a new advertiser to the network to sponsor two back-to-back movie marathons that appeal to women, with themes weaved in about children, family and romance.

[via press release from WE: Women's Entertainment]

WE Tv Leverages Its Library of Films to Attract New Advertisers to the Network

State Farm Marks First Time Ad Buy with Themed Movie Marathons Targeting Women

New York, NY - April 24, 2007 - WE tv, the only cable network dedicated to helping women connect to one another and the world around them, announced today they have signed State Farm as a new advertiser to the network to sponsor two back-to-back movie marathons that appeal to women, with themes weaved in about children, family and romance. The stunts, entitled Child's Play on May 19th and Heaven Sent on May 26th, leverage the network's library of films providing a sponsorship opportunity for the insurance company. As part of the package, State Farm will receive tagged tune-in spots, billboards and online presence via logo placement with a hyperlink at www.wetv.com.

"More than ever, women are making decisions not only regarding household purchases but also regarding financial services, technology and automotive. Attracting State Farm as a new sponsor affirms WE tv's value of connecting advertisers with consumers that are influencers on deciding on products and services that make sense for their families," said Arlene Manos, President, Rainbow national network advertising sales. "This latest programming initiative reinforces WE tv's value of providing advertisers with programming that targets their brand to a wide ranging audience of women."

Child's Play showcases three films featuring a child as the main character. The movie marathon begins with Home Alone 3, the third installment of the popular trilogy, starring Alex D. Linz as Alex Pruitt, a nine year who is left home alone, faced to fend off thieves. The next film is Life-Size starring Lindsay Lohan as Casey Stuart, a widower's daughter who accidentally brings her doll to life while trying to cast a spell to resurrect her mother. Milk Money is the last film in the marathon, starring Michael Patrick Carter as Frank Wheeler, Ed Harris as Tom Wheeler and Melanie Griffith as V. In this film, a young boy and his friends pool their money to hire a stripper, but end up meeting a woman with a heart of gold.

Heaven Sent features three movies based around the belief that wishes can come true and sometimes we all need a little help making the dream a reality. Kicking off the heavenly movie marathon is Meet Joe Black starring Brad Pitt, Anthony Hopkins and Claire Forlani in a bittersweet tale of life and death, as a 65 year old media tycoon finds himself fighting for his future and grappling with his own fate. Next is Always, starring Richard Dreyfuss and Holly Hunter, a romantic adventure about a legendary pilot's passion for dare-devil firefighting. The last movie in this marathon is Almost an Angel starring Paul Hogan and Elias Koteas in a story about a professional thief who, after he dies, becomes an Angel on probation as he is assigned to perform a good deed for a crippled man before being given his wings.

Strongest March in WE tv's history for HH, W18-34, W18-49, W25-49 & W25-54 deliveries for the Prime M-Su 8p-11p daypart. WE tv's original special "Women on Death Row 2" premiered this month and was a contributor for the strong Prime March performance. This premiere ranks as the strongest WE tv original special premiere for W18-49 (166K) and W25-54 (160K) deliveries.

Source: Nielsen Media Research, Live Data, March 2006 (2/26/07-4/1/07), Prime M-Su 8p-11p, premiere telecast of "Women on Death Row 2" Monday 2/26/07 9p-11p compared to all WE tv original special premiere telecasts to-date (12/31/01-4/1/07); subject to qualifications upon request.

About WE tv

WE tv is the only cable network dedicated to helping women connect to one another and the world around them. With quality original programming including the hit series "Bridezillas," unique movie packages like "Cinematherapy," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests in pop culture, relationships and personal style. WE tv is a subsidiary of Rainbow Entertainment Services and is currently seen in 62 million homes.

About Rainbow Media Holdings LLC

Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multi-platform programming for global distribution, creating and managing some of the world's most compelling and dynamic entertainment brands, including AMC, fuse, IFC, WE tv, Rainbow Sports Networks managed FSN Bay Area and FSN New England, LIFESKOOL, SPORTSKOOL, and VOOM HD Networks. The company also manages Rainbow Advertising Sales Corporation, its advertising sales division, and Rainbow Network Communications, its full service network programming origination and distribution company.

About State Farm

A leader in the insurance industry, State Farm's success is built on a foundation of shared values -- quality service and relationships, mutual trust, integrity and financial strength. Their mission is to help people manage the risks of everyday life, recover from the unexpected and realize their dreams. State Farm is a premier company whose vision for the future is to be the customer's first and best choice in the products and services they provide including insurance, financial services and mutual funds.

  [april 2007]  

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