[06/15/10 - 09:54 AM]
NBC Universal Digital Studio Announces Original Web Series 'Dial Star' Developed for At&t and Featuring Annalynne Mccord ('90210')
The 10-episode series debuts this month on Dialstar.tv.

[via press release from NBC]


Aury Wallington ("Sex and the City," "Veronica Mars") Signed as Writer; Fred Gerber ("Desperate Housewives," "Greek," "90210") Will Direct; Bonnie Fuller's HollywoodLife.com to Serve as Integrated Marketing Partner

UNIVERSAL CITY, Calif., June 15, 2010 - NBC Universal Digital Studio today announced the original web series "Dial Star" featuring AnnaLynne McCord ("90210," "Nip/Tuck"). Developed exclusively for AT&T1 by the NBC Universal Digital Studio and MEC Entertainment, a division of AT&T's media agency MEC, the series will debut in June 2010 at http://www.dialstar.tv/ and will be promoted on www.facebook.com/attshare.

The announcement was made by Cameron Death, Vice President, NBC Universal Digital Studio.

"Dial Star" chronicles the adventures of Celia (Audra Griffis), a twenty-something small-town girl whose dream of fame brings her to Los Angeles. A struggling actress, Celia's life is suddenly changed when actress AnnaLynne McCord's mobile phone lands at her feet and the door to Hollywood stardom is opened in an unexpected way. But will her relationship with best friend Natalie (Cara Santana) and new crush Austin (Justin Wilczynski) survive her new access to A-list parties, red-carpet events and auditions she was never supposed to know about?

The glamour-filled storyline of "Dial Star" plays out in a 10-episode series available broadly across NBC Universal out of home and broadcast platforms, video-on-demand, and electronic sell thru; AT&T mobile handsets, AT&T U-verse(R) TV, and ATT.net; and will be promoted via AT&T Share on Facebook. To promote the program, MEC leveraged NBC's cross platform assets to create a broad distribution plan, expanding the content beyond the online episodes to include interactive blogs, text messaging and social media channels. The series features appearances by actors Jesse Metcalfe ("Desperate Housewives"), Ashley Newbrough ("Privileged"), Clint Howard ("Apollo 13," "Cinderella Man") and designer Randolph Duke. Aury Wallington ("Sex and the City," "Veronica Mars") has been signed as writer while Fred Gerber ("Desperate Housewives," "Greek," "90210") will direct. Bonnie Fuller's HollywoodLife.com will also serve as an integrated marketing partner.

"As the leader in original digital entertainment with brands, 'Dial Star' proves yet again that world-class brands and leading networks and studios can come together seamlessly to provide incredibly entertaining content for viewers," said Death. "Delivering broadcast-quality content at massive scale is imperative if we are to further blur the lines between traditional and new media productions - and 'Dial Star' does that better than anything the web has seen to date"

Chris Schembri, Vice President, AT&T Media Services, added: "'Dial Star' is an exciting way to inspire consumers to connect with the new AT&T Rethink PossibleSM brand and our mission to push the limits of what's possible while showcasing the products and technology we deliver that keep consumers connected to the people and things that matter most. We are excited to work with both MEC and NBC on this innovative form of storytelling and look forward to sharing it with consumers this Summer."

"The chance to work with 'Dial Star,' NBC and AT&T is an exciting way to integrate and showcase the HollywoodLife.com brand," said Bonnie Fuller, President and Editor-in-Chief of HollywoodLife.com. "We are thrilled to have the opportunity to create online content that parallels the new digital web series and help build an engaged audience with compelling editorial."

In addition to AT&T serving as the official sponsor of the series, a variety of the company's exclusive wireless devices will be integrated into "Dial Star," including:

· Motorola BACKFLIP(TM) - AT&T's first Android OS smartphone combining a revolutionary design with MOTOBLUR(TM), the only service to automatically deliver and organize your conversations, friends and favorite content from multiple sources directly to your phone in easy-to-manage streams.

· Samsung Strive(TM) - The Strive features a 2.0-megapixel camera and a vertical slide design to reveal a full keyboard for tapping out info on Mobile Email, instant messaging and social networking apps like AT&T Social Net with ease. The Strive also features Next Generation Messaging - an advanced messaging experience designed by AT&T for quick messaging phones - which enhances the familiar text messaging experience by offering group messaging and "reply all" functionality for up to 10 contacts, a threaded conversations format, a consolidated inbox, and enhanced multi-media display.

· Pantech Impact(TM) - Part of AT&T's quick messaging portfolio, the Impact features a unique sideways flip design, a full QWERTY keypad and a large OLED screen that lets users send text messages, make calls, and control their music library without having to open the phone.

· Blackberry(R) Bold(TM) 9000 - Available exclusively to AT&T customers in the U.S., the BlackBerry Bold 9000 features an iconic design, the best international wireless coverage of any carrier, simultaneous voice and data capabilities, built-in GPS and Wi-Fi(R), and a rich set of multi-media capabilities and AT&T-exclusive services.

For more information about AT&T products and services, visit www.att.com.

1AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About the NBC Universal Digital Studio

In addition to original episodic programming across all genres, the NBC Universal Digital Studio creates deep interactive experiences that drive high levels of engagement with audiences and presenting brands.

The studio offers advertisers full service solutions with access to top writers, producers and talent, high quality production expertise, consumer insights, measurements and analytics and scale to reach their target audiences.

About AT&T

AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates � AT&T operating companies � are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest 3G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse(R) and AT&T �DIRECTV brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE(R) magazine.

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com. This AT&T news release and other announcements are available at http://www.att.com/newsroom and as part of an RSS feed at www.att.com/rss. Or follow our news on Twitter at @ATTNews. Find us on Facebook at www.Facebook.com/ATT to discover more about our consumer and wireless services or at www.Facebook.com/ATTSmallBiz to discover more about our small business services.

(C) 2010 AT&T Intellectual Property. All rights reserved. 3G service not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

About HollywoodLife

A destination, celebrity-centric online and premium events lifestyle brand, HollywoodLife.com relates the latest celebrity news, gossip, style and beauty updates with a personal, interactive and BFF tone. Bonnie Fuller and her editorial team provide up-to-the-minute coverage on the themes that connect and resonate with women. Original content with a compelling point of view delivered through the lens of celebrity. Created for the way people want to consume content today, on the website, on Facebook, in tweets, in videos, on live blogs, in live chats, in email alerts, in reader comments, sweeps, quizzes, polls, contests, photos and premium events - offering multi-faceted ways to reach and engage with the Hollywood Life community.

About MEC

MEC delivers value by creating, implementing and measuring communication solutions that actively engage people with brands. Media planning and buying ~ Digital media ~ Search ~ Performance marketing ~ Social media ~ Analytics & insight ~ Sport, Entertainment & Cause ~ Multi-cultural ~ Content ~ Retail ~ Integrated planning.

The companies 4,000 highly talented and motivated people work with domestic and international clients in 84 countries. MEC is a founding partner of GroupM.

To find out more, visit www.mecglobal.com

  [june 2010]  

· 90210 (CW)

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