NBC LOOKING TO MAKE THE WORLD MORE COLORFUL

Pro-Social Outreach Program Tied to Network's More Colorful Brand Will Incorporate NBC's Multiple Digital & Linear Platforms

Year-Round Initiative Kicks Off This Fall With Focus on Education Tied To New Series "School Pride"

UNIVERSAL CITY, CA - October 13, 2010 -NBC is looking to make the world a little More Colorful this fall, unveiling a multi-faceted pro-social outreach initiative that will cover all the colors of the network's famed Peacock, it was announced today by NBC Universal Television Entertainment Chairman Jeff Gaspin.

A More Colorful World will incorporate many of NBC's various platforms, including NBC's daytime, primetime and late-night programming, NBC.com and numerous NBC affiliated stations across the country. will incorporate many of NBC's various platforms, including NBC's daytime, primetime and late-night programming, NBC.com and numerous NBC affiliated stations across the country.

The initiative will incorporate a variety of non-profit organizations, utilizing all of NBC's programming platforms in an effort to both educate and help make a difference in the lives of those in need. Throughout the course of the year, NBC will work with various causes and non-profit organizations.

Education is the focus of the initial A More Colorful World campaign, launching this fall with My School Pride, a grass roots campaign for parents, teachers and community leaders looking to improve their children's schools. My School Pride is an outgrowth of NBC and Horizon Alternative Television's upcoming series "School Pride," which launches Friday October 15th at 8 p.m. on NBC.

"A More Colorful World will allow us to channel all of our philanthropic efforts," says Gaspin. "Utilizing all of our platforms at NBC, we hope to shed light on a variety of deserving causes and make a lasting difference in the lives of those in need."

"This truly is an important initiative for all of us at NBC and a wonderful way to utilize all of the great assets of the network to give back to the community," says Rebecca Marks, Executive Vice President, NBC Entertainment Publicity.

NBC Entertainment Marketing President Adam Stotsky added, "A More Colorful World is a natural extension for the network and a way for us truly to make a difference in communities across our nation. Kicking this initiative off with a focus on education tied to our promising new series 'School Pride' is a perfect fit."

A More Colorful World will focus on six philanthropic areas organized around the six colors of the famed NBC peacock logo; community, youth, health, diversity, culture and environment. Campaigns will include on-air interstitials, national PSAs, devoted landing pages on NBC.com, educational materials, various community outreach events and much more.

NBC.com has partnered with DonorsChoose.org (www.nbc.com/school-pride/myschoolpride) to allow viewers an opportunity to volunteer, as well as donate money to schools all across the country. Visitors to the MySchoolPride site can search and view all of DonorsChoose.org's 20,000 live classroom projects, by entering city/state and finding schools in their community to take action and give a donation.

"I'm ecstatic that NBC is kicking off its A More Colorful World campaign with 'School Pride,'" says "School Pride" Executive Producer Cheryl Hines. "We've had thousands and thousands of volunteers this summer and it's exciting to think about how many more people NBC will reach with the launch of this campaign. It's been my experience that Americans are ready to roll up their sleeves and do something and I applaud NBC for taking the initiative to lead the way. It's very impressive that a network would take on such a philanthropic endeavor."

"The show 'School Pride' will get the conversation started around the state of our schools. We hope the show will inspire viewers to action by supporting a teacher in their own neighborhood who has posted a project request on DonorsChoose.org," said Charles Best, DonorsChoose.org CEO.

NBC Affiliate Marketing has been working with its affiliates across the country to determine each local station's pro-social activities throughout the year. Their responses have provided the network and the Affiliate Marketing group with vital information that will enhance the reach of individual causes along with the network elements and resources NBC provides to the stations.

NBC Universal's long-standing, award-winning corporate public service initiative "The More You Know," which airs PSAs across all of the networks of the company, will continue alongside A More Colorful World's efforts at NBC.

About NBC Entertainment

NBC Entertainment develops and schedules programming for the network's primetime, late-night, and daytime schedules. NBC's quality programs and balanced lineup have earned the network critical acclaim, numerous awards, and ratings success. The network has earned more Emmy Awards than any network in television history.

NBC's roster of popular scripted series includes critically acclaimed comedies like Emmy winners The Office, starring Steve Carell, and 30 Rock, starring Alec Baldwin and Tina Fey. Veteran, award-winning dramas on NBC include the Law & Order brand, Parenthood and Chuck. Unscripted series for NBC include the hits The Biggest Loser, Celebrity Apprentice, and America's Got Talent. NBC's late-night story is highlighted by The Tonight Show with Jay Leno, Late Night with Jimmy Fallon, Last Call with Carson Daly, and Saturday Night Live. NBC Daytime's Days of Our Lives consistently finishes among daytime's top programs in the valuable women 18-34 category. Saturday mornings the network broadcasts Qubo on NBC, a three-hour block that features fun, entertaining, and educational programming for kids, including the award-winning, 3-D animated series Veggie Tales.

NBC Entertainment develops and schedules programming for the network's primetime, late-night, and daytime schedules. NBC's quality programs and balanced lineup have earned the network critical acclaim, numerous awards, and ratings success. The network has earned more Emmy Awards than any network in television history.NBC's roster of popular scripted series includes critically acclaimed comedies like Emmy winners , starring Steve Carell, and , starring Alec Baldwin and Tina Fey. Veteran, award-winning dramas on NBC include the brand, and . Unscripted series for NBC include the hits , , and . NBC's late-night story is highlighted by and NBC Daytime's consistently finishes among daytime's top programs in the valuable women 18-34 category. Saturday mornings the network broadcasts on NBC, a three-hour block that features fun, entertaining, and educational programming for kids, including the award-winning, 3-D animated series .

About DonorsChoose.org

Founded in 2000, DonorsChoose.org is a nonprofit website where public school teachers describe specific educational projects for their students, and donors can choose the projects they want to support. After completing a project, the donor hears back from the classroom they supported in the form of photographs and student thank-you letters.

Founded in 2000, DonorsChoose.org is a nonprofit website where public school teachers describe specific educational projects for their students, and donors can choose the projects they want to support. After completing a project, the donor hears back from the classroom they supported in the form of photographs and student thank-you letters.

To date, 144,000 public and charter school teachers have used the site to secure funding for over $61 million in books, art supplies, technology, and other resources that their students need to learn. Through www.donorschoose.org, individuals from all walks of life have helped 3.7 million students from low-income families.