VH1 Mixes It Up, Teaming Up with Smirnoff Vodka for Third Season of "Master of the Mix"

Season Premieres April 2013 With 10 One-Hour Episodes

NEW YORK, Jan. 8, 2013 -- Over the last three years, DJs have taken over the music scene, selling out massive shows across the globe for dancers, ravers, and general music enthusiasts. VH1, the network renowned for chronicling and celebrating multiple music styles, is partnering with Smirnoff(R) Vodka on their hit reality television show "Master of the Mix" - a weekly celebration of these cultural influencers - for the show's third season in 2013. With high demand from fans, VH1 and Smirnoff will bring DJ enthusiasts and turntable purists the reality TV content they crave, offering viewers the only reality-based competition show for the hottest and fastest-growing art form: deejaying. "Master of the Mix" will premiere at 12 AM EST on Monday, April 1, 2013 on VH1.

DJs are considered the new rockstars of the current music generation, so "Master of the Mix" will continue to highlight their unique culture like no other television show has before. It will give viewers the opportunity to see what it takes to be a real DJ and hear contestants with skills from a full range of styles - from hip hop to house to open format and everything in between - offering, once again, a national platform for this ever-growing, talented community.

"Viewers come to VH1 for authentic storytelling that covers a dynamic range of music and pop culture phenomena," said Lee Rolontz , Executive Vice President, Original Music Production & Development, VH1. "'Master of the Mix' is a natural and welcome addition to our programming mix in 2013, and we're looking forward to working with Smirnoff Vodka on creating an engaging, must-watch season."

Continuing with Smirnoff Vodka's mission to celebrate responsible nightlight culture, "Master of the Mix" hopefuls this year will face-off in mixing, music IQ, and performance challenges in front of an all-star cast of judges comprised of the hottest industry leaders in music and nightlife culture. The DJ that proves they have what it takes on the 1s and 2s in addition to their knowledge of music culture, will take home the coveted title of "Master of the Mix" and receive $250,000 in cash.

"Master of the Mix" has been so incredibly well received by DJ culture and fans of Smirnoff, and we know that moving to VH1 will provide viewers even more of the compelling content they have come to expect from us," said Erin Chin , Senior Brand Manager, Smirnoff. "The Smirnoff brand has always played an integral role in the music, DJ and nightlife culture and we are proud to use the "Master of the Mix" platform to continue to build that legacy in promoting social responsibility and great nights out. We know that what we will create this season will be one for the record books!"

The show kicked off with a nationwide search, collecting online submissions from DJs across the country, with in-person castings held in Las Vegas, Los Angeles, New York City, Miami, and Chicago. Mix Master hopefuls were tested on their understanding of DJ culture, the knowledge of music and nightlife scenes, their personality, and most importantly, their ability to rock to crowd and get the party started responsibly with Smirnoff.

"Master of the Mix" is produced by GTM, a 360 degree marketing and content development agency, and Electus, who in partnership with Diageo and VH1 are the show's Executive Producers. Electus International retains all global rights for the format.

"DJ culture continues to expand as DJs are becoming the new rock stars delivering incredible music, merging diverse musical styles with technology," said Ben Silverman , Chairman and Founder of Electus. "We are thrilled to continue our partnership with Smirnoff and GTM and have found the perfect home with VH1. 'Master of the Mix' is designed as a high stakes reality competition to discover the most talented DJ in the world, and this season, audiences can expect to see contestants go through an even more rigorous set of challenges that will push them to the very edge of their creativity."

For additional information, please visit www.facebook.com/MasterOfTheMix or www.vh1.com. And while mixing it up, always remember to enjoy Smirnoff responsibly.

About VH1

VH1 connects viewers to the music, artists and pop culture that matter to them most with TV series, specials, live events, exclusive online content and public affairs initiatives. VH1 is available in 99 million households in the U.S. VH1 also has an array of digital channels and services including VH1Classic, VH1 Soul, VH1 Mobile, and extensive video on VH1.com VH1 is a unit of Viacom Inc. (NASDAQ: VIA, VIAB), one of the world's leading creators of programming and content across all media platforms.

About SMIRNOFF

SMIRNOFF, the world's number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia, and the brand was revived in the United States in 1934. In a January 2005 New York Times blind taste test of 21 world-class vodkas, SMIRNOFF was named its "hands-down favorite." SMIRNOFF has always been known for quality vodka and is enjoyed responsibly in 130 countries around the world. For more information, log on to www.SMIRNOFF.com.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker , Crown Royal, JeB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo , Tanqueray and Guinness. Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com. Celebrating life, every day, everywhere.