Dodge, P&G's Old Spice, Boost Mobile and Midway Games Among Major Brands to Sign Advertising Agreements With Ripe Digital Entertainment

LOS ANGELES, Oct. 26 /PRNewswire/ -- The world's first advertiser-supporter network to simultaneously broadcast free on-demand programming over multiple platforms, RipeTV, has attracted a list of blue-chip advertisers in advance of its official consumer launch on October 28, 2005. Dodge, Procter & Gamble's Old Spice and Boost Mobile have signed agreements with Ripe Digital Entertainment (RDE) to participate in the new entertainment network, which features short programming for guys 18-34 and a proprietary Immersive Advertising (patent pending) model. Advertising for these companies will be integrated across RipeTV programming appearing on all three distribution methods including Comcast On Demand digital cable as well as broadband (http://www.ripe.tv/, MSN, Akimbo and comcast.net) and mobile devices.

RipeTV's Immersive Advertising platform is fast-forward resistant due to the fact that advertising occurs while shows are being viewed. Specifically, RipeTV's Immersive advertising model works in the following ways:

* Ad messages are embedded into the programming -- RDE has created unique forms of advertising which are complimentary to the programming and embedded into video content making them "fast-forward" resistant. * Video distributed across multiple platforms -- RDE is simultaneously "syndicating" its content across multiple platforms accessible via devices including TVs, PCs, Mobile Phones and other portable devices. * A Google (TM) like Advertising Model for TV/Video -- Advertisers pay based on the actual views they receive. Data reporting is census based with Video On Demand (VOD) session detail versus traditional rating/share. * Brand messages that follow the video and become viral -- Brand messages follow video content wherever it goes, even if emailed between private parties or distributed beyond RipeTV's distribution network.

Attracted to the promise of receiving reporting based on actual views and VOD sessions rather than the traditional rating/share, advertisers are gravitating toward RipeTV's revolutionary multi-platform broadcast model. The network will provide measurable data from cable, Internet and mobile viewer sessions, with its first advertisers participating in the following ways:

* Dodge Brand -- Chrysler Group's Dodge division will be the exclusive automotive marketer on RipeTV to support the launch of new truck and car lines. * Procter & Gamble's Old Spice -- Strategically utilizing RipeTV, the company will extend its "After Hours"-themed campaign in a deal struck by its media agency, MediaVest New York. * Boost Mobile -- Launching new urban sport and lifestyle activities, Boost and Ripe are producing a series of short-form, branded shows. Ripe will also feature brand imagery from Boost's various youth-targeted initiatives.

"RipeTV combines the power of spot advertising, the multiple impressions of print, the targeting nature of direct marketing and the measurable impact of the Internet, all in one medium," said Ryan Magnussen, chief executive officer of Ripe Digital Entertainment (RDE), parent company of RipeTV. "Everyone keeps asking, 'Where are the men (in advertising)? They are on RipeTV and we will provide our advertisers with unprecedented access."

"In addition to Ripe's unique programming style, a big reason our Dodge division is running ads on RipeTV is that the network is measurable," said Julie Roehm, marketing communications director for DaimlerChrysler.

"Measurability, unique ad formats, cross-platform capabilities -- these are some of the reasons MediaVest looked at Ripe TV for a number of clients," said Amanda Richman SVP, Group Director Strategy Development & Innovation, MediaVest World Wide.

"We are privileged to be working with forward-thinking marketers who acknowledge the shifting landscape and want to take advantage of this sea change," said Patrick Bradley, President of RDE.

In a summer test launch on Comcast VOD enabled systems, RipeTV eclipsed three million views without marketing support. The network's irreverent, diverse programming varies in length from three minutes to fifteen. Forty percent of its entertainment content will be original, and Ripe TV will launch with 8-10 show categories. RipeTV recently announced that Hearst Argyle Television had made a multi-million Dollar investment in RDE.

About Ripe Digital Entertainment:

Based in Hollywood, RipeTV is part of Ripe Digital Entertainment (RDE), a company dedicated to pioneering the production, licensing and delivery of digital entertainment and services to redefine On Demand programming. RDE's founders include CEO Ryan Magnussen, President Patrick Bradley and Vice President of Sales Steven Voci -- all three of whom were founding partners for leading interactive agency Zentropy -- as well as Jonathon Barbato, who launched Starz On Demand nationally. One of Hollywood's first interactive services agencies, in 1999 Zentropy was acquired by what was at the time the world's largest advertising agency conglomerate, Interpublic Group. Zentropy remains one of the top 10 interactive agencies, with billings in excess of $70 million.

About Procter & Gamble :

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella, Gillette(R), and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com/ for the latest news and in-depth information about P&G and its brands.

About Dodge Brand:

With a U.S. market share of seven percent, Dodge is the fifth-largest nameplate in the United States and the eighth-largest nameplate in the automotive industry. In 2004, Dodge sold more than 1.4 million vehicles in the global market.

About Boost Mobile:

Based in Irvine, California, Boost Mobile, LLC, a subsidiary of Sprint Nextel Corporation, , is a lifestyle-based telecommunications brand focused on offering premium Pay-As-You-Go wireless phones and services to the youth market. Boost is one of the fastest growing wireless services in the U.S. and now has more than 1.7 million customers -- the majority of which are under the age of 25. Boost-branded wireless phones with its exclusive Boost(TM) Walkie-Talkie service and Re-Boost(R) Cards are available nationwide at locations where youth prefer to shop, including national retailers and convenience stores, and merchants that focus on fashion, music, and action sports-related activities. Experience Boost on the Web at http://www.boostmobile.com/