America Online and CBS Join in Unprecedented Online Promotion to Launch the Network's New Fall Schedule

September 17, 1998

Dulles, VA and New York, NY, September 17, 1998 - America Online, the world leader in interactive services and content, and CBS today announced they are launching the "AOL/CBS Tune In!" campaign, a first-of-its-kind online promotion to celebrate CBS's premiere week. For a nine-day period beginning on Saturday, Sept. 19, CBS will have a powerful promotional presence throughout many of AOL's highest-trafficked areas, and will also offer AOL members the opportunity to interact directly with some of the biggest CBS Television personalities through AOL Live events. CBS will premiere its new fall schedule on Monday, Sept. 21, with new episodes of returning favorites COSBY and EVERYBODY LOVES RAYMOND and the television premieres of THE KING OF QUEENS, THE BRIAN BENBEN SHOW and L.A. DOCTORS. Each night's primetime lineup will be promoted daily in a variety of ways throughout many of the most popular areas of the AOL service. The campaign will also provide CBS with a prominent presence on AOL's "Fall TV Preview" area of AOL's Entertainment Asylum, one of the fastest growing entertainment communities and resources on AOL and the Web and available at Keyword: Asylum. "Fall TV Preview" will feature schedules, network stars' photos, multimedia features, and show descriptions. CBS promotions and nightly lineups will also be highlighted in banner ads on AOL e-mail screens, in AOL People Connection, the AOL Welcome Screen and a Thank You Screen members will see as they exit the service. CBS program schedules and information will also be available on AOL at Keyword: CBS. As part of the agreement, AOL Live will feature a different CBS celebrity each day of the campaign in a live online interview where AOL members can interact with the stars. Members can also link directly from AOL Live to CBS promotions and information about the celebrities and their CBS shows. "Our AOL partnership gives us an exceptional opportunity to increase awareness and sampling of our new primetime schedule among the highly sought after audience of media-savvy viewers in interactive households, " said Leslie Moonves, President and CEO of CBS Television. "AOL's unparalleled reach among these viewers permits us to reach a highly valuable audience at the time of day when they are making their viewing decisions. It's a great vehicle for extending our fall marketing strategy." Bob Pittman, President and COO of America Online, Inc. added, "We couldn't be more excited to join with CBS to promote their new fall lineup in such a historic and significant way. By using the unique nature of this medium to cycle the online audience back into television viewing, CBS is embracing this medium in a way that no network has ever done before, and we applaud their initiative, their innovation, and their creativity." The "AOL/CBS Tune In!" campaign is a key part of CBS's roster of strategic fall marketing programs designed to reach the television viewing audience. Other initiatives include: *"Million Mile Monday," which awards one million American Airlines AAdvantage miles to one viewer, selected at random, who can answer questions related to the five CBS programs premiering on Monday, September 21. *A partnership with Target Stores, which included the distribution of free "CBS Sneak Peek" fall preview videos at the retailer's stores nationwide, as well as in-store free-standing kiosks promoting the new season and promotion in Target newspaper circulars. *CBS's new fall programming featured in a 25 million piece mailing by Carol Wright, the nation's leading direct mail distributor. *Extensive print, radio and out-of-home advertising, as well movie theater trailers for MARTIAL LAW.

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