Indy 500(R) PlayAction Brings Interactive Gaming to 'The Greatest Spectacle in Racing'

Indy 500(R) PlayAction Brings Interactive Gaming to 'The Greatest Spectacle in Racing'

Race Fans Test Their Knowledge with Indy 500(R) PlayAction, the First Live Mobile Contest

INDIANAPOLIS, May 10 /PRNewswire-FirstCall/ -- There will be more than one winner in this year's Indianapolis 500: Race fans will be challenged to compete against each other and test their racing knowledge in a first-ever live contest utilizing mobile technology and the world's largest one-day sporting event.

Indy 500(R) PlayAction, being launched in partnership with WIBC 1070 AM and 97.1 HANK FM, the broadcast home of IMS in Indianapolis, allows fans at home or in attendance to answer trivia questions and make predictions with their cell phones during this year's Pole Day (Saturday, May 12), Miller Lite Carb Day (Friday, May 25) and Race Day (Sunday, May 27).

"Indy 500(R) PlayAction brings an exciting, new kind of competition to the 91st Indianapolis 500," said Joie Chitwood, Indianapolis Motor Speedway president and chief operating officer. "It's an innovative way to engage the community of race fans through mobile technology. PlayAction is a perfect match for the Indy 500(R) since the race has been all about competition and technology since 1911."

While PlayAction has been used with the National Hockey League, National Basketball Association games through the Toronto Raptors and the Skins Game in golf, this is the first time the technology will be used at the Indianapolis Motor Speedway or during an IndyCar(R) Series event.

"Fans of the Indianapolis 500 have another outlet for their passion," Emmis Vice President/General Manager Tom Severino said. "Any Indy 500 fan with a U.S. mobile device can compete against fellow enthusiasts, whether they are listening to the event on WIBC 1070 AM, 97.1 HANK FM or any other affiliate of the IMS Radio Network, or watching the events from the Speedway."

The game will be available to mobile subscribers in both the United States and Canada. U.S. carriers include T-Mobile, Nextel, Cingular, Sprint, Verizon, Boost Mobile and Alltel. Interested parties need to register either online (www.playaction.tv/indy500) or using their mobile device (text "Indy" to 24365). There will be 10 questions on each of the three days and each day will have a winner. Prizes include ticket packages to next year's Indianapolis 500; bronze and silver badge credentials for track access next May; and a checkered flag autographed by this year's race winner.

In March, Emmis announced it had made a significant investment in Exponentia, a Vancouver-based global leader in mobile and online games and applications, including PlayAction.

2007 Indianapolis 500 tickets: Tickets are on sale for the 2007 Indianapolis 500 on Sunday, May 27, the 91st running of "The Greatest Spectacle in Racing." Fans can order tickets online at www.indianapolismotorspeedway.com, by calling the IMS ticket office at (317) 492-6700 or (800) 822-INDY outside the Indianapolis area, or at the ticket office at the Indianapolis Motor Speedway. Parking and camping information also can be obtained through the ticket office. Hours for phone orders and the ticket office are 8 a.m.-6 p.m. (ET) Monday-Sunday during May, with special hours of 7 a.m.-6 p.m. on Pole Day, Saturday, May 12 and 6 a.m.-1 p.m. on Race Day, Sunday, May 27. Online orders can be made at any time. Race Day ticket prices start at just $20.

Emmis Communications - Great Media, Great People, Great Service(R)

Emmis is an Indianapolis-based diversified media firm with radio broadcasting, television broadcasting and magazine publishing operations. Emmis owns 21 FM and 2 AM domestic radio stations serving the nation's largest markets of New York, Los Angeles and Chicago, as well as St. Louis, Austin, Indianapolis and Terre Haute, Ind. In Indiana, Emmis owns WIBC 1070, 97.1 HANK FM, B105.7, RadioNow 93.1, Network Indiana and Indianapolis Monthly. In May 2005, Emmis announced its intent to seek strategic alternatives for its 16 television stations and has announced the sales of 15 of them. Emmis also owns a radio network, international radio stations, regional and specialty magazines, an interactive business and ancillary businesses in broadcast sales.

About Emmis Interactive

The new media arm of Emmis Communications (NASDAQ:EMMS), Emmis Interactive develops custom, integrated marketing solutions to leverage multiple technology platforms. The Emmis Interactive team includes 25 talented interactive producers, such as former Fortune 500 brand managers and top media executives, as well as Web designers and interactive client solution experts at every radio station.

About Exponentia (www.exponentia.com)

Exponentia is a recognized leader developing mobile games and interactive applications for sports and entertainment clients that enable them to engage their fans across broadband and mobile devices. The pioneering company has been serving some of the most loved names in pro sports, media and entertainment for more than seven years, specializing in integrating live interactivity with broadcast. To learn more about PlayAction, go to www.playaction.tv.

First Call Analyst:
FCMN Contact:

Source: Emmis Communications

CONTACT: Ron Green, IMS, for Emmis Communications, +1-317-492-6780, or
rgreen@brickyard.com, or Chris Campbell, Emmis Communications,
+1-317-684-8428, or ccampbell@emmis.com

Web site:

http://www.emmis.com/
http://www.playaction.tv/
http://www.indianapolismotorspeedway.com/

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