Spike TV Celebrates Fatherhood with 'True Dads' National Outreach Campaign

Spike TV Celebrates Fatherhood with 'True Dads' National Outreach Campaign

New York Yankee Legend Don Mattingly Named Spokesperson For Campaign's "Catch On" Promotion That Kicks-Off Father's Day

Overall Campaign Includes PSAs, Specials, Online Resources And Community Events

NEW YORK, June 13 /PRNewswire/ -- Just in time for Father's Day, Spike TV celebrates dads with TRUE DADS, the network's new national outreach campaign designed to celebrate the unique and transformative relationship that is fatherhood. The network also announces that New York Yankee legend and current coach Don Mattingly has been named spokesperson for Spike TV's TRUE DADS first campaign promotion entitled "Catch On."

In the 21st century, it is critical that all kinds of fathers - traditional fathers, stepfathers, non-custodial fathers, and father-mentors - are provided with the encouragement and resources they need to positively influence tomorrow's generation.

Spike TV's TRUE DADS initiative celebrates and highlights fathers who take an active role in their children's lives, demonstrating that it is both a rewarding and fulfilling experience. The initiative is designed to encourage responsible fathering and provide the tools and resources to fathers to improve their parenting skills, such as how to talk with their kids, how to balance work & family and ideas of activities to spend more time with their children.

Spike TV will support TRUE DADS with a mutli-platform campaign that includes PSAs featuring both celebrity and everyday dads, original television programming, local community outreach events including events with several Minor League Baseball teams, an enhanced digital media site located at spiketruedads.com, national promotions/sweepstakes and strategic partnerships with National Fatherhood Initiative, ParentsConnect.com and GoCityKids.com, among others.

On Father's Day, Sunday, June 17, Spike TV will kick-off TRUE DADS with its first national promotion with "Catch On" featuring New York Yankee legend Don Mattingly who will appear in a PSA. "Catch On" encourages dads to go out and have a catch -- baseball, football, Frisbee, etc. - with their son or daughter. Dads are then directed to visit spiketruedads.com and send in a picture showing off their special time with their kids and enter for a chance to win a pair of season tickets for their favorite sports team. Spike TV's TRUE DADS "Catch On" promotion will run thru Labor Day 2007.

Spike TV's TRUE DADS "Catch-On" spokesman Don Mattingly spent his entire 12-year career with the New York Yankees. "Donnie Baseball" was a six-time all star and nine-time Gold Glove first baseman. In his second full season in 1984, he won the American League batting title (.343) and in 1985 he won the AL MVP award with an MLB leading 145 RBIs. In 1987, Mattingly set an MLB record by hitting a home run in eight consecutive games and solidified himself as a fan-favorite with his no-nonsense attitude and team-oriented demeanor. He was named Team Captain in 1991, joining only 10 others including baseball immortals Babe Ruth and Lou Gehrig, and hit .417 in his only post-season appearance in 1995.

Following his retirement in 1996, Mattingly returned to Evansville, IN to help his wife, Kim, raise their three sons, Taylor, Preston, and Jordan. The Mattingly baseball genes are quite apparent as Preston (19) is a top prospect in the LA Dodgers organization while Taylor (22) briefly played in the Yankees minor league system. Mattingly currently serves as a bench coach under Yankee manager Joe Torre.

Additionally, in honor of Father's Day Spike TV's TRUE DADS campaign will make a $10,000 contribution to the Mayor's Fund to Advance New York City, a not-for-profit organization which identifies organizations across the five boroughs of New York City that work with families in order to help children by increasing positive father involvement from dads who are married, divorced or single. Further donations to family/parenting organizations that target fathers across the country to be announced throughout the year.

All dads are encouraged to log onto spiketruedads.com to learn more about Spike TV's TRUE DADS campaign including stories about real dads, access to local events and activities for dads to take action close to home and for helpful tips for dads to spend quality time with their kids.

The premier fatherhood renewal organization in the country, National Fatherhood Initiative (NFI) works in every sector and at every level of society to engage fathers in the lives of their children. NFI's national public service advertising campaign promoting fatherhood has generated television, radio, print, Internet, and outdoor advertising valued at over $487 million. Through its resource center, FatherSOURCE, NFI offers a wide range of innovative resources to assist fathers and organizations interested in reaching and supporting fathers.

Spike TV is available in 91.6 million homes and is a division of MTV Networks. A unit of VIACOM (NYSE:VIA)(NYSE:VIA.B), MTV Networks is one of the world's leading creators of programming and content across all media platforms.

First Call Analyst:
FCMN Contact:

Source: Spike TV

CONTACT: Debra Fazio of Spike TV, +1-212-767-8649, or
debra.fazio@spiketv.com

Web site:

http://www.spiketv.com/
http://www.spiketruedads.com/
http://www.parentsconnect.com/
http://www.gocitykids.com/

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