V-me and DIRECTV MAS(TM) Launch New PSA Campaign to Inform Viewers About Digital Transition

V-me and DIRECTV MAS(TM) Launch New PSA Campaign to Inform Viewers About Digital Transition

English and Spanish-language spots feature award-winning actress, Lupe Ontiveros

WASHINGTON, Feb. 7 /PRNewswire/ -- V-me, the nation's fastest growing digital Spanish television network, and DIRECTV Mas(TM), the Spanish-language programming service from DIRECTV, unveiled today a new PSA initiative to raise awareness among Spanish- and English-speaking viewers about the transition to digital television in February 2009. The PSA will be aired across the DIRECTV Mas and DIRECTV platform, on V-me, which is carried on most major cable and satellite systems, and by public and commercial broadcasters.

The 60-second PSA, produced by V-me, features award-winning actress, Lupe Ontiveros. The spot -- produced in both English and Spanish -- uses humor and straight talk to help viewers understand what the shift from analog to digital means, who is affected, and what the options are, including the government- subsidized coupons that can be used to purchase converter boxes. Most importantly, the PSA directs viewers to the official information site www.dtv2009.gov, and urges viewers to spread the word to friends and families.

The new campaign was unveiled on Capitol Hill last night to Latino community leaders, advocates, and Congressional leaders at an event in Washington D.C. hosted by V-me and DIRECTV Mas where the Honorable Joe Baca, chairman, Congressional Hispanic Caucus was the featured speaker. Rep. Baca also chairs the Caucus' Technology Committee and has been at the forefront of efforts to include the Latino community in outreach efforts around this issue. In his keynote address at the event, Congressman Baca said, "It is critical that our Spanish speaking communities are made aware of the upcoming Digital Television Transition. I thank V-Me and DIRECTV Mas for taking a leadership role in promoting awareness of this important issue, and recognize them for their dedication to corporate responsibility."

"The digital transition is a very important issue, and V-me wants to make sure that the Hispanic community continues to be engaged and connected as the conversion takes place," said Carmen M. DiRienzo, president, V-me. "We are proud to partner with DIRECTV because they share our commitment to bringing the best quality information and entertainment to America's Latino families."

"One out of every five Hispanic homes are at risk of losing their local television signals after the transition, and DIRECTV Mas is committed to making sure Latino households continue to have access to quality television and entertainment," said John de Armas, vice president, World Direct(TM), DIRECTV, Inc. "DIRECTV Mas and V-me have a shared mission to empower Spanish- speaking viewers and increase the general public's awareness of the digital transition."

About V-me

V-me, the new national network partnered with public TV, engages America's Latino families in Spanish, with a lively mix of original and exclusive programs including: kids, lifestyle, nature, science, history, current affairs, music, arts, and movies. The 24-hour network, with broadcast and digital carriage reaching 45% of all U.S. Hispanic TV households, is America's largest Spanish digital channel and the fastest out-of-the-box sponsor- supported network in U.S. Hispanic media history. V-me is made available to DIRECTV by Educational Broadcasting Corporation, one of its founders and creator of some of public TV's most popular programs. To find out more, visit www.VmeTV.com.

About DIRECTV Mas(TM)

DIRECTV Mas(TM) offers the widest array of Spanish- and English-language programming available and the latest satellite technology, all combined to provide viewers with digital-quality picture and sound at competitive prices. The service provides access to more than 45* Spanish-language channels including top programming from Mexico, Central and South America, Puerto Rico, the Dominican Republic and Spain. DIRECTV Mas(TM) programming offers sports, movies, music, news and educational networks, and access to more than 250 English-language channels of DIRECTV(R) programming, featuring the largest selection of pay per view choices and sports programming available. For pricing please visit DIRECTVmas.com or call 1-866-363-1212.

For more information contact:

Natalie Judd, 203.389.5223, njudd@dex-p.com or Wilson Guzman, 646.747.8821, wguzman@dex-p.com

Naomi K. Rodriguez, 310.964.4821, nkrodriguez@directv.com (for DIRECTV Mas(TM))

First Call Analyst:
FCMN Contact:

Source: V-me

CONTACT: Natalie Judd, +1-203-389-5223, or njudd@dex-p.com, or Wilson
Guzman, +1-646-747-8821, or wguzman@dex-p.com, both for V-me; or Naomi K.
Rodriguez for DIRECTV Mas(TM), +1-310-964-4821, or nkrodriguez@directv.com

Web site:

http://www.directvmas.com/
http://www.dtv2009.gov/
http://www.vmetv.com/

-------
Profile: intent