Spike TV Has a Front Seat with Real Vice Cops Uncut

June 30th, 2008 by SPIKE Press

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SPIKE TV HAS A FRONT SEAT TO ALL THE ACTION WITH
“REAL VICE COPS UNCUT”

Premiering On Spike TV Wednesday, August 6 At 10 PM

New York, New York, June 30, 2008 – Spike TV has acquired the first season of the unscripted series, “Real Vice Cops Uncut,” produced by Associated Television International (ATI). Filmed on location in various American cities, the series features exclusive ride-along access with local police agencies as they take down real-life criminals involved in the world of narcotics, prostitution and gambling.  Six half-hour episodes of “Real Vice Cops Uncut” premieres on Spike TV starting Wednesday, August 6 (10:00 – 10:30 PM, ET/PT).

“Non-stop, action-packed programs speak directly to our audience,” says Spike TV vice president of programming and acquisitions, John Griffin.  “Real Vice Cops Uncut” satisfies their need by plunging viewers into the action right along with the squads.”

The series chronicles the exploits of real vice squads from across the United States including Memphis, Las Vegas, Miami, Detroit, Atlanta, Dallas and Orlando.  Viewers are given an eye-opening look at the dangerous and unpredictable conditions that squad members are thrust into as they protect and serve their constituents.  “Real Vice Cops Uncut” lets the viewer in on everything from the plan, to the execution and ultimately, the arrest of hard criminals.

Viewers can also catch the action of “Real Vice Cops Uncut” at Spike.com.  Episodes will be available online following the weekly premiere.

“’Real Vice Cops Uncut’ is an unprecedented television experience,” says Jim Romanovich, President of Worldwide Media & Entertainment for ATI.  “We have been allowed exclusive access to various vice divisions to see how their undercover operations really work without compromising the security if its officers who have to remain undercover.  In this series, you will see all the action and intense situations you could ever expect.  This is not Crockett and Tubbs.  There is no Porsche, houseboat, or pastel wardrobe.  These are some of the toughest officers I have ever seen doing the toughest job imaginable.”

Executive producers for “Real Vice Cops Uncut” are Jim Romanovich and David McKenzie and Bryan Albright is producer/director.

About Associated Television International:
Associated Television International has been successfully producing and distributing television series, specials and feature films for over three decades.  ATI’s corporate mission is to produce projects that are both educational and entertaining for audiences worldwide.  Its programs have aired on all US broadcast networks and the major cable channels.  Recently they have produced such programs as “2007 World Magic Awards”- MyNetwork’s highest rated program in history, “Life Below The Line: The World Poverty Crisis,” “Unlocking DaVinci’s Code,” Emmy-nominated “Who’s Who of World Giving” and the Emmy-winning “America’s Invisible Children” for the CW.

About Spike TV:
Spike TV is available in 96.1 million homes and is a division of MTV Networks.  A unit of Viacom (NYSE: VIA, VIA.B), MTV Networks is one of the world’s leading creators of programming and content across all media platforms.  Spike TV’s Internet address is www.spike.com and for up-to-the-minute and archival press information and photographs, visit Spike TV’s press site at http://www.spike.com/press.

# # #
Press Contacts:

Kevin Sornatale
Spike TV                   
212-767-8621                             
kevin.sornatale@spiketv.com           

David Stephan
Associated Television International
323-556-5600 x. 141
dws@ati.la

GameTrailers.com Awards EA’s Need For Speed ProStreet

June 30th, 2008 by SPIKE Press

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GAMETRAILERS.COM AWARDS EA’s NEED FOR SPEED™ PROSTREET
THE PRESTIGIOUS GT DIAMOND AWARD

EA Becomes First Publisher to Have Two Titles Granted the Notable Distinction
for Earning Ten Million or More Video Views on GT

Santa Monica, Calif. – (June 26, 2008) – GameTrailers (GT), the premier provider of video for gamers and a division of Viacom Inc.’s (NYSE: VIA, VIA.B) MTV Networks Entertainment Group, announced today that EA’s Need for Speed™ ProStreet has been granted the GT Diamond Award, according to GameTrailers’ video tracking tool Stream Stats. Need for Speed ProStreet follows EA’s Crysis® in garnering 10 million or more video views on GT, making EA the first publisher to receive two coveted GT Diamond Awards.

“We are proud to present EA with a GT Diamond Award for their incredible work on Need for Speed ProStreet,” said Shane Satterfield, editor in chief, GameTrailers.  “With quality titles like Crysis and Need for Speed ProStreet, it is no surprise that EA was the first publisher to have two titles that really resonated with our hardcore gaming audience.”

“Receiving the GT Diamond Award is a real accomplishment,” said Larry LaPierre, Vice President at Black Box, developer of Need for Speed.  “GameTrailers visitors represent our core fan base and ten million views illustrates why Need for Speed is one of the world’s most successful video game franchises.” 

In Need for Speed ProStreet, gamers must prove they have the racing mettle to dominate the competition. Design and customize cars, face-off in iconic locations and battle in four distinct racing styles – grip, drag, drift and the all-new speed challenge. Danger and consequence have also been taken to another level with a new procedural damage system that will have cars scratching, denting and crumpling differently with every driving mistake. Need for Speed ProStreet is the realization of the intense rivalry, raw power, and visceral aggression that embodies street racing culture. 

Need For Speed ProStreet joins a short list of distinguished games to have received the GT Diamond Award.   Other honorees include Activision’s Call of Duty 4®: Modern Warfare™, Ubisoft’s Assassin’s Creed®, Konami’s Metal Gear Solid 4: Guns of the Patriots® and Nintendo of America for Super Smash Bros.® Brawl.

The figures for the GameTrailers Diamond Award were compiled by Stream Stats, a proprietary tool that gives gaming industry professionals insight into which games the GT audience is interacting with the most in order to anticipate upcoming sales and analyze post release performance.  To learn more, visit:  http://stats.gametrailers.com.

For more information about GameTrailers, log on to http://www.gametrailers.com.

About GameTrailers
GameTrailers (GT) is the premier video destination for gaming entertainment and information.  GT delivers timely, high-resolution broadband video content for gamers that includes original shows, video reviews, game trailers and comprehensive video coverage of gaming events from around the world.  GT also has a robust community that features user-generated content, a community marketplace and a variety of communication tools so gamers can talk to friends and share media such as fan movies, machinima and daily blogs.  GT has offices in Los Angeles, San Francisco and New York and is a division of Viacom Inc.’s (NYSE: VIA, VIA.B) MTV Networks Entertainment Group.

About MTV Networks
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of programming and content across all media platforms.  MTV Networks, with more than 130 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, with all of these networks trademarks of MTV Networks.  MTV Networks connects with its audiences through its robust consumer products businesses and its more than 200 interactive properties worldwide, including GameTrailers.com, IFILM, Neopets, Xfire, Y2M, and online, broadband, wireless and interactive television services.  MTV Networks also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world’s leading interactive entertainment software company. Founded in 1982, the company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, cellular handsets and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA SPORTS Freestyle™ and POGO™. In fiscal 2008, EA posted GAAP net revenue of $3.67 billion and had 27 titles that sold more than one million copies.. EA’s homepage and online game site is www.ea.com. More information about EA’s products and full text of press releases can be found on the Internet at http://info.ea.com.
 
EA, EA SPORTS, EA SPORTS Freestyle and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries

# # #

Media Contacts
Karen Raque                                Adrienne Borgstrom           
Bender/Helper Impact                   Bender/Helper Impact
(310) 694-3138                           (310) 694-3247
karen_raque@bhimpact.com          adrienne_borgstrom@bhimpact.com

Anderson Silva to Fight James Irvin Live on Spike TV

June 25th, 2008 by SPIKE Press

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ANDERSON SILVA TO FIGHT JAMES IRVIN LIVE ON SPIKE TV SATURDAY JULY 19

Silva, The UFC’s Middleweight Champ, To Fight As A Light Heavyweight For The First Time, Against The Hard-Hitting Veteran Irvin

New York, NY, June 25, 2008 — UFC middleweight champion Anderson Silva, arguably the best pound-for-pound mixed martial arts fighter in the world, will move up in weight-class for the first time from middleweight (185lbs) to light heavyweight (205 lbs.) to fight James Irvin (14-4-1) live everywhere Saturday, July 19 at 9:00pm ET/ 6:00pm PT) on Spike TV. Emanating from The Pearl at the Palms Casino Resort in Las Vegas, NV, Silva will square off against UFC veteran Irvin, who knocked out Houston Alexander in a record-tying eight seconds this past April.

Anderson “The Spider” Silva burst onto the UFC scene with a devastating knockout of Chris Leben in June 2006, seen live on Spike TV.  The native of Curitiba, Brazil, Silva became UFC Middleweight champ by an impressive TKO over Rich Franklin at UFC 64 in October 2006.  He has made four title defenses, all victories via TKO or submission, including most recently over former PRIDE champion, Dan Henderson at UFC 82 in March.  Silva, considered by many the most dominant force the UFC middleweight division has ever seen, is now moving up in weight class to fight the dangerous knockout artist, James Irvin. 
 
Nicknamed “The Sandman,” Irvin, has a propensity for putting his opponents to sleep in dynamic fashion.  His flying knee against Terry Martin in August 2005 at UFC 54 is legendary and his aforementioned knockout of Alexander tied the record for fastest knockout in UFC history.  Fighting out of Sacramento, CA, Irvin has won four out of his last five UFC bouts but was recently scratched from UFC 85 in June after suffering a broken foot.  A victory over the undefeated Silva would certainly be the career highlight thus far for the 29 year-old slugger.

On the undercard, a battle of two of the rising stars in the heavyweight division as former Purdue University standout wrestler, Jake O’Brien, takes on Yuma, Arizona native Cain Velasquez.  In January 2007, O’Brien’s (10-1) victory spoiled the UFC debut of former PRIDE star Heath Herring with a third round decision victory, telecast live on Spike TV. Now, the skilled grappler from Indianapolis, IN looks to spoil Velasquez’s national television debut on Spike.  Velasquez (3-0) made a triumphant UFC debut in April 2008 with an impressive first round knockout of Brad Morris at UFC 83. A victory over O’Brien in Spike’s high-profile fight card will elevate his status among the sport’s top heavyweights.
 
Brandon “The Truth” Vera (8-2), fighting out of San Diego, CA, will be moving down in weight class from heavyweight to light heavyweight (205 lbs) to fight Reese Andy, making his UFC debut. A victory over former UFC champ, Frank Mir in November, 2006 at UFC 65, placed Vera in the upper echelon of the heavyweight division.  However, two straight losses to Tim Sylvia at UFC 77 and a controversial defeat to Fabricio Werdum this past June at UFC 85, have triggered the 30 year-old to drop in weight class and fight at 205 lbs.    Vera, a veteran of the Air Force, takes on three-time All American wrestler at the University of Wyoming and former IFL fighter, Reese Andy (7-1).  The Seattle native is on a four-fight winning streak and looks to continue his winning ways against the veteran Vera.

Also on the card, two highly regarded lightweights will be looking to bounce back from tough decision losses in a potential “Fight of the Night” candidate as Hermes Franca takes on Frankie Edgar.  Franca (18-6), a 33 year old Brazilian native fighting out of Jupiter, FL, had won eight straight mixed martial arts bouts prior to losing to then lightweight champion Sean Sherk at UFC 73 in Sacramento last summer.  

Standing in Franca’s way is Frankie Edgar (8-1), a superb boxer and wrestler from New Jersey who stormed into the UFC with three straight wins in 2007 against highly regarded lightweights Tyson Griffin at UFC 67, Mark Bocek at UFC 74 and Spencer Fisher at UFC 78.  Edgar’s last bout was a unanimous decision loss to Gray Maynard this past April. With both he and Franca coming off tough losses, their matchup of two hungry, aggressive fighters, will surely be an explosive one.

In welterweight action, Anthony Johnson (5-1) looks to continue his ascent in the division ranks as he squares off against Kevin Burns. 

Johnson, an incredibly athletic striker from Dublin, GA who trains in Los Angeles, is coming off a highlight reel knockout win over “The Ultimate Fighter 6” finalist Tommy Speer in the first round of their bout this past April in Broomfield, CO.  His other win in the UFC was a stunning 13-second knockout of Chad Reiner in June 2007, a fight he took with less than a week’s notice.  His two wins sandwich a second-round submission loss to Rich Clementi at UFC 76 in September 2007. 

Burns (6-1) made his UFC debut as a late replacement for Ryo Chonan earlier this month at UFC 85 in London.  The Iowa native upset veteran Roan Carneiro and earned “Submission of the Night” with his impressive triangle choke. 

Spike TV is available in 96.1 million homes and is a division of MTV Networks.  A unit of Viacom (NYSE: VIA, VIA.B), MTV Networks is one of the world’s leading creators of programming and content across all media platforms. Spike TV’s Internet address is www.spike.com and for up-to-the-minute and archival press information and photographs, visit Spike TV’s press site at http://www.spike.com/press.

# # #

Press Contacts:   

David Schwarz                Spike TV             212-767-8639
Jennifer Wenk          UFC/Las Vegas          702-221-4790
Salil Gulati                      Spike TV            212-767-8705     
Rachel Trontel          UFC/Las Vegas          702-588-5516

David Carradine and Daryl Hannah Reunite in Kung Fu Killer

June 19th, 2008 by SPIKE Press

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DAVID CARRADINE AND DARYL HANNAH REUNITE IN
 “KUNG FU KILLER,” A TWO-PART SPIKE “ORIGINAL GUY MOVIE” MINISERIES PREMIERING THIS AUGUST

“Kung Fu Killer” To Premiere In HD Under The “Spike Guy Movies” Umbrella

New York, NY, June 19, 2008 – David Carradine and Daryl Hannah reunite for the first time since their roles on the big screen in “Kill Bill” to star in the two-part original movie miniseries, “Kung Fu Killer” slated to premiere this August on Spike in HD.   

Set in late 1920s in China, before Communist rule, “Kung Fu Killer” tells the story of White Crane (Carradine), an orphaned son of Western missionaries who was raised as a Wudang monk to become a spiritual leader and master in martial arts, and his ultimate journey for revenge and justice.

In the first installment, Crane’s peaceful world is shattered when Kahn Xin (Lim Kay Tong) and his mercenaries raid his temple and slay his mentor.  In search of his master’s murderers, Crane infiltrates the Shanghai underworld where he encounters Jane Marshall (Hannah), a lounge singer from Brooklyn, who is on a mission of her own – to find her lost brother, who is being held captive by Kahn. Realizing that Kahn’s evil plans are more intricate and widespread than originally thought, Crane teams up with Jane in order to enter Kahn’s inner circle.  From there, they tread carefully in order to dismantle Kahn’s destructive plans before assassinating him.  Soon, Crane’s battle becomes a moral one, as he finds himself torn between his peaceful Wudang upbringing and the cold-blooded life of an assassin.

The second installment, “Kung Fu Killer II” shifts gears to a more personal drama as Crane returns to help rebuild his shattered temple.  However, the peace is short-lived as, back in Shanghai, nightclub singer Jane is kidnapped by Bai Yang, an old classmate and rival of Crane’s who plans to employ her in the sex trade. It is up to Crane and his young protégé Lang (Osric Chau) to save not only Jane, but Lang’s true love Wei.

“Kung Fu Killer” was shot entirely on location in China at the Zhejiang Heng Dian World Studios and the towns of Fong Yang and Heng Dian.  The miniseries marked the first time a production of this scale was produced by a Western production company utilizing an almost exclusively Chinese crew.  “Kung Fu Killer” also features the singing debut of Daryl Hannah, who sings such period standards as “You Made Me Love You” and “I’m Always Chasing Rainbows,” along with others done with a period-authentic jazz mixed with torch-song style arrangements.

“Kung Fu Killer” is presented as part of Spike TV’s “Spike Guy Movies” umbrella of original movies.  Since its launch in January 2008, Spike TV’s original “Spike Guy Movies” average nearly 1.5 million viewers each month.

“Kung Fu Killer” is a production from RHI Entertainment.  Robert Halmi, Sr. and Robert Halmi, Jr. serve as executive producers.  Shan Tam, Matthew O’Connor and Michael O’Connor are producers.  Philip Spink is director.  Jacqueline Feather and David Seidler are writers, and the teleplay is by John Mandel.  Bill McGoldrick is vice president of development for Spike TV.

RHI Entertainment, LLC develops, produces and distributes new made-for-television movies, miniseries and other television programming worldwide, and is the leading provider of new long-form television content in the U.S.  Under the guidance of Robert Halmi, Sr. and Robert Halmi, Jr., RHI has produced and distributed thousands of hours of quality television programming, and RHI’s productions have received more than 100 Emmy Awards.  During 2007, RHI developed, produced and distributed 43 new television movies and miniseries to broadcast and cable networks around the world.  In addition to the development, production and distribution of new content, RHI owns rights to approximately 1,000 titles, or over 3,500 broadcast hours of long-form television programming, which are licensed to broadcast and cable networks and new media outlets globally.

Spike TV is available in 96.1 million homes and is a division of MTV Networks.  A unit of Viacom (NYSE: VIA, VIA.B), MTV Networks is one of the world’s leading creators of programming and content across all media platforms. Spike TV’s Internet address is www.spike.com and for up-to-the-minute and archival press information and photographs, visit Spike TV’s press site at http://www.spike.com/press.

#  #  #

Photos available from press website www.spike.com/press

Press Contacts:
   
Debra Fazio        Spike TV/NY        212/767-8649        debra.fazio@spiketv.com
Melissa Leung        Spike TV/LA        310/407-4729        melissa.leung@spiketv.com
Beth R. Nussbaum    RHI Entertainment    212/261-9156        bnussbaum@rhifilms.com

#  #  #

Photos available from press website www.spike.com/press

Press Contacts:
   
Debra Fazio        Spike TV/NY        212/767-8649        debra.fazio@spiketv.com
Melissa Leung        Spike TV/LA        310/407-4729        melissa.leung@spiketv.com
Beth R. Nussbaum    RHI Entertainment    212/261-9156        bnussbaum@rhifilms.com

 

The Future of American Men

June 12th, 2008 by SPIKE Press

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THE FUTURE OF AMERICAN MEN
Social Technologies And Spike TV Collaborate On Groundbreaking Study On How Men 18–49 Feel About Fatherhood And Family, Politics, Relationships, Role Models, Stress, Technology, Women, And Work For Spike’s “State Of Men 2008″ Study

June 12, 2008, Washington, DC — What are guys’ lives like today? What is important to them and how can we better relate to them? That was what Spike TV asked the Washington DC-based futurist research and consulting firm, Social Technologies, to help the network find out.

As the home of everything “men,” Spike TV commissioned the study to gain a deeper understanding of the many facets of men, according to Kimberly Maxwell, senior director of brand and consumer research. “We wanted to check the pulse of American guys to be better able to understand their lifestyles, their daily habits and values,” she says, noting that the research builds upon Spike’s 2004 “Guy’s State of the Union,” which delivered a wide-ranging overview of guy’s lives.

Maxwell worked with Social Technologies’ senior analyst Chris Carbone to investigate how men ages 18 to 49 feel about fatherhood and family, politics, relationships and women, role models, work and stress, technology, and more. The project included several phases:

· Trend identification: Social Technologies used its knowledgebase to identify the trends and issues most relevant to guys’ lives. It then conducted expert interviews and developed hypotheses about the current and future state of American guys.

· Fieldwork: Market research firm Penn, Schoen & Berland (PSB) tested the hypotheses through an online quantitative survey. Social Technologies followed this up with focus groups in Philadelphia, Atlanta and Minneapolis to hear from guys in their own words.

· Segment analysis and persona generation: Using a segmentation provided by PSB, Social Technologies created a set of composite personas to help bring the survey and focus group findings to life and deliver them in a compelling way.

“We wanted to bring the research to life so that Spike could put it to use internally and with their partners. By creating personas – or fictionalized representations of different types of guys – we were able to achieve that and put a human face on the survey data to communicate the findings in a compelling way,” Carbone says.

Five types of American guys

PSB’s survey resulted in a segmentation characterizing five types of American guys aged 18-49. Social Technologies analyzed the segmentation data to create descriptions and composite personas, used by Spike to better understand different types of men and how their lifestyle and consumer habits may change in the near future. So what are these five types of American guys?

· Young Carefrees (23% of guys)
· Above Average Joes (29%)
· Good Ol’ Boys (13%)
· Mac Daddies (20%)
· Worry Warriors (15%)

Young Carefrees (23% of guys): These guys are living out their post-college and early career years, and in many ways have yet to hit their stride. Seven in 10 are single, and they are the least likely to have kids. They are less successful than they thought they’d be at this point in life, but are optimistic about the future. Having grown up with technology, these guys are digital natives who often take advances like Facebook and iPhones for granted.

“One of the biggest things the PSB survey confirmed for us is that these guys are incredibly friend-focused, more than any other segment. Nearly eight in 10 say spending time with friends is their favorite way to relax and 88% say they make time for friends regardless of other commitments,” said Maxwell.

· Where they are headed. The Carefrees will take important steps toward defining themselves in new ways. They’ll get their first “real jobs,” rent a place with friends; maybe even meet someone they could actually see themselves marrying. “Friends will remain important,” says Carbone, “but these guys may start to shed some of the people on the fringes of their social circle; they’ll soften ties to their parents, and increasingly define themselves through their own choices.”

Above Average Joes (29%): The Above Average Joes were the most progressive segment in terms of their views on masculinity and their roles in the family. They are more likely than any other group to be married, and many have children. They are thriving in their roles as modern husbands and fathers, and working hard to create a positive work/ life balance. This is reflected in their use of technology. They’re not tech junkies – but they do look to tech devices to help them stay connected to their families and be available to them anytime, anywhere.

“This segment represents guys who have really embraced the progressive view of masculinity. The Joes feel that a man should be an equal partner in a relationship and live that out at home. They see that having two sources of income is an attractive option. The PSB survey showed us that only 15% of these guys think the man should be the primary breadwinner for the family,” Maxwell explains.

· Where they are headed: These men will remain family-focused. In the coming years, they will face a new stage of parenting with more family travel, teenage kids, saving for college, etc. Carbone remarks that they’re going to be incredibly pressed for time and will struggle to find time for themselves during these busy family years.
Good Ol’ Boys (13%): These guys are likely to be single – though more than one-third have kids – and are the segment most likely to maintain traditional values of masculinity: rugged, stoic, and pragmatic. These values shape their relationships with their partners and kids, as well as the kind of leisure and entertainment they engage in. They have accepted that dual-income households are normal but prefer that their wives don’t earn significantly more than they do.

The Good Ol’ Boys have a stereotypical male point-of-view when it comes to humor, and their appetite for extreme content is far beyond that of other segments. They are less likely than all the other segment to say that there is too much swearing or violence on TV. “These guys also have a distinctly DIY approach to life,” says Maxwell, noting that only 34% have role models and 42% say they tend to figure things out for themselves as they go along in life.

· Where they are headed: Many of these guys will search for someone to settle down with. “But with their old-school views about relationship roles, this may be tougher for them than for some other segments,” notes Carbone. They’ll also be watching closely for the signs of both a prolonged recession—and a recovery—since they are one of the lower-income segments.

Mac Daddies (20%): These guys lead busy lives, juggling work, home, hobbies and activities—but they wouldn’t have it any other way. The Mac Daddies are modern men, comfortable with non-traditional “guy” behaviors: they enjoy shopping, carry few gender stereotypes and they care about their looks more than other guys. However, they haven’t abandoned traditional models completely. They have some of the longest working hours and highest incomes, with great passion for both sports and technology.

“These guys are in-shape, high-powered achievers,” says Maxwell, adding that this group is also the most likely of all the segments to have professional jobs – 43% of them do – and this is reflected in their higher-than-average incomes. “The Mac Daddies are also really into technology. Ninety percent feel their tech products say a lot about who they are, and 60% think technology helps reduce their stress.”

· Where they’re headed: More of the Mac Daddies will settle into committed relationships, and many will start families. “We see them being just as confident and driven in these new roles as in their current ones. They’ll keep powering ahead at work, perhaps putting even more time in as the truly big bucks come into view. Burnout may become an issue for these guys,” says Carbone.

Worry Warriors (15%): Life is hard on these guys – or so they think. Even though they’re well-off and well-educated, they feel life is harder now than it was for their dads -whether in terms of achieving financial success, finding role models, or simply coping with daily stress. These guys have been in the workforce for a decade or more and, as time has gone by, many have become disillusioned with the system. Only about one-third of the Worry Warriors report being more successful than they thought they’d be at this stage in life.

Maxwell notes that while 40% of these guys are married and have kids; but even this part of their life stresses them out. “They’re more likely than the average guy to say they can’t meet all their obligations or spend as much time with their kids as they should. They’re into technology, but in an interesting contrast to the Mac Daddies, the Worry Warriors feel that it’s a mixed blessing, and that in most cases it adds to both their work and their stress,” she adds.

· Where they’re headed: Guys in this segment are prime candidates for midlife crises, but they’re also capable of confronting their dissatisfaction. “These guys are educated and have money and it’s easy to see them rethinking things as age and experience give them greater perspective on life,” Carbone remarks. “What they really want most is a role model to help them navigate their career, family life and romance, but they’re just having trouble finding anyone to look up to.”
What does it all mean?

“While there are differences across the segments, some interesting overall conclusions can be drawn about guys today,” Carbone says. “For one thing, this research with Spike shows that guys are still deciphering what it means to be a man in the post-feminist world, and this is something we really tried to express in our personas,” he explains. “Life is complex, and even contradictory and – just like women – guys have more options for identity than ever before. In the past, a guy’s “life path” was pretty clear. Life usually included going to school, getting a job and starting a family, all in a fairly standard order.”

Men knew what they “should” be doing throughout their lives and the timing and order of these major milestones. “But today there is no set model or path and men’s identities and experiences have become fragmented,” Carbone adds. “More than ever, guys are creating their own milestones and measures for success.”

Another thing that came out loud and clear in the research is that today’s guys don’t subscribe to the idea of larger-than-life heroes. Instead, they look up to everyday heroes. “People like firefighters, soldiers, teachers, law enforcement and also working parents got the nod from the guys we talked to as being America’s real heroes,” states Carbone.

About Chris Carbone
Chris Carbone is the director of programs at Social Technologies, coordinating such initiatives as the Futures Consortium, Futures Expeditions, and Futures Observatory. He has worked in research and consulting since 1996, serving a variety of corporate and government clients, contributing his talents to diverse multiclient and custom futures projects, and researching and authoring dozens of reports and scenarios. Chris’s areas of inquiry in the past few years include environmental sustainability, emerging technologies, opportunities in the automotive industry, and the future of global consumer lifestyles. Chris has a BA in History from Gettysburg College and an MBA from Johns Hopkins University with a concentration in marketing. Areas of expertise: Advertising and marketing, demography and aging, environment and sustainability

About Social Technologies
Social Technologies is a global research and consulting firm specializing in the integration of foresight, strategy, and innovation. With offices in Washington DC, London, and Shanghai, Social Technologies serves the world’s leading companies, government agencies, and nonprofits. A holistic, long-term perspective combined with actionable business solutions helps clients mitigate risk, make the most of opportunities, and enrich decision-making. For more information visit www.socialtechnologies.com, the blog: http://changewaves.socialtechnologies.com, and our newsletter, www.socialtechnologies.com/changewaves.

About Spike TV
Spike TV is available in 96.1 million homes and is a division of MTV Networks. A unit of Viacom (NYSE: VIA, VIA.B), MTV Networks is one of the world’s leading creators of programming and content across all media platforms. Spike TV’s Internet address is www.spike.com.

About Penn, Schoen & Berland Associates
Penn, Schoen and Berland Associates (PSB) is a market research and strategic communications consultancy with over 30 years of experience in leveraging unique insights about consumer opinion to provide clients with a competitive advantage-what we call Winning Knowledge(tm). Our media and entertainment group, which was started in 2001, merged the best methods from political polling with innovative survey techniques and high level consulting and has quickly risen to the forefront of the global entertainment research industry. Our clients include most of the major magazine publishers, motion picture studios, and video game publishers.

About the Methodology
Penn, Schoen & Berland (PSB) fielded a nationally representative online survey for SPIKE among 1,741 adults aged 18-49 years, including 1,306 men and 435 women. The surveys were conducted online within the United States by Penn, Schoen & Berland on behalf of SPIKE between February 5 and February 11, 2008 among a total of 2,140 adults aged 18 plus.

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Press Contacts:

Debra Fazio-Rutt Spike TV 212-767-8649 debra.fazio@spiketv.com

Hope Katz Gibbs Social Technologies 703-502-3405 hope.gibbs@soctech.com

SPIKE TV Partners with USO and United Through Reading

June 10th, 2008 by SPIKE Press

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SPIKE TV PARTNERS WITH USO AND UNITED THROUGH READING® TO
HELP MORE THAN 100,000 US SOLDIERS STAY CONNECTED TO THEIR CHILDREN BACK HOME STARTING THIS FATHER’S DAY

Viewers Invited To Log Onto Spiketruedads.com Starting on Father’s Day
To Salute Troops Overseas

New York, NY, June 10, 2008 – This Father’s Day, Spike TV expands its national fatherhood initiative with True Dads: In Uniform by reaching out to help those fathers serving overseas who can’t physically interact with their kids. The network has partnered with the USO and United Through Reading® to help more than 100,000 deployed US soldiers and their families stay connected to their children back home by reading a story aloud on DVD.

While in the past, military personnel have been able to write letters, email and send audio cassettes, the United Through Reading Military Program offers children a chance to actually see their parent’s face, listen to their voice and read along as their parent reads them a children’s story.  Through this program, which is available directly through military commands and at numerous USOs located throughout the world, deployed parents get the opportunity to share their love and support with their children by reading books aloud on DVD.

Starting this Father’s Day, Spike TV’s True Dads will begin sending camera kits to military units in Iraq and Afghanistan and other remote deployed locations that will enable thousands of service members to read a book and connect with their children back home.  Each of the donated kits includes a video camera, tripod, DVDs, packaging and mailing materials. A comprehensive training package and a library of books are sent in advance, so that the reading will be personal and interactive. The completed DVDs are then sent home for the families to enjoy and to ease children’s fears and anxiety about their parent’s absence.

“Spike TV’s True Dads campaign is committed to supporting men in their quest to be active and involved fathers,” says Kelleigh Dulany, vice president of public responsibility for Spike TV.  “Reading is a wonderful way to bond with a child and this program is an excellent way for deployed parents to connect with their children from afar and provide them with an emotional connection to help ease the stress of separation.”

Spike TV viewers are encouraged to visit spiketruedads.com starting on Father’s Day to learn more about the United Through Reading Military Program and the USO, and to pledge direct financial support to these outreach efforts. While online, viewers are also invited to send personalized notes and letters to US service members serving abroad to bolster their spirits and reinforce the support they have back home.

“United Through Reading founded this program in 1990 to help service members deployed in the Gulf War and their children,” said Sally Ann Zoll, Ed.D., chief executive of United Through Reading.  “Since that time our program has benefited more than 290,000 children and parents through the participation of individual military commands and through our partnership with the USO which extends our outreach at participating USOs worldwide.”

“We are excited to partner with Spike TV to continue helping deployed troops stay connected to the children in their lives,” said Edward A. Powell, USO president and CEO.  “What a perfect opportunity to honor the sacrifice and service of fathers in uniform and military families worldwide.”  

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 and family and ideas of activities to spend more time with their children.  The network supports True Dads with a multi-platform campaign that includes PSAs featuring both celebrity and everyday dads, 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.

About United Through Reading®
Developed during the Persian Gulf War in 1990, the United Through Reading Military Program is available to all Carrier Strike Groups, Expeditionary Strike Groups, Construction Battalions, Marine Corps Expeditionary Units, Brigade Combat Teams and to deploying National Guard, Reserve and Air Force Units upon request.  More than 290,000 military parents, spouses and children have benefited from the program since its inception.  Founded in 1989, United Through Reading was the nation’s first nonprofit to promote the read-aloud experience for separated families.  Research shows that the read-aloud experience is a way for children to experience the joy of reading and gain critical learning and communication skills.  More than 345,000 parents, spouses and children have benefited from the nationally acclaimed United Through Reading programs.  For more information, visit www.unitedthroughreading.org or call 858-481-7323.

About the USO
The USO (United Service Organizations) provides morale, welfare and recreational services to U.S. military personnel and their families.  The USO is a nonprofit, charitable organization, relying on the generosity of the American people to support its programs and services.  The USO is supported by Worldwide Strategic Partners AT&T Inc., BAE Systems, Blackwater Worldwide, Clear Channel Communications, The Coca-Cola Company, Gallery Furniture, S & K Sales Co., and TriWest Healthcare Alliance.  Other corporate donors, including the United Way and Combined Federal Campaign (CFC-11381), have joined thousands of individual donors to support the USO.  For more information, please visit our Web site at www.uso.org.

About Spike TV
Spike TV is available in 96.1 million homes and is a division of MTV Networks.  A unit of Viacom (NYSE: VIA, VIA.B), MTV Networks is one of the world’s leading creators of programming and content across all media platforms. Spike TV’s Internet address is www.spike.com.

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Press Contacts:
Debra Fazio-Rutt    Spike TV            212/767-8649          debra.fazio@spiketv.com
Rebecca Heyl        United Through Reading    858/748-5797                 rebeccaheyl@cox.net
Tiane Harrison    USO                703/908-6433              tharrison@uso.org