American Movie Classics Becomes AMC “TV For Movie People”

New positioning, network identity package and on-air image campaign refresh and expand AMC brand

JERICHO, NY, September 24, 2002 — On September 30, 2002, AMC introduces a new brand positioning and network identity package that includes a new logo, tag line, on-air graphics and image campaign. The refreshed branding accompanies an expanded programming and scheduling strategy and the addition of advertising.

AMC is expanding its brand to include contemporary movies as a complement to the classics, along with an increased slate of movie-based original series, documentaries and specials. AMC President Kate McEnroe said, "For Americans, movies are a valuable, shared cultural currency. AMC will offer movie fans a reliable place to find that connection, to enjoy a special movie moment and to experience American movies in a unique environment. Inspired by the way younger viewers consume movies on TV, AMC has created a TV haven for movie lovers of all ages. Our new tag line captures it: AMC. TV for movie people."

As the first expression of "TV for movie people," AMC is debuting a new network identity package featuring movie lovers speaking to the camera. The network shot hundreds of fans, unscripted, to share their passion for the movies and to guide AMC viewers. AMC EVP and General Manager Noreen O'Loughlin explains, "We wanted to create a community for movie people on our air. We deliberately kept the on-air graphic style clean, bright and contemporary. All of the graphics and music were created to frame the people. We wanted the honesty of the movie fans to shine through."

O'Loughlin led the network re-branding team, along with Isabel Miller, SVP Marketing, and Linda Schupack, SVP, Rainbow Creative Services.

Robert Sorcher, AMC's SVP, Programming and Production, will announce the new programming and development slate next month.

AMC will celebrate its new commitment to "movie people" with a provocative mix of movies and original programming that reflects its promise to provide a layered TV experience – from movie packaging, events and stunts to series, documentaries, original specials and short films.

In October, AMC's "Monsterfest 24/7" will feature a week-long festival of horror movies, a "Backstory" on the "Halloween" movie franchise, and "John Carpenter's Short Screamers," a half-hour compilation of one-minute horror shorts that AMC commissioned from a variety of filmmakers, and will showcase throughout the festival. On November 6 at 8:00 PM ET/PT, AMC will air "Bond Girls Are Forever," an evocative documentary about how the Bond girl has evolved from sexual object to empowered equal, and produced by Maryam d'Abo, featuring interviews with Halle Berry, Rosamund Pike, Ursula Andress, Jane Seymour, Maud Adams, Lois Chiles, Michelle Yeoh and Carey Lowell. On November 13 at 6:00 PM ET/PT, "The Alien Saga" takes an in-depth look at the making of the 1979 space chiller.

The AMC on-air package was created by Trollback & Company, a design firm with offices in New York and Los Angeles with expertise in broadcast branding, movie titles and trailers.

AMC is a 24-hour, movie-based network, dedicated to the American movie fan. The network, which reaches over 83,000,000 homes, offers a comprehensive library of popular movies and an increasingly visible, critically- acclaimed, slate of original programming that is a diverse, movie-based mix of original series, documentaries and specials. AMC has more than doubled its original programming over the past 3 years and garnered many of the industry's highest honors, including seven Emmy awards. AMC is "TV for movie people."

A leader in sports, news and entertainment programming, Rainbow Media Holdings, Inc. is a subsidiary of Cablevision Systems Corporation (NYSE:CVC) and NBC. Rainbow owns and manages AMC, WE: Women's Entertainment, Bravo, IFC (The Independent Film Channel), muchmusic usa, Mag Rack, Rainbow Sports Networks, News 12 Networks, and MetroChannels as well as the Rainbow Advertising Sales Corporation and Rainbow Network Communications. Rainbow is a fifty-percent partner in Fox Sports Net and has a strategic partnership with MGM (NYSE:MGM), which owns a 20% stake in four of Rainbow's national networks: AMC, WE: Women's Entertainment, Bravo and IFC.

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