IFC and SKYY Vodka Join Together in Unique Integrated Partnership

Spirits Company to be Exclusive Vodka of IFC and Sponsor Network's Saturday Night Film Strand

Network Expands Integrated Partnerships Team to Accommodate Growing Number of Clients

New York, NY, April 19, 2007 – The Independent Film Channel (IFC) announced today the creation of a new, multifaceted partnership with SKYY Vodka®, marking the Brand's first ever on air marketing. As the exclusive vodka of IFC, SKYY will sponsor the network's Saturday night programming beginning April 21, and will be integrated into customized original content created by IFC, featured both on air and online throughout 2007. SKYY joins IFC's growing list of integrated partnerships – which includes such clients as Acura, Heineken, Red Bull, yellow tail and Target – and builds on the network's overall strategy to generate revenue as a commercial free network while providing value to its partners by uniquely platforming their brand in an uncut, festival-like environment. Airing every Saturday night beginning at 9 pm ET, SKYY will present IFC's new film strand, titled "The Blue Room", which will feature some of the most popular film titles in unique independent cinema including Magnolia, Crash, Being John Malkovich, Kill Bill vol. 1, The Cooler and Boogie Nights.

To accommodate IFC's growing list of client partnerships, the network also announced two key promotions which will build on its expanding sponsorship infrastructure. Kevin Cirrito will be promoted to Vice President of Integrated Partnerships for IFC, serving the East Coast and Lee Sparer will be promoted to Vice President of Integrated Partnerships for IFC, serving the West Coast. Cirrito and Sparer have been key players in the growth and success of IFC's sponsorship department, and in their new roles, they will be tasked with taking IFC Sponsorship beyond TV, opening the doors to IFC.com as a revenue generator. Both will report to Alan Klein, Senior Vice President of Partnerships and Licensing.

"As a commercial-free network, we've developed a business model that offers our partners innovative avenues to effectively reach consumers in a creative and uncluttered environment," said Klein. "As we continue to expand our offerings and bring in new clients, it's essential that we have a solid team in place. Lee and Kevin have played central roles in IFC's ability to meet and surpass revenue goals while maintaining the brand -and will continue to drive the innovative thinking that sets the IFC model apart. We are in an excellent place to provide partners like Skyy Vodka with effective, stand-out results. SKYY is a strong brand that is in-line with what IFC represents and we look forward to adding them to our growing slate of partners."

"IFC has always been at the forefront of cinematic style and innovation," said Paul Fuegner, Vice President of Marketing for Skyy Spirits. "SKYY Vodka epitomizes cinematic glamour and this partnership creates an ideal platform for the premiere of SKYY Vodka's broadcast marketing efforts."

IFC's Saturday Night film strand, "The Blue Room" will open with a customized co-branded graphic gateway that expresses the flavor of the films and includes clips from the evening's feature, and then throws to a unique SKYY Vodka branded short film. The content will transition graphically and organically into the feature film of the night. At the end of the film, a creative closing spot will push to the title airing the following week. IFC will create weekly episodic tune-in promotions to drive viewership to Saturday nights as well as the special SKYY IFC micro-site. The SKYY brand film will also be available to online users on IFC.com, and SKYY.com for viewing and for a special user-created video mash up which will have the opportunity to rotate into future SKYY gateways on IFC.

In addition to the on air and online campaign elements, IFC will provide focused research for SKYY in an effort to demonstrate the spirits company's ROI. IFC will conduct a Pre/Post online study, conducted through E-Poll, using IFC Viewers who are SKYY "prospects" as a base – to determine valuable information regarding consumer awareness (aided and unaided), recall of SKYY on IFC, intent to purchase and perception. The first wave will be conducted two weeks before the start of the on-air campaign; the second wave will take place during the last two weeks of the campaign.

About SKYY Spirits
Skyy Spirits, LLC is one of the world's fastest growing spirits companies. Launched in 1992 with the introduction of its flagship brand, SKYY Vodka, Skyy Spirits continues to grow its portfolio of luxury and premium spirits with a relentless commitment to quality, innovation and style. Skyy Spirits is a subsidiary of Milan-based Gruppo Campari, with exclusive US distribution rights for leading brands including: SKYY90, SKYY Vodka, SKYY Flavors, Campari, Cinzano Vermouths, Ouzo 12, Aperol, Old Smuggler Scotch Whisky, Cutty Sark Scotch Whisky, The Glenrothes Single Malt Scotch Whisky, 1800 and Gran Centenario tequilas, Matusalem Rums, Martin Miller's Gin, Carolans Irish Cream, Tullamore Dew Irish Whiskey, Irish Mist Liqueur, Midori Melon Liqueur, ZEN Green Tea Liqueur and Yamazaki Single Malt Whisky. Skyy Spirits is headquartered in San Francisco, California

About IFC Television
The Independent Film Channel (IFC) is the first and most widely distributed network dedicated to independent film 24 hours a day, uncut and commercial free.

The Independent Film Channel is a part of IFC Companies, which has established itself as the future of independent film. With the television network, as well as a film distribution and production unit and a VOD service, IFC Companies has created over the course of the past decade a revolutionary end-to-end business model and brand that focuses on developing and nurturing talent and maximizing the value of independent film. IFC Companies uses its unique cross-platform position to broaden the audience of independent film and to provide independent filmmakers with a strong voice. IFC Companies is a division of Rainbow Media Holdings, LLC.

About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multi-platform programming for global distribution, creating and managing some of the world's most compelling and dynamic entertainment brands, including AMC, IFC, WE tv, Rainbow Sports Networks managed FSN Bay Area and FSN New England, LIFESKOOL, SPORTSKOOL, and VOOM HD Networks. The company also manages Rainbow Advertising Sales Corporation, its advertising sales division, and Rainbow Network Communications, its full service network programming origination and distribution company.

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  • Heather Ross