General Mills Signs on to Sponsor the Series
New York, NY – May 21, 2007 – Building on the momentum of WE tv's programming geared towards home decoration for women, the network announced today She's Moving In, a new original home design series featuring couples who have decided to move in together and are grappling with whose sense of style and dé cor wins. The network has signed General Mills to sponsor the series and has created a customized campaign for its Yoplait yogurt to be integrated into the programming whereby the yogurt is consumed both the designer and a featured woman from the series. On-air they receive tagged tune-in spots and billboards and online they have presence through logo placement, banner ad and inclusion into the WE tv monthly newsletter sent to all of WE's registered users. The six half-hour episodes premiere this July.
"At WE tv we are constantly listening to our demographic to see what appeals to them and She's Moving In really capitalizes on the interest that female TV viewers have in home design programming," said Kim Martin, EVP and General Manager for WE tv. "This entertaining and functional series joins a growing line-up of already popular original shows, and continues to position WE tv as a premiere destination for relevant, fun and engaging programming designed for today's modern women."
"Because WE tv's newest series She's Moving In is an original series, it affords the network the opportunity to offer advertisers the chance to embed their branding messages within the programming," said Arlene Manos, President Rainbow national network advertising sales. "The continued commitment of General Mills to the network reinforces WE's value of providing sponsorship packages that make sense for advertisers looking to target their brand to a wide ranging audience of women."
As part of the promotion, WE tv has created the Style Our Space Contest, where WE viewers will be invited to enter their information and upload photos of a room in their house that needs decorating help. Other users can then vote on how much help each room really needs. One winner will be chosen and a She's Moving In designer will give their room a makeover. We will be giving away a $25,000 room makeover to a very deserving WE viewer. The contest will begin July 17 and end on August 26 at Midnight. The winner will be selected by a panel of designers from She's Moving In.
Each episode of She's Moving In is hosted by Peggy Bunker, host of the very first season of She House Cinema and a known face in the home show arena, who guides the audience through the good, the bad and the ugly moments that come from the merging of the couples' assets. The host introduces the couple as well as the interior designer, who will work to magically transform the space into a mutually satisfying home. Each partner in the couple in makes a brutally honest home video documenting the belongings that absolutely cannot make the move into their new space. The host then takes the guy on a fun activity to distract him while the designer gets to work on redesigning, painting, and accessorizing the new home, the while the girl assures that the changes are of her liking. Throughout the process, some of the items will stay while others go. Stress, conflict and confusion arise as the couple pushes to keep what is respectively theirs and in the end everyone will come to a happy medium. The guy then returns to a newly designed home for the big unveiling where his girlfriend shows him how cleverly the designer has merged their stuff into a home that is comfortable for both.
March 2007 has been the strongest in WE tv's history for HH, W18-34, W18-49, W25-49 & W25-54 deliveries for the Prime M-Su 8p-11p daypart. WE tv's original special "Women on Death Row 2" premiered this month and was a contributor for the strong Prime March performance. This premiere ranks as the strongest WE tv original special premiere for W18-49 (166K) and W25-54 (160K) deliveries.
Source: Nielsen Media Research, Live Data, March 2006 (2/26/07-4/1/07), Prime M-Su 8p-11p, premiere telecast of "Women on Death Row 2" Monday 2/26/07 9p-11p compared to all WE tv original special premiere telecasts to-date (12/31/01-4/1/07); subject to qualifications upon request.
About WE tv
WE tv is the only cable network dedicated to helping women connect to one another and the world around them. With quality original programming including the hit series "Bridezillas," unique movie packages like "Cinematherapy," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests in pop culture, relationships and personal style. WE tv is a subsidiary of Rainbow Entertainment Services and is currently seen in 62 million homes.
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, fuse, 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.