WE tv

WE tv's Original Series Designer to the Stars: Kari Whitman Creates Branding Opportunity for Masterfoods

Network's Programming Attracts Advertisers Looking to Reach Women

New York, NY – March 1, 2007 – WE tv, the only cable network dedicated to helping women connect to one another and the world around them, announced today that Masterfoods USA has signed a sponsorship deal of the network's new original series, Designer to the Stars: Kari Whitman. The eight-part, half-hour series follows the life of interior decorator Kari Whitman as she not only redesigns celebrity homes but also leads her non-profit organization, Ace of Hearts, a foundation that rescues dogs. The series premieres on Saturday, March 3rd at 10PM EST and Masterfoods USA will be promoting its premium pet food brand, Cesar® Canine Cuisine, on-air through tagged tune-ins and branded billboards as well as online through logo presence, banner ad, link and inclusion into the WE newsletter distributed to its registered users on a monthly basis.

"WE tv's increased slate of original programming offers our audience original and compelling programming enabling us to attract key advertisers like Masterfoods USA," said Arlene Manos, President, Rainbow national network advertising sales. "With Kari Whitman's involvement in Ace of Hearts, Masterfoods is appealing to an audience of animal lovers who are the key decision makers in purchasing products for the home."

"Cesar represents high-style living for small dogs and their owners, so our partnership with WE tv is an ideal match," said Rob Leibowitz, vice president of marketing, Mars Petcare U.S., maker of the Cesar brand. "We know special moments between pets and people happen in the comforts of home. We imagine our style-conscious animal lovers will enjoy the show in the company of their beloved canine."

Designer to the Stars takes a unique look at Kari Whitman's life in front and behind the camera. Viewers will witness Kari closely with celebrities including Jessica Alba, Mario Lopez and Virginia Madsen as she redesigns their home to reflect their taste. Kari also squeezes in her dating life and her Foundation, Ace of Hearts where she rescues dogs placing them in loving homes. To date she has rescued over 1500 dogs.

Past examples of the network attracting advertisers looking to reach a predominantly female audience included Maybelline New York's support of WE tv's original series Dirty Dancing, L'oreal Paris's support of Style Me with Rachel Hunter and Payless Shoe Source's support with She House Cinema.

WE tv is the fastest growing Women's Network as it is the only women's network to show double digit increases in HH RTG, W18-49 and W25-54 deliveries. It is the #1 Women's Network for Demo Delivery Growth with W18-49 (up 23%) and W25-54 (up 27%) among all female targeted networks and a Top 10 Network for Delivery Growth among W18-49 and W25-54 in ad-supported networks.

Source: Nielsen Media Research, Prime M-Su 8p-11p Average Monthly % Change 04/05 Season (9/27/04-9/25/05) vs 05/06 Season (9/26/05-9/24/06); Original Program Minutes as a % of Total Day M-Su 6a-6a Minutes 12/26/05-9/24/06

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 division of Rainbow Entertainment Services and is currently seen in over 61 million homes.

About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media creates and manages some of the country's most compelling and dynamic entertainment brands including popular national and regional television channels AMC, fuse, The Independent Film Channel (IFC), WE tv, and three FSN affiliated regional sports networks managed by Rainbow Sports Networks. The company also manages Mag Rack and sportskool, two original on-demand networks; VOOM HD Networks, the largest and most diverse suite of high definition channels available anywhere; IFC Entertainment, its film distribution, production and exhibition division; Rainbow Advertising Sales Corporation, its advertising sales division; and Rainbow Network Communications, its full service network programming origination and distribution company.

About Masterfoods USA

Masterfoods USA, the United States pet care, food, snack operations of Mars, Incorporated, is one of the world's leading food manufacturers. With more than $5 billion in annual sales, the combined food, snack and pet care segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, NJ, Masterfoods USA employs more than 8,000 associates in the United States, with 39 facilities nationwide. The company owns some of the world's favorite brands including PEDIGREE® Brand Food for Dogs, CESAR® Brand Canine Cuisine, WHISKAS® Brand Food for Cats, M&M'S® Brand, SNICKERS® Brand, and UNCLE BEN'S® Brand.

Press Contacts

  • Lisa Rogen