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[10/10/07 - 04:15 PM]
NBC Universal and Mastercard Team Up for 'Uncovering Evidence of Life' Marketing Initiative
The pod busters began with the show's second episode on October 3 and will air for a total of six consecutive episodes, ending November 7.

[via press release from NBC]

NBC UNIVERSAL AND MASTERCARD TEAM UP FOR 'UNCOVERING EVIDENCE OF LIFE' MARKETING INITIATIVE

-Custom Pod Busters Offer Insight into "Life" Conspiracy Wall-

NEW YORK � October 10, 2007 � NBC Universal and MasterCard have joined forces to create a unique marketing event that provides viewers of the hit NBC drama "Life" with inside information on the conspiracy surrounding lead character Charlie Crews. Through a unique series of pod busters�a marketing initiative designed to increase viewer engagement during commercial breaks�"Life" viewers can watch custom-created video that offers additional evidence unseen in the show. The MasterCard "Uncovering Evidence of Life" pod busters began with the show's second episode on October 3 and will air for a total of six consecutive episodes, ending November 7. "Life" airs Wednesdays at 10 p.m. ET/PT, 9 p.m. CT on NBC.

"This is a great example of how we can partner with our clients to extend their marketing messages in unique ways that engage viewers throughout a commercial break," said Jim Hoffman, SVP, Network Entertainment Sales, NBC Universal. "We're very pleased to work with MasterCard to create custom content that complements their brand and utilizes our combined assets."

"As a brand, we're always seeking to challenge consumer viewership habits. Through the use of innovative tactics like pod busters, we see a viable opportunity to gain key learnings on the best way to retain viewers through commercial breaks," said Michael Lao, VP of Media for MasterCard Worldwide. "We're proud to work with NBC and to be among a select group of advertisers who are ahead of the curve and at the forefront using strategically-placed and exclusive content as a way to engage consumers."

"We are thankful that MasterCard will be teaming up with us for 'Life,'" said executive producer Rand Ravich. "These unique pod busters will focus on the conspiracy aspects of our stories and further engage those viewers who are eager to become detectives and piece together who set up Charlie Crews."

NBC will air the pod busters during the 10 p.m. hour and offer new clues into Crews' past and the conspiracy surrounding his crime. It will conclude with a call-to-action directing viewers to NBC.com to further investigate and uncover the back-story on Detective Crews. The MasterCard pod busters are promoted on air, as well as in print and online advertising. In addition, MasterCard is the sponsor of the "Life" section on NBC.com.

About MasterCard Worldwide:

MasterCard Worldwide advances global commerce by providing a critical economic link among financial institutions, businesses, cardholders and merchants worldwide. As a franchisor, processor and advisor, MasterCard develops and markets payment solutions, processes over 16 billion transactions each year, and provides industry-leading analysis and consulting services to financial institution customers and merchants. Through its family of brands, including MasterCard�, Maestro� and Cirrus�, MasterCard serves consumers and businesses in more than 210 countries and territories. For more information go to http://www.mastercard.com.

About NBC Universal:

NBC Universal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80% owned by General Electric and 20% owned by Vivendi.

About "Life":

From Rand Ravich ("The Astronaut's Wife"), Far Shariat ("Confessions of a Dangerous Mind"), and David Semel, who directed the pilot of NBC's "Heroes," "Life" is a new drama about a detective who is given a second chance. Damian Lewis ("Band of Brothers") stars as complex, offbeat Detective Charlie Crews, who, thanks to close friend and attorney Constance Griffiths (Brooke Langton), returns to the force after serving time in prison for a crime he didn't commit. The cast also includes Sarah Shahi ("Rush Hour 3") as Charlie's skeptical, demanding partner, Robin Weigert (HBO's "Deadwood") as their hard-hitting lieutenant, and Adam Arkin ("Chicago Hope") as Crews' former cellmate Ted Earley.

"Life" is a Universal Media Studios production. Rand Ravich is executive producer and writer; Far Shariat and Dan Sackheim are executive producers on the series; David Semel directed the pilot.





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· LIFE (NBC)





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