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[03/01/11 - 10:08 AM]
TV Land's "Hot in Cleveland" Partners With Woman's Day Brand Group as Valerie Bertinelli's Character "Melanie Moretti" Lands New Columnist Gig
Melanie's new gig will be integrated in several episodes of "Hot in Cleveland" this summer.

[via press release from TV Land]

TV LAND'S "HOT IN CLEVELAND" PARTNERS WITH WOMAN'S DAY BRAND GROUP AS VALERIE BERTINELLI'S CHARACTER "MELANIE MORETTI" LANDS NEW COLUMNIST GIG

New York, NY, March 1, 2011 - In an unprecedented media alliance with a magazine, TV Land has partnered with Woman's Day, the 4th largest magazine in the U.S., for the network's breakout comedy hit "Hot in Cleveland."

Premiering this summer, Woman's Day will take center stage as fiction turns into reality when Valerie Bertinelli's "Hot in Cleveland" character "Melanie Moretti," becomes a columnist for the magazine. Author of the book "200 Things To Do Before You Die," Melanie's new gig will be integrated in several episodes of "Hot in Cleveland" this summer when her editorial column is incorporated into the magazine for the July, August and September issues.

"We are very excited about being a part of the #1 sitcom on cable television," says Carlos Lamadrid, Senior VP/Chief Brand Officer, Woman's Day Brand Group. "This innovative and creative media partnership will enhance our visibility with advertisers and potentially new readers. At Woman's Day, we are always looking at fresh ideas to elevate our message that we are the place for all things related to women's lives."

"We are thrilled about this partnership," said Kim Rosenblum, executive vice president, marketing and creative, TV Land. "Melanie is a strong, likable and very relatable woman. It's very exciting that Woman's Day readers and 'Hot in Cleveland' fans will get to know this character better as she jumps out of the show and lands in the magazine. This partnership is right in line with the TV Land philosophy of embracing and developing our characters."

The partnership will be supported with promotion on multiple platforms including Woman's Day print, digital and social media as well as TV Land's on-air, digital and social platforms. For both outlets, that includes several wide-reaching entities such as newsletter blasts, blogs, Facebook fan pages and more.

This is "Hot in Cleveland's" second crossover promotion that features one of the show's characters breaking out of the show. Wendie Malick's character, the infamous soap actress "Victoria Chase," guest starred as Victoria Chase in ABC's "All My Children" on February 24, and "All My Children's" Susan Lucci, Michael E. Knight and Darnell Williams guest starred on "Hot in Cleveland" on February 16 and 23.

"Hot in Cleveland" revolves around three fabulous, LA women of a certain age and best friends (Valerie Bertinelli, Jane Leeves and Wendie Malick). Their lives are changed forever when their plane - headed for Paris - unexpectedly lands in Cleveland and they soon rediscover themselves in this new "promised land." Loving their new home, the women find themselves living under one roof and battling the sassy caretaker of the property they have rented, played by Betty White. "Hot in Cleveland" airs on Wednesdays at 10:00PM ET/PT on TV Land.

About Woman's Day

Formed in 2009, Woman's Day Brand Group combines Woman's Day magazine, www.WomansDay.com, and their respective publishing units as a single enterprise with limitless access to the creative resources and multimedia platforms that connect the Woman's Day brand to an avid, loyal audience of 24 million women. Woman's Day helps readers Live Well Every Day, from looking and feeling their best to cooking a great meal or creating a loving home. For 78 years, Woman's Day magazine has met the essential needs of its readers with both substance and style. Publishing 15 issues each year, Woman's Day magazine inspires women with information they can use to enhance the quality of their days and, ultimately, the quality of their lives.

About TV Land

TV Land is the programming destination featuring the best in entertainment on all platforms for consumers in their 40s and 50s. Consisting of original programming, classic and contemporary television series acquisitions, hit movies and a full-service Web site, TV Land is now seen in over 98 million U.S. homes.

About MTV Networks

MTV Networks, a division of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of entertainment content, with brands that engage and connect diverse audiences across television, online, mobile, games, virtual worlds and consumer products. The company's portfolio spans more than 150 television channels and 400 digital media properties worldwide, and includes MTV, VH1, CMT, Logo, Nickelodeon, Nick at Nite, Nick Jr., TeenNick, AddictingGames, Shockwave, Neopets, COMEDY CENTRAL, SPIKE, TV Land, Atom, and GameTrailers.





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