Backchannelmedia

Business Wire

Gemstar -TV Guide International, Inc. (NASDAQ: GMST), a leading media, entertainment and technology company, announced today the launch of an innovative national consumer advertising campaign tied to the official kickoff of television's new fall season. The multimillion-dollar campaign, which launches today and runs through November sweeps, positions TV Guide as the brand that helps viewers "get through the week" between episodes of their favorite television shows. It is unique in two important ways: the creative is show-specific, with each ad tied to one of 13 popular fall shows; and the media strategy is innovative in that the ads will air only during these specific shows, running in the last half of the episode, in order to let fans know at just the right time that TV Guide will get them through the week until the next episode airs.

The overall campaign idea is driven by TV Guide's insight that TV fans are not so much passionate about television as they are about their favorite television show(s). TV Guide knows that these fans will go to great lengths to stay connected to that show once the episode is over. This campaign speaks directly to them, assuring the millions of passionate viewers that TV Guide will help get them through until the next episode, with anytime, anywhere access to relevant, unique and entertaining content about their favorite show(s) via TV Guide Magazine, TVGuide.com and TV Guide Network.

"With the continued enhancement of all our products, including the new TV Guide Magazine, the redesigned TVGuide.com Web site and hours of new original programming on TV Guide Network, we felt this was the perfect time to launch a high-profile, integrated campaign," said Alan Cohen, chief marketing officer at Gemstar-TV Guide. "This effort is an important step in the continued revitalization of the TV Guide brand and in driving further awareness and usage of our products and services across the multiple platforms in which we operate."

He continued, "Because of the unique way in which we have designed this campaign and orchestrated its media placement, we will reach exactly the TV fans we wish to influence. We know that TV enthusiasts have a strong desire to fill the seven-day 'withdrawal period' between episodes of their favorite shows. They crave fresh and entertaining information, the backstories and the side stories related to their favorite shows and stars, and they want it on their terms. We offer unequaled access to breaking news, inside scoop and celebrity interviews -- all available across our multiple consumer touch points. And with a weekly reach of 73 million consumers across its various platforms, TV Guide is uniquely positioned to serve the needs of these loyal fans."

Tailored to each show's title and premise, each ad utilizes a "countdown" element to highlight the length of time between episodes, and that, for true fans of the show, a week is a very long time to wait until the next episode. The ads then go on to assure the viewer that by tuning in to one of TV Guide's platforms, they will be provided with a "fix" that will help them get through the week. The "fix" refers to TV Guide's fresh and exclusive information on the shows, stars, characters and story lines as well as multimedia content including exclusive video, along with blogs and user communities where fans can go to interact about these shows. Each of the ads is punctuated with a cross-platform animated mnemonic, reinforcing TV Guide's print, online and network offerings.

The campaign creatively plays to how consumers are using television today, and to two distinct advantages held by TV Guide: the long-standing relationships the company shares with the networks (all of which were involved in the process of developing brand-appropriate messaging for each program), and the unparalleled level of access that TV Guide's reporters and editors have to news and information about the television shows.

"Everyone talks about the show to come, but until now no one has acknowledged the time between the shows for its fans," said Peter Krivkovich, CEO of Cramer-Krasselt, the Chicago-based advertising agency that designed the campaign. "TV Guide is about keeping the fans connected with their favorite programs between episodes, and that's the insight we mined to develop this campaign."

The TV spots will appear weekly on the following shows (in alphabetical order): America's Next Top Model, Brothers & Sisters, CSI, Dancing With the Stars, Desperate Housewives, Friday Night Lights, Grey's Anatomy, Heroes, House, Prison Break, Survivor: China, The Office and Ugly Betty.

In addition to the TV spots, the campaign extends online, with banner and interactive units that support the viewer's emotional connection to a show and their anticipation of the next episode. The media plan is a mix of high-reach entertainment sites, as well as show-specific pages within the broadcast and cable network sites that will reach viewers who are looking for a deeper connection to their favorite shows.

TV Guide is also taking the message "to the streets" beginning September 28 with a free "Daily Fix" themed program, in which TV Guide will give consumers in select coffee shops in L.A., N.Y. and Chicago free cups of coffee to "get them through the day," while letting them know that the TV Guide brand will help "get them through the week." The program also provides all patrons with the current issue of TV Guide.

TVGuide.com

TVguide.com will provide an abundance of exclusive multimedia content that is continually updated throughout the week, with enhanced show pages featuring:

Extensive video clips

Breaking news and related feature stories on the shows and their stars

Extensive community features that allow fans to share their passion with other fans

Live blogging during the show, after and next morning

Show-specific countdown clock that lets fans know the exact time until the next episode airs

TV Guide Magazine

In addition to our extensive, ongoing coverage of the top shows, including breaking news and behind-the-scenes coverage, TV Guide Magazine will have a weekly section dedicated to the top shows that will feature engaging photos and content. The section will also direct fans to exclusive video and multimedia content about the shows on TVGuide.com and TV Guide Network.

TV Guide Network

TV Guide Network will provide extensive coverage of the 13 shows, including:

Special 30-minute and hour-long programs. The exciting content includes exclusive "Where Are They Now" specials, behind-the-scenes scoop on the shows, and exclusive interviews and set visits.

"Daily Fix" content will also be integrated into current segments on our weekly shows including our popular series inFANity.

About Gemstar-TV Guide

Gemstar-TV Guide International, Inc. (the "Company") (NASDAQ: GMST) is a leading global media, entertainment and technology company that develops, licenses, markets and distributes products and services that maximize the video guidance and entertainment experience for consumers. The Company's businesses include: television, publishing and new-media properties; interactive program guide services and products; and intellectual property licensing. Additional information about the Company can be found at www.gemstartvguide.com.

This news release may contain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995, as amended. Any such forward-looking statements are not guarantees of future performance or results and involve risks and uncertainties that may cause actual performance or results to differ materially from those in the forward-looking statements, including risks and uncertainties related to the timely availability and market acceptance of products and services incorporating the Company's technologies and content; our investments in new and existing businesses; the impact of competitive products and services; and the other risks detailed from time to time in the Company's SEC reports, including the most recent reports on Forms 10-K, 10-Q and 8-K, each as it may be amended from time to time. The Company assumes no obligation to update these forward-looking statements.

Note to Editors: Gemstar, TV Guide, TVGuide.com and TV Guide Network are trademarks or registered trademarks of Gemstar-TV Guide International, Inc. and/or its subsidiaries. The names of other companies, products and services used herein are for identification purposes only and may be trademarks of their respective owners.