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A&E NETWORK PRESENTS NEW COMPREHENSIVE BRAND POSITIONING

NEW A&E NETWORK TAGLINE: ' REAL LIFE. DRAMA' CAMPAIGN MICROSITE AETV.COM/REBRAND LAUNCHES

NETWORK RECRUITS CUTTING-EDGE CREATIVE AGENCIES DEVILFISH UK AND TROLLBÄCK + COMPANY TO CRAFT NEW DRAMATIC AND THOUGHT-PROVOKING VISUALIZATION OF THE BRAND

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New York, NY - July 18, 2008 - After enjoying four consecutive years of growth and securing its place among cable's top-tier networks, A&E has unveiled its new comprehensive multi-platform positioning of the network's brand, including a new logo, new look and feel, both on-air and online. The centerpiece of the new brand is the tagline "Real Life. Drama." All elements of the new brand positioning, including the eye-catching video spots and print ad campaign featuring the network's talent, will be highlighted on the dedicated microsite at http://www.aetv.com/rebrand 

"The tagline, the new logo and look emphasize A&E's unique brand which promises our viewers honest, emotionally intense television that engages them and isn't afraid to show life as it really is," said Guy Slattery, Senior Vice President of Marketing, A&E.

The campaign, conceptualized and brought to life by the combined forces of the A&E brand team and creative agencies Devilfish UK and Trollbäck + Company, features key characters from across the network each posing a challenge to the viewer that gets to the emotional heart of the real life drama in each of the shows.

"All the shows revolved around a moral dilemma which is a nice device to stimulate the audience," said Richard Holman, Creative Director, Devilfish UK.

The branding creative successfully emulates the raw, visceral, and unswerving nature of A&E's programming by infusing cutting-edge European design aesthetics. Famed UK photographer Mitch Jenkins used constant lighting and stitched together separate frames shot on film, instead of digital images, to construct panoramic views which tie the brand, the viewer and the show into a series of gripping show specific ads. In the on-air promotional spots, Swedish director Johan Tappert embeds an eerie, powerful and cinematic quality to the production to seamlessly connect all of A&E's programming to the new "Real Life. Drama." tagline.

Since the announcement of the new brand positioning, A&E has posted record-breaking audience numbers across all key demographics. June 2008 was the 23rd consecutive month that A&E has landed in the top 10 with adults 25-54 in prime among all ad-supported cable networks. The month also ranked as the best June in the network's history among adults 18-49 and 25-54 impressions. June's success helped contribute to the best quarterly deliveries in the network's history among adults 18-49 and 25-54 in the second quarter of 2008. A&E currently has the most original programming of any top five cable network and will increase original programming by 37% by the third quarter of 2008.

Additionally, AETV.com, which has enjoyed 310% growth in video traffic in the past year, has been overhauled to take on the same new look and feel as the linear network.

About A&E - A&E is "Real Life. Drama." Now reaching more than 96 million homes, A&E is television that you can't turn away from; where real life shows are dramatic and scripted dramas are authentic. A&E offers a diverse mix of high quality entertainment; ranging from the network's signature Real-Life Series franchise, including the hit series "Intervention," "Gene Simmons Family Jewels," "Paranormal State" and "Criss Angel Mindfreak," to the most successful justice shows on cable, including "The First 48" and "Crime 360" and original scripted series including "The Cleaner" starring Benjamin Bratt. A&E is also the official basic cable home to the high-profile series "The Sopranos," "CSI: Miami" and "Criminal Minds." The A&E website is located at http://www.aetv.com/ .

 

A&E is set to premiere the 4th season of the hit real-life series, Criss Angel Mindfreak on Wednesday, July 23rd at 10pm ET/PT. For the first time ever in Criss Angel Mindfreak history, A&E will broadcast a special LIVE one-hour episode on Wednesday, July 30 @ 10 PM ET / 7 PM PT a week after the series' fourth season premiere. During the live event from Florida, Criss will shackle himself inside a 6-story building loaded with explosives. His challenge is to escape his shackles and reach a hovering helicopter before the building explodes on live TV! The location of the event will be announced soon. We'll keep you posted on that.

A&E NETWORK TO BROADCAST FIRST-EVER LIVE EPISODE OF CRISS ANGEL MINDFREAK ON WEDNESDAY, JULY 30 AT 10 PM ET

"BUILDING IMPLOSION ESCAPE" WILL FEATURE LIVE ATTEMPT BY CRISS ANGEL TO ESCAPE FROM COLLAPSING 6-STORY BUILDING

SEASON FOUR PREMIERES WEDNESDAY, JULY 23 AT 10 PM ET/PT

LOS ANGELES, CA, July 9, 2008 - For the first time ever in CRISS ANGEL MINDFREAK history, A&E will broadcast a special LIVE one-hour episode on Wednesday, July 30 @ 10 PM ET / 7 PM PT a week after the series' fourth season premiere on Wednesday, July 23 at 10 PM ET/PT.

In the special one-hour live episode, "Building Implosion Escape," world-renowned mystifier Criss Angel will be shackled in a 6-story building in Florida that is loaded with explosives and set to detonate.

Angel must attempt to escape the restraints and overcome physical obstacles to make it to a hovering helicopter on the roof before the building implodes in front of the crowd, cameras and viewers at home.

Once again stretching the boundaries of reality and belief, the fourth season of CRISS ANGEL MINDFREAK will feature three one-hour specials and 15 all-new half hour episodes premiering every Wednesday at 10 PM ET/PT.

The season kicks off with "Walk on Lake," a one-hour series premiere on Wednesday, July 23 at 10 PM in which Criss attempts to walk on the world's largest manmade lake, Lake Mead in Nevada amidst spectators and boaters.

The upcoming season will feature incredible illusions, death defying escapes, fearless demonstrations and astonishing physical feats including being cremated alive, walking through steel and inviting skeptics to be part of a deadly challenge where one wrong move will cost him his life.

Criss Angel's unique blend of illusion and reality and his ability to push creative, physical and mental boundaries has earned him the reputation as one of the most innovative performers of his day. He has appeared on several television specials, been featured countless times on dozens of networks, produced four original CDs and is currently in pre-production for "Believe" his Cirque Du Soleil stage show that will premiere in Las Vegas later this year. He has received numerous awards for his work - including being the first-ever five-time recipient of the coveted Magician of the Year Award.

The episode will also broadcast live on A&E Latin America and FOX 8 in Australia.

Robert Sharenow and Elaine Frontain Bryant are the A&E executive producers for CRISS ANGEL MINDFREAK. The series is created, directed and produced by Criss Angel, and produced by Angel Productions Inc. and The Firm. Criss Angel, Dave Baram and Erich Recker serve as the executive producers. For more information on Criss Angel, please visit his website located at CrissAngel.com.

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Updated 7/22/08  

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