Wild Blue Yonder Network Revs Up New Original Automotive Show

Airs in March 2006 Only on Frontier Airlines’ Free In-Flight TV Channel

DENVER, Jan. 5 /PRNewswire/ — Wild Blue Yonder Network, which expands the in-flight entertainment offerings on Frontier Airlines with free 10-Minute TV(R), announced today that it will add an automotive enthusiasts’ show called “DriveWays” to its original short-format digital TV lineup starting in March, 2006.

The pilot show will feature the newest cars from the 2006 Los Angeles Auto Show, a behind-the-wheel test drive of a new Mercedes S-class sedan, and a focus on hybrid technology, all interspersed with “Tonight Show”-style man-on-the-street interviews. The entire show runs approximately 10 minutes, as with all Wild Blue Yonder (WBY) TV shorts, such as the “Cloud9 International Film Festival” and “Great Escapes.”

Wild Blue Yonder (WBY) Network accompanies Frontier Airlines’ DIRECTV(R) programming and first-run movie options and is the only free in-flight entertainment option in the United States that integrates an airline’s custom TV channel, in-flight magazine and Web site into a 360-degree marketing approach. The channel breaks seat-back tradition with original, short-format programming, offering opportunities for advertisers to present branded entertainment and their own original short features to a captive, affluent audience. Brands such as Subaru, Mexico Tourism, Alaska Railroad Tours, Winter Park Ski Resort, Qwest and Bentley among others have all produced or sponsored original short-format content on the WBY Network.

“We call it 10-Minute TV(R) because all programming takes advantage of passengers’ desire to be entertained during a 2-3 hour flight without being forced to watch re-runs of ‘Three’s Company’ or boring 30-minute video news releases,” said executive producer Jeff Swaim.

“DriveWays” joins “Great Escapes” (spotlighting vacation locales), “Cloud9 International Film Festival” (short films for which passengers vote online for their favorite), “Local Color” (featuring destination city content), “Spice of Life,” “Wild Things,” and “AirWay” (focusing on independent musical artists) as original sponsored programming only available on WBY.

“Opportunities are available for title sponsor and presenting sponsors for this targeted medium,” said WBY CEO David Henry. “It’s a perfect fit for advertisers who want to explore ownership of branded entertainment.”

Frontier Airlines, named a “Top 10 Domestic Airline” by Travel & Leisure magazine for the past two years, is the second-largest air carrier out of Denver and flies to 54 U.S. and Mexico destinations.

The Wild Blue Yonder Network is produced for Frontier Airlines by Mphasis Integrated, an award-winning Denver-based communications agency. For more information, contact Lisa Long, Mphasis Integrated/ClarusPR, 303-296-0343 or llong@claruspr.com.

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