Wendy Stevens Nashville, Firebrand -- A New Entertainment and Marketing Destination Dedicated to the best in Commercial Culture to Launch on TV, Web and Mobile

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Wendy Stevens Nashville Tennesee,  Firebrand -- A New Entertainment and
Marketing Destination Dedicated to the best in Commercial Culture to Launch
on TV, Web and Mobile


Wendy Stevens Franklin Tennesee

New York (PRWEB) September 26, 2007 -- Firebrand, the new, opt-in
entertainment and marketing destination that gives consumers interactive
access to their favorite brands, products and promotions, today announced
plans for its October 22nd launch.

 Firebrand programs the "coolest" TV commercials the way MTV used to program
music videos, creating the first multi-platform network to go "live"
simultaneously on TV, the web and mobile.

 Firebrand's "Commercials as Content" programming launches on the ION
Television Network, weeknights at 11 pm in 94 million  through iTunes, and
MSN when .

 Investors Microsoft, NBC Universal and GE's Peacock Equity Fund, ION
Television, as well as Adweek, Brandweek and Mediaweek, among others, joined
Firebrand at its announcement during Advertising Week at the Paley Center
for Media.

 "Firebrand enters the media landscape as the era of the commercial
interruption is coming to an end," says John A. Lack, CEO/Co-Founder. "We
curate the best TV commercials and promotions from around the world -
connecting consumers directly with their favorite brands in an integrated
environment."

 Firebrand has also built personalization tools so consumers can create
their own playlists and share their favorites spots.

 "With Firebrand, our multi-tasking audience can find us on every platform,"
says Lack. "It's a unique environment where they can 'Watch, Win, Shop and
Share'."

 Firebrand's primary demographic is the highly desirable "Gen
Y/Millennials," who voraciously consume pop culture, and are already sharing
commercial content with their friends. This group boasts purchasing power of
more than $200 billion a year and already account for 40% of Internet
shopping. But, Gen-Xers and Boomers will also find something they like on
Firebrand, with playlists that include their favorite brands, vintage
commercials, special promotions and the best international spots.

 "Firebrand takes the traditional method of programming television
commercials and turns it on its head," says Román Viñoly, Chief Creative
Officer/Co-Founder. "We program TV spots like a DJ spins music in a club.
There is a rhythm and flow to it."

 Firebrand also features 'Commercial Jockeys' or CJs to contextualize
commercials as art and guide viewers through the spots, contests and
promotions.

 "On Firebrand, you'll see more car chases, explosions, gags, drama, heroes,
Oscar-winning actors, directors and producers in an hour than in a month of
HBO," says Viñoly. "To be true to our consumers, you can't pay us to air a
bad spot. "

 Firebrand will also provide advertisers with the Firebrand Dashboard ?, an
innovative diagnostic tool that integrates industry standard television and
online response data. For the first time, advertisers can see TV viewing and
online clicks side by side, for specific spots and offers, delivering
advertisers a meaningful ROI analysis.

 Firebrand can be found at   and  weeknights on ION television network from
11 PM -12 AM ET, and on mobile devices. For additional information, check
out

 PR Contact:

Dawn Rowan

646-747-3600


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