TV Guide Creates Multi-Faceted Marketing Program for Pepperidge Farm Milano Cookies Brand

Business Wire, May 12, 2004

Entertainment Editors/Business Editors

NEW YORK--(BUSINESS WIRE)--May 12, 2004

Program Features Unique Integration between TV Guide(R), Milano(R) Cookies and Final Episode of Paramount Network Television's Critically

Acclaimed FRASIER

TV Guide(R) magazine, one of the most recognizable brands in the U.S. and the largest selling weekly magazine in the world announced the details of a multi-faceted marketing program on behalf of Pepperidge Farm(R) Milano(R) cookies and Paramount Network Television. The unique marketing program celebrating the final season of FRASIER, features a series of print advertorials in TV Guide magazine, an innovative custom site on tvguide.com and the integration of Milano cookies into the final episode of the show. FRASIER is one of the most critically acclaimed, award-winning comedies in the history of television. The program will end its run on NBC with a one-hour finale on Thursday, May 13.

"The pairing of Milano cookies with FRASIER is a perfect alliance between two premier brands," said Scott Crystal, senior vice president and publisher of TV Guide. "TV Guide's relationships with networks and studios, our passion for television and our ability to understand our clients' needs demonstrates our unmatched skill at creating innovative partnerships that deliver impact and results."

"We were intrigued by the opportunity for Milano cookies to partner with Paramount and TV Guide to celebrate the series finale of Frasier," said Maureen Linder, vice president, Adult Snacks Marketing at Pepperidge Farm, Incorporated. "To be part of the final show and have seamless promotion integration into TV Guide both on and off-line is a testament to teamwork from many partners and a model for future promotions."

"We are thrilled to be working with Milano cookies to celebrate and say farewell to the enduring character of Dr. Frasier Crane. TV Guide was truly focused on making this an extremely beneficial partnership for everyone, bringing us a product that made sense for FRASIER, was organic to the episode, and generated the level of exposure we sought," said John Wentworth, executive vice president, Marketing and Publicity, Paramount Television.

The marketing program began on April 1 with the launch of a six-week promotion at tvguide.com/frasier and continues with a 4-page bookmark insert in the April 25 issue of TV Guide magazine. The next two issues (May 2 and 9) feature attention-grabbing sections and details on a consumer sweepstakes, where fans will need to tune in to the finale of FRASIER to answer a question tied to the integration of Milano cookies in the show.

TV Guide magazine put the campaign together in concert with MediaEdge:cia and Paramount Network Television.

About TV Guide(R) magazine

A division of Gemstar-TV Guide International, Inc. (Nasdaq:GMST), TV Guide(R) magazine is the largest-selling weekly publication in the country providing consumers with complete home entertainment information and guidance. Since it debuted on April 3, 1953, TV Guide has offered its readers the most authoritative window into not only what's on television but also what's happening behind-the-scenes. As America's foremost authority on television, and the most trusted source for TV listings and information, TV Guide helps its readers get the most out of their television viewing. Today, there are over 200 regional editions of the magazine.

About Gemstar-TV Guide International, Inc.

Gemstar-TV Guide International, Inc. is a leading media and technology company that develops, licenses, markets and distributes technologies, products and services targeted at the television guidance and home entertainment needs of consumers worldwide. The Company's businesses include: television media and publishing properties; interactive program guide services and products; and technology and intellectual property licensing. Additional information about the Company can be found at www.gemstartvguide.com.

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