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FUEL TV Mountain Dew and AST Announce Landmark Multi-Platform Programming Venture

June 18, 2008

FUEL TV Mountain Dew and AST Announce Landmark Multi-Platform Programming Venture
“Dew Underground” creates unprecedented media experience highlighting culture surrounding AST Dew Tour.

Television show will premiere June 30 at 8:30p.m. ET/PT.

FUEL TV, the only television network dedicated to the lifestyle of action sports; PepsiCo’s Mountain Dew brand; and AST, the umbrella brand and organization of today’s most prestigious action sports events, are pleased to announce an unprecedented media venture with a new entertainment series titled “Dew Underground.” The initiative incorporates on-site experiences at each 2008 AST Dew Tour stop, and short-form content distributed through multiple distribution platforms including linear television, websites, and other digital outlets.

“Dew Underground” will first come to life in each AST Dew Tour city with the immersion of fans in a state-of-the-art event and studio show experience. This experience takes consumers beyond the competition, providing unique access to the culture of the cities associated with the tour, showcasing local artists and musicians, and featuring internationally renowned professional and local athletes. “Dew Underground” highlights the rich and diverse lifestyle of self-expression that surrounds action sports and will be hosted by pro skater, artist and co-owner of Stereo Skateboards, Chris Pastras.

The “Dew Underground” television show will combine in-studio segments recorded at the AST Dew Tour with segments produced in each tour city. “Dew Underground” segments will air as interstitial content during AST’s live broadcasts on NBC. The initial 30-minute “Dew Underground” television show will premiere on FUEL TV on June 30 at 8:30pm ET/PT, and will re-broadcast multiple times the following month.

“Dew Underground” content will be posted on the FUEL TV, Mountain Dew, and AST websites, as well as on and In addition, FUEL TV will make “Dew Underground” podcasts available via iTunes.

“We’re very excited about our new partnership with Mountain Dew and the AST Dew Tour to produce this new show and distribute this content across our multiple platforms,” says CJ Olivares, FUEL TV’s General Manager. “This show will highlight the new era of content distribution and how FUEL TV works directly with partners to create unique branded content that maximizes their exposure.”

“Dew continues to push the limits in its action-sports activation,” says John Stamatis, Senior Marketing Manager, Pepsi Sports Group. “The days of screaming at the audience are over. Dew sees two-way dialogue as critical to connecting with today’s hard-to-reach teen. The onsite experience will definitely be unique and localized, with some of the key content from the local market living on air and online. If your activation isn’t cool enough to film, then you shouldn’t be doing it at all!”

The “Dew Underground” initiative compliments FUEL TV’s extensive coverage and support of the AST Dew Tour. FUEL TV has been a broadcast partner with the AST Dew Tour since its inception, and FUEL TV commits more than 200 hours annually to coverage of the AST Dew Tour across various shows.

FUEL TV’s news show, “The Weekly Update with Boost Mobile,” develops dedicated AST Dew Tour recap shows after each stop, which broadcast on both FUEL TV and Fox Sports Net.

FUEL TV’s daily show, “The Daily Habit,” has featured numerous AST Dew Tour competitors, and the segments are timed to promote each stop of the tour. FUEL TV’s signature video diary, “FIRSTHAND,” has featured top AST Dew Tour athletes including Bucky Lasek, Ryan Sheckler, Nate Adams, Travis Pastrana, and Ryan Guettler.