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Nickelodeon Gets in Driver Seat with Chevrolet

Nickelodeon has partnered with Chevrolet in a multi-million advertising and promotional multiplatform deal.

"We are thrilled to welcome General Motors to Nickelodeon as an advertiser," said Jim Perry, svp, Nickelodeon Ad Sales. "This partnership highlights the ubiquity of our brand, particularly for non- traditional advertisers, and will give Chevrolet and its new Uplander buyers the ability to connect with the Nickelodeon audience on a multiplatform level."

The partnership, which commenced in April 2005, is part of General Motors' efforts to target families in its Chevrolet Uplander advertising campaign. The 2005 Chevy Uplander sport van combines the styling of an SUV with the versatility of a van. Uplander is the first vehicle to offer factory installed PhatNoise, a 40 GB portable, digital entertainment system, which stores and plays audio, video and games.

We are excited about this partnership with Nickelodeon," Craig Scruggs, Chevrolet Uplander marketing manager, said. "This collaboration brings together Chevy America's brand with a strong entertainment brand that fits very well into what the new Uplander is all about. Our PhatNoise system is the first in the industry, and the partnership with Nick strengthens the entire package."

The advertising buy will be divided between several Nick platforms including Nickelodeon Television, specifically the Nick Jr. block, NICKELODEON and NICK JR. MAGAZINES, and The deal includes dedicated :30 spots on Nick Jr. generating awareness of PhatNoise technology. Nickelodeon will supply in-vehicle content for the Uplander and other General Motors' family vehicles equipped with portable digital entertainment systems that contain PhatNoise technology. Properties that will be provided include SPONGEBOB SQUAREPANTS, THE FAIRLY ODDPARENTS, BLUE'S CLUES, as well as several Noggin and Nicktoons properties.

Consumers can visit the Nick Jr. ( ) website to test the PhatNoise technology. While visiting the website, consumers also have an opportunity to win a vacation at the first-ever Nick Hotel, the Nickelodeon Family Suites by Holiday Inn (officially opening Memorial Day Weekend) and a brand new Chevrolet Uplander LT.

Chevrolet will also be lending support to the opening of the Nickelodeon Family Suites by Holiday Inn. An Uplander, along with a product specialist, will be on-site at the hotel for two months surrounding the Hotel's grand opening. Two Uplander vehicles will also serve as courtesy cars for the Hotel during the General Motors promotional window.

Nickelodeon is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the U.S. and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in 89 million households and has been the #1-rated basic cable network for more than nine consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.

Chevrolet is a division of General Motors. As the world's largest automaker, GM has been the global industry sales leader since 1931. Founded in 1908, GM today employs about 324,000 people around the world. It has manufacturing operations in 32 countries and its vehicles are sold in 200 countries. In 2004, GM sold nearly nine million cars and trucks globally, up 4% and the second-highest total in the company's history. GM's global headquarters are at the GM Renaissance Center in Detroit. More information can be found at

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Rick DeMott
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