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6/16/2010
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FUEL TV and Mountain Dew Announce "Mountain Dew's Green Label Experience" TV Show
Series provides unique look into action sports culture surrounding Dew Tour
Premieres on FUEL TV Monday, July 5, 2010 at 8:30pm ET/PT

FUEL TV, the only television network dedicated to the lifestyle of action sports; PepsiCo’s Mountain Dew brand; and the Dew Tour, are pleased to premiere “Mountain Dew’s Green Label Experience,” a new television series that gives fans a look beyond the competition and into the lifestyle that makes the Dew Tour the best contest series on the planet. “Mountain Dew’s Green Label Experience” also incorporates an on-site experience at each summer Dew Tour stop, plus short-form content distributed through multiple distribution platforms including linear television, websites, and other digital outlets.

“Mountain Dew’s Green Label Experience” will be set up at each Dew Tour stop this summer, featuring an exciting studio environment where the world’s top skateboarders and BMX pros will be interviewed by host/skateboarder/artist Chris Pastras in front of a live audience. Additionally, “Mountain Dew’s Green Label Experience” will offer live custom art, interactive displays, athlete autographs and all the free Mountain Dew fans can handle – making the Green Label Experience the place to be at the Dew Tour.

After each Dew Tour stop, the fast-paced TV show “Mountain Dew’s Green Label Experience” will highlight the best in music and art from that city, exclusively on FUEL TV. Host Pastras will visit the shops, eat the food and meet the people who breathe life into the local scenes, with lively segments exposing local hotspots, bands and artists.

New to the show this year is the introduction of Mountain Dew’s Green Label Art: Shop Series contest. Pro skater Paul Rodriguez and artist Don Pendleton collaborated on a signature can of Mountain Dew and inspired 35 skate shops across the country to create their own. At the end of the contest one can will hit stores nationwide. Green Label Art: Shop Series will encourage consumers to vote for their favorite can design both online and on-site at Dew Tour. The contest will run through the final Dew Tour stop in Vegas.

“Mountain Dew’ Green Label Experience” will premiere on FUEL TV Monday, July 5, 2010 at 8:30pm ET/PT, with new episodes following each of the other four Summer Dew Tour stops.

“Mountain Dew’s Green Label Experience” segments will also air through various media outlets, including on FUEL TV and NBC, as well as, being posted on the FUEL TV, Mountain Dew, and Dew Tour websites. The show will also be posted on Hulu.com, facebook.com, and myspace.com. In addition, FUEL TV will make “Mountain Dew’s Green Label Experience” podcasts available via iTunes. Segments will also air on FUEL TV’s daily interview and variety show “The Daily Habit.”

“Mountain Dew is excited to expand the success of its Green Label Art and Sound programs with an innovative new television show,” says Erica Pergament, Senior Marketing Manager, Pepsi Sports Group. “After five years of building the Dew Tour, partnering with FUEL TV, and cultivating so many new artists and musicians, Mountain Dew hopes to expose fans to the people who are pushing the boundaries of self expressionism and growing not just the action sports culture, but the youth lifestyle culture overall.”

“FUEL TV is excited to build on our partnership with Mountain Dew and Alli Sports, with this new show,” says CJ Olivares, FUEL TV’s General Manager. “‘Mountain Dew’s Green Label Experience’ will offer a dynamic and revealing look at some of the coolest happenings around the Dew Tour this summer. Viewers will get an intimate look at some of the inspiring new artists and musicians out there today, as well as, get candid interviews with action sports pros.”

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

FUEL TV’s news program, “The Weekly Update,” will continue to provide Summer Dew Tour recaps after each stop. “The Daily Habit” will also feature numerous Dew Tour competitors promoting each stop of the tour.



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