FremantleMedia, Heavy.com Team for New Web Series

NEW YORK, April 28: FremantleMedia
and the online male-skewing brand Heavy.com have joined forces to create LoveRace, a new interactive online series targeted at men
aged 18 to 34 that will feature a mix of editorial and user-generated content
to reward participants with the ultimate dream date.

The audience can also play
along to win their own dream date and various other prizes. The LoveRace channel will be exclusively distributed and
promoted on Heavy.com’s entertainment portal in late 2008. LoveRace is a concept created by FMX, FremantleMedia’s
new-media division, which will produce it for Heavy.com, with FremantleMedia
Enterprises (FME) developing a comprehensive promotional and advertising
program. FME and Heavy.com are currently in discussions to secure three to five
potential brand partners who will support the program both online and offline.

Claire Tavernier, the
executive VP of FMX, said: “This is a great opportunity for FremantleMedia to
work with a major online distribution partner like Heavy.com. We are delighted
to be able to combine our production and commercial expertise with Heavy.com’s
audience and commercial reach, to start building new and exciting entertainment
experiences online.”

Shannon Pruitt, the VP of
integrated marketing, sponsorship and live events at FME in North America,
commented: “FremantleMedia has the unique ability and creativity to introduce a
new and completely immersive online entertainment experience giving innovative
brand partners an opportunity to sculpt their message to this desirable audience.”

Jimmy Jellinek,
Heavy.com’s VP of entertainment and programming, added, “FremantleMedia is the
king of this format and the king of reality TV. And with our audience of 17
million viewers it’s a perfect opportunity to make the next generation of must-see
programming.”

—By Irene Lew