Heavy.com Secures Additional Financing

NEW YORK, January 10: The
online brand Heavy.com, whose male-skewing content is being rolled out globally
by Fireworks International, has closed a $20 million financing round from
Polaris Venture Partners.

This is the second round of funding from Polaris, which
provided $10 million to Heavy.com in early 2006. The funding will be used to
bolster the brand’s international presence and to launch new initiatives that
capitalize on Heavy's creative capabilities, advertising relationships and
technical infrastructure. Heavy.com is the leading online brand in the U.S. for
men aged 18 to 34.

"2006 was a wonderful year for Heavy,” said David
Carson, the co-CEO of Heavy. “Visitors to the site more than doubled and we
grew our ad sales and management team, resulting in a 350-percent revenue
increase. Our goal was to prove our advertising revenue model before expanding
into new territories and markets, we're now well positioned to expand with
confidence and surpass those numbers in 2007. This investment enables us to do
so quickly."

"Heavy has clearly established itself as one of the
few online video sites able to both attract a very large audience while also
building a substantial advertising business," added Mike Hirshland, a
partner of Polaris Venture Partners. "Heavy is building a true 21st
century media company which combines internally developed content with great
consumer generated content and with a sustainable revenue model. As advertisers
expand their online video budgets in 2007, they are looking to work with the
few online brands that can effectively deliver audience in scale. Heavy is
ideally positioned to secure a place as an important player in the emerging
media landscape. We are excited to partner with the Heavy team to help build
this business."