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Tide to Go® Give 12 Mil. DISH Network Homes Instant Access to Coupons & Other Goodies

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Tide to Go®, The Media Group Give 12 Million DISH Network Homes Instant Access to Coupons, Kelly Ripa TV Spots and Outtakes via Interactive TV

TV Ad Campaign Lets Viewers Enter Contest Using Remote Control to Win Trip to U.S. Amusement Park

(One of First to Deliver iTV Commercials for Major Household Consumer Brand to DVR Users)

DENVER--(BUSINESS WIRE)--Procter & Gamble and The Media Group (TMG, formerly known as Turner Media Group) are giving nearly 12 million interactive TV subscribers of EchoStar Communications Corporation and its DISH Network satellite TV service a convenient way to experience Tide to Go® - a portable stain removing pen - through an interactive TV advertising campaign.

The iTV ad campaign featuring Tide to Go pens will run in October through mid-November 2006. The interactive ad, or i-Ad, features instant access to usage information for Tide to Go, coupons, sweepstakes, and the TV advertisements, including entertaining outtakes from the ads featuring Kelly Ripa, co-host of the morning talk show "Live with Regis and Kelly."

Developed by DISH Network and TMG, Tide to Go's comprehensive iTV campaign consists of 30-second TV spots starring Kelly Ripa scheduled to run across dozens of cable networks that link viewers via an on-screen pop-up message, or "trigger," to an i-Ad or web-like environment on their satellite TV. Viewers simply use their TV remote to do the following:

- Request a coupon to save 50 cents off Tide to Go products.

- Telescope to a TMG-owned channel housing two minutes of Kelly Ripa outtakes.

- DISH Network customers with DVRs will have unique instant access to view either of two 30-second spots starring Kelly Ripa.

- Enter instantly to win a trip to one of America's great amusement parks.

- Enter the Tide to Go i-Ad through banners on the DISH Home Shopping portal or by interacting with Tide to Go 30-second TV commercials.

"Tide to Go was designed from understanding our consumer's need for innovative stain removal solutions that go beyond the laundry room," said Sally Sarratt, Tide Brand Manager. "It's certainly fitting for Tide to take advantage of emerging technologies in order to highlight the features of this groundbreaking household product. As our consumer explores new technologies, we plan to be right along with her."

"We're delivering to advertisers compelling technologies like on-screen triggers, i-Ads, set-top box audience analysis and requests for information or RFI's," said Gary Turner, CEO and chairman of The Media Group. "Together, DISH Network and TMG are setting the pace for the industry by delivering iTV ads to three times more homes than any other U.S. television provider."

"Proctor & Gamble is the first major household consumer brand to reach beyond the traditional 30-second commercial and bring consumers information and coupons they can use while never leaving the television," added Chris Kager, president of TMG's The Ad Group.

"We've built powerful tools for advertisers who are increasingly looking for ways to connect with viewers beyond traditional 30-second commercials," Susan Arnold, vice president of Programming at EchoStar's DISH Network. "At the same time, we're giving our more than 12 million viewers an enjoyable and compelling interactive TV experience from the comfort of their couch."

About Tide®

For almost 60 years, Tide® laundry detergent has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. Please visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions, updated fabric care articles, and an interactive Stain Detective, which provides official Tide stain removal solutions. Visit www.tidetogo.com.

About Procter & Gamble [NYSE: PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About The Media Group

The Media Group (TMG), formerly known as Turner Media Group, provides interactive TV advertising, direct response programming and transactional TV networks. TMG owns and operates eight transactional networks: The Men's Channel, Healthy Living Channel, Beauty & Fashion Channel, Resort and Residence, iDrive, Men's Outdoors & Recreation, America's Preview Channel and iShop TV. Comprised of three divisions -- The Ad Group, The Networks Group, and The iTV Group -- TMG reaches an aggregate of more than 100 million homes nationwide through EchoStar's DISH Network satellite TV and major cable TV distributors such as Comcast, Time Warner, Bright House Networks and Cox in select markets. TMG represents more than 6 million ad avails annually. TMG has offices in N.Y., L.A., Chicago, San Francisco, Dallas and Denver. Visit www.themediagroup.com.

About DISH Network

EchoStar Communications Corporation (NASDAQ: DISH) serves more than

12.46 million satellite TV customers through its DISH Network™, the fastest growing U.S. provider of advanced digital television services in the last five years. DISH Network offers hundreds of video and audio channels, interactive TV, HDTV, sports and international programming, together with professional installation and 24-hour customer service. Visit EchoStar's DISH Network at www.dishnetwork.com or call 1-800-333-DISH (3474).

The Media Group
Marc Lumpkin, 303-378-2366
[email protected]
Tide to Go
Kathy Koehler, DeVries Public Relations
[email protected]
Kathie Gonzalez, Corporate Communications
[email protected]

( Source: http://home.businesswire.com/portal...d=news_view&newsId=20061016005870&newsLang=en )
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