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MTV Launches MHD with 7ate9 Entertainment

Deliver four eye-popping broadcast spots for MHD (January 13, 2006)

7ate9, a leader in innovative marketing and television production, will deliver four eye-popping broadcast spots for MHD, the high definition music television network launching January 16th from MTV Networks Music Group, a division of Viacom .

7ate9 Entertainment was given a four-week window to create and produce four spots, all of which were MHD channel promotion themed - all varying in unique story. 7ate9 conceived, directed and produced a series of four comic spots which compared really bad musicians [rappers at a bus stop, guy in the shower, a one Woman Band, and a Karaoke virgin) to the very best HD concert footage [Kanye West, Dave Matthews Band, System of a Down, Bon Jovi]. The idea being "if this is music" - insert bad singer- "This is music in HD" - insert amazing concert footage.

7ate9 and Director of Photography, Keith Duggan - an expert HD shooter [most recent projects include Rebel Billionaire, Kevin Hill, and Bachelor Man], shot the spots with the: Sony F-900 HDCAM & the Sony HDV Camera at a 29.97 frame rate. In development of the spots, 7ate9 Director, Artur Spigel expressed, "The ultimate challenge was the time permitted to develop a concept, write scripts, cast the talent, produce the shoot and post the entire campaign in a four week period". Due to the time constraints and the experience of the 7ate9 production team, they managed to shoot four :30 spots over of the course of one long day. The shoot included four different locations, and the use of 15 principal talent. Locations utilized within the production are throughout the Los Angeles area [Downtown Los Angeles, Dimples Karaoke Bar in Burbank, CA, and Residence Encino, CA].

7ate9 will provide continued involvement and support for MHD by producing promos, interstitials, and radio spots. "Our focus was to create comic spots that would breakthrough the TV clutter and launch a cutting edge network in speaking about the conceptualization and creation of the MHD material" says Spigel.

About MHD
MHD is a 24-hour HDTV music television network embracing the musical sensibilities of MTV, VH1 and CMT and featuring multiple genres -- rock, country, pop, hip-hop, reggaeton, soul and more. The channel features original music based programming as well as HDTV acquisitions and original content from the MTV, VH1, and CMT family of services including popular series such as MTV Unplugged, MTV2 $2 Bill concerts, VH1 Storytellers and CMT Crossroads, as well as network specials including the MTV Video Music Awards and the CMT Music Awards

Vail Mountain is the 2006 official studio headquarters of MHD with a state-of-the-art glass-walled studio located 10,350 feet above sea level on top of Vail Mountain's Eagle's Nest. The studio will provide a home base for MHD VJ George Oliphant, who will host new and original shows such as "MHD UnCompressed" live in-studio events and artist interviews. Later in 2006, US Team freestyle skier Jeremy Bloom will join George as an on-air VJ when he returns from the 2006 Winter Olympics. MHD will be in production at the studio throughout the peak ski season, starting December 15 and continuing through April 15, 2006.

About MTV Networks
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 100 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these brands are trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 90 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

About 7ate9 Entertainment
7ate9 Entertainment is a creative production agency that specializes in innovative marketing campaigns for television networks and studios. Based in Hollywood, CA, 7ate9 Entertainment is an established leader within of promotion and marketing, with extensive experience in HD Production, Animation, Advertainment, branding/design, and concept/campaign development. 7ate9 provides creative services from conception through final delivery and writes, designs, shoots, produces and posts live-action and animation projects.

Over the past 10 years 7ate9 has forged a unique creative path, making it the preferred creative resource for many Time Warner, Disney and Viacom networks and studios. 7ate9 has successfully produced and directed projects for Disney Channel, Cartoon Network, TNT, CNN, AMC, VH1 and MTV. The team has successfully created and delivered hundreds of challenging and award winning productions on time and on budget. Some recent 7ate9 Entertainment clients include: AMC, Cartoon Network, CNN, VH1, MTV, TNT, Buena Vista Home Entertainment, Warner Bros., Disney Channel, Toon, Disney, Satchii and Satchii and Y&R,

Artur Spigel, the founder of 7ate9 Entertainment, started as a staff writer/producer at Turner Networks, including Cartoon Network, TNT and CNN. Artur helped to create over a hundred of Turner's most memorable campaigns most notably the global re-branding of CNN International, shot on location around the world and now seen by one billion people in over 212 countries daily. Artur is the creator and director of Disney Channel's "Mike's Super Short Show," now in its fifth year of production. While marketing productions are the focus of the company, Artur is also engaged in the development and production of original television series and content for emerging platforms.

For more information, phone 310.857.6970 or visit the website at

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Related Keywords:7ate9, spots, MHD, high definition music television network , MTV Networks Music Group, Viacom


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