``Full Metal Packet'' Branding at UPN; Subversive Industry Veterans Cahill and Atkinson to Reinvent UPN's On-Air Format System.

Entertainment Editors

LOS ANGELES--(ENTERTAINMENT WIRE)--May 9, 2000

The creative tandem who helped redefine the on-air look at FOX and NBC, Jim Cahill and Jim Atkinson, are joining forces with UPN's marketing department to remake the network's on-air format system's image, look and style.

The announcement was made today by Geoff Calnan, executive vice president, Marketing.

Cahill and Atkinson are working under Calnan's direction with their Santa Monica, Calif., studio acting as the creative agency for UPN's on-air promotional elements, including network IDs, tags, bumpers, interstitial segments, end-credit transitions, promo graphics and special sound design. Internally, the network is referring to the initiative as the "Full Metal Packet" branding package.

The Two Jims' (as they're known in the industry) production company, Heat Seeking Multimedia Corp., has been delivering special promos to UPN since last November, including special sweeps-related productions of "High Voltage Halloween," "WWF Holiday Smackdown!" and "UPN's No Ordinary February."

The Two Jims were co-creative directors of Fox's Area 21 on-air branding unit where they first worked with Calnan, and prior to that, worked with NBC executive Jeff Rowe to create and implement the seamless programming and branding initiative dubbed NBC 2000. The seamless primetime system is now considered industry standard for every broadcast television network as well as many cable networks.

"Jim and Jim are the best at what they do: creating new boundaries for what a network can do with every second of their on-air platform," said Calnan.

"We are lucky to have them join us as we reinvent the way viewers see and perceive UPN. It's also unusual for a network to roll out a new on-air look anytime other than fall, but we chose the May Sweep so we could capitalize on our ratings growth this season and the summer launch pad of 52 weeks of original 'Smackdowns!'"

"UPN's growth is one of the biggest success stories of the TV season," said Cahill. "Now is the ideal time for the network to capitalize on significant ratings momentum. Adam (UPN Chief Operating Officer Adam Ware) and Geoff know exactly what they want this network to look and sound like. They want 'state of the art' on-air promotion tools that convey a smart, wired, modern UPN."

"When everyone's on the same page," echoed Atkinson, "you can revitalize your on-air look with a real jolt, and this package of over 400 elements is only the beginning of a bold long-term plan. It is also no accident that the network is choosing to 'ambush' premiere the look for May sweeps. Confidence is contagious."

Cahill and Atkinson supervised the installation of Area 21 (a Macintosh-based post production finishing system) for FOX Broadcasting Company at Fox Digital Center from 1997-1999. Together they produced and art directed numerous award-winning broadcast promotions for various News Corp. companies including FBC, FX, Fox Sports and Fox Television Stations.

From 1993-1997, Atkinson and Cahill were supervising producers of one of the most daring and successful initiatives in modern broadcasting history, NBC 2000. The innovative seamless programming and branding initiative is credited as a key component in that network's success during the 1990s.

The Two Jims originally partnered in 1991 when they formed Heat Seeking Multimedia Inc., an award-winning company that created breakthrough marketing campaigns and branding graphics for MTV, CBS, Chevrolet Motor Division, Harley Davidson, The Rolling Stones, Kiss, Peter Gabriel and Apple Computer Inc.