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DIRECTV Redefines Casual Gaming with Launch of Game Lounge and Exclusive Mattel Agreement.

Themed Games Based on Nickelodeon Properties such as SpongeBob SquarePants, Avatar and TAK Now Available on Game Lounge Platform

DIRECTV Customers Can Also Access Most Popular Casual Games including Black Jack, Poker, Sudoku, Bejeweled 2

EL SEGUNDO, Calif. -- DIRECTV, Inc., the nation's leading satellite television service provider, along with leading key entertainment and educational brands such as Mattel, Nickelodeon, Leap Frog and PBS KIDS([R]) are stimulating the minds of TV viewers across the country with the launch of Game Lounge, a new gaming channel now available exclusively on DIRECTV.

In addition, DIRECTV has currently entered into a long-term, exclusive partnership with Mattel for the use of all of its brands, including Hot Wheels([R]), Barbie([R]) and UNO([R]), to develop a line of children's games available exclusively for the Game Lounge platform.

The Game Lounge platform consists of several different categories including puzzle, word, card, educational and arcade style games that are based upon key consumer and entertainment brands including games surrounding Nickelodeon properties like SpongeBob SquarePants, Avatar: The Last Airbender, and Tak and the Power of Juju, a soon to be launched Nickelodeon animated television series, which stems from the video game. Customers can play these games via their televisions using a DIRECTV remote control from the comfort of any room in their home.

"Game Lounge's unique platform is engaging the minds of both parents and children and bringing family game night back to DIRECTV households across the country," said Eric Shanks, executive vice president, DIRECTV Entertainment. "Game Lounge gives families an alternative way to play games together, using a medium that kids are used to while also playing in a controlled environment that parents are comfortable with. Working with industry leaders such as Mattel and Nickelodeon, as well as our unique distribution structure, will make the Game Lounge platform incomparable to any other television service provider in the market."

"Barbie, Hot Wheels and UNO are renowned brands that have always been at the forefront of industry trends - from fashion and entertainment to technology and innovation," said Cynthia Neiman, vice president of marketing, Mattel Games. "We are excited to embrace this new gaming movement by partnering with DIRECTV on the launch of its new gaming channel."

"We are proud to extend our programming relationship with DIRECTV to include exciting Nickelodeon branded games on Game Lounge," said Tom Ascheim, executive vice president and general manager of Nickelodeon. "Casual gaming is a huge industry, one which, particularly in the kids' space, has really grown. In addition to our games on Nick.com, this partnership with DIRECTV will bring some of our best known characters into the homes of millions in a way that DIRECTV subscribers have never experienced."

In addition to children's games, Game Lounge will also offer a variety of casual games, including Solitaire, Sudoku, Monopoly, Scrabble, Yahtzee and Black Jack. DIRECTV's exclusive relationship with one of the world's leading providers of skill-based games, SkillJam, will allow DIRECTV customers to play popular casual games, such as Bejeweled 2, Solitaire and Sudoku, against each other for tokens, cash and prizes.

Customers with interactive receivers can access Game Lounge both on an all access monthly subscription basis or play-per-day basis, which is currently a distribution structure that is not available on any other gaming platform. The all-access monthly subscription price of Game Lounge is $5.95 per month with a play-per-day price of $1.95.

About DIRECTV, Inc.

DIRECTV, Inc., the nation's leading satellite television service provider, presents the finest television experience available to more than 16 million customers in the United States, through exclusive content, industry-leading customer service (which has surpassed cable for six years running) and superior technologies. Each day, DIRECTV subscribers enjoy over 250 channels of 100% digital picture and sound; exclusive programming and the most comprehensive collection of sports programming available anywhere including NFL SUNDAY TICKET[TM], and MLB EXTRA INNINGS[TM]. DIRECTV (NYSE:DTV) also leads the digital television technology revolution with exclusives such as NFL SUNDAY TICKET SuperFan[TM], US Open Interactive and YES Network Interactive and will soon have the capacity to offer over 150 channels in HD. For the most up-to-date information on the Company, please visit www.directv.com.

About Mattel, Inc.

Mattel, Inc., (NYSE:MAT) (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie[R], the most popular fashion doll ever introduced. The Mattel family is comprised of such best-selling brands as Hot Wheels[R], Matchbox[R], American Girl[R], Radica[R] and Tyco[R] R/C, as well as Fisher-Price[R] brands (www.fisher-price.com), including Little People[R], Rescue Heroes[R], Power Wheels[R] and a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than the 30,000 people in 42 countries and sells products in more than 150 nations throughout the world. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

BARBIE, HOT WHEELS, UNO and associated trademarks and trade dress are owned by, and used under license from, Mattel, Inc. [c] 2007 Mattel, Inc. All Rights Reserved.

About Nickelodeon

Nickelodeon, in its 27th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in almost 92 million households and has been the number-one-rated basic cable network for almost 12 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE:VIA) (NYSE:VIA.B).
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Publication:Business Wire
Date:Feb 13, 2007
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