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To: Chris K. who wrote (92861)11/12/2001 9:47:34 AM
From: ekn  Read Replies (1) of 150065

Razorfish Helps Launch New On-air Look for DIRECTV - R - Service
Redesign of On-Air Identity and Cross-Channel Promotional Spots Supports Company's Marketing Initiatives
NEW YORK--(BUSINESS WIRE)--Nov. 12, 2001--Razorfish, Inc. (NASDAQ: RAZF - news), the global digital solutions provider, today announced the completion of a redesign of the on-air look seen by the more than 10.3 million customers of DIRECTV® service.

The new on-air look is scheduled to debut in early November.

Over a six-month period, Razorfish assisted DIRECTV with the redesign of various elements of the overall on-air look of the service, including the development of a new on-air labeling system to reflect the hierarchy of its sub-brands, logo animations, title sequences, a modular toolkit for on-air promotion, and specifically-designed music. DIRECTV is the nation's leading provider of digital satellite television service in the United States.

In addition, Razorfish was engaged to develop a promotional campaign for DIRECTV. The campaign, for placement on the DIRECTV® service only, is designed to promote monthly service upgrades and features 30- and 15-second spots targeted at existing customers.

``A lot of time, effort and, most importantly, talent was devoted to this redesign, and the new look and feel reflect that,'' said Stephanie Campbell, senior vice president of Programming, DIRECTV, Inc. ``Our collaboration with Razorfish's award-winning broadcast team injected fresh insight to the creative and strategic process.''

``We're very excited to be a part of this important assignment for DIRECTV,'' said Jane Friesen, general manager for Razorfish's media and entertainment practice. ``The transformed on-air identity and new promotional spots we developed support DIRECTV's overall brand strategy, for a consistent viewing experience.''

Federico Gaggio, who led the project as creative director, added: ``DirecTV came to us looking for an original solution that would help them stand out as a mature brand as well as achieve consistency across the many diverse channels that constitute the platform. We're pleased with the result of our collaboration, which combines a brand strategy with a powerful creative concept to form an innovative, usable package.''

Razorfish is supporting DIRECTV broadcast facilities in Los Angeles and Castle Rock, CO following the development and implementation of the new on-air elements.

Razorfish's media and entertainment practice has demonstrated its vast experience and expertise in the area of media and entertainment branding through work recently completed for ZDF, Fox International, TiVo, HBO, and Telemundo.

About DIRECTV, Inc.

DIRECTV is the nation's leading digital satellite television service provider with more than 10.3 million customers. DIRECTV and the Cyclone Design logo are trademarks of DIRECTV, Inc., a unit of Hughes Electronics Corporation. HUGHES is the world's leading provider of digital television entertainment, and satellite and wireless systems and services. The earnings of HUGHES, a unit of General Motors Corporation, are used to calculate the earnings per share attributable to the General Motors Class H common stock (NYSE: GMH - news). Visit DIRECTV on the World Wide Web at

About Razorfish

Founded in 1995, Razorfish is a global digital solutions provider that helps leading companies generate competitive value by leveraging the power of digital technology. From strategy and design to system integration, Razorfish provides clients with opportunities to increase their return on investment, enhance productivity, and maximize the value of their relationships with customers, employees, and partners. Razorfish is headquartered in New York and has offices in Amsterdam, Boston, Frankfurt, Hamburg, Los Angeles, Munich, New York, Oslo, San Francisco, Silicon Valley, Stockholm, and Tokyo. Recent Razorfish clients include Ford Motor Company, AstraZeneca, Deutsche Bank, Nissan-Europe, Panalpina, DIRECTV, Sony Corporation, and HBO. For more information visit:
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