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OXYGEN IS WORTH IT!
OXYGEN LAUNCHES UNIQUE MARKETING CAMPAIGN IN PARTNERSHIP WITH COX
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Worth It! Aims To Convert the Consumer Known as the “Dial Up Diva”
To High Speed Internet
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PHILADELPHIA, July 25, 2005 – Oxygen is launching Worth It!, a customizable multimedia campaign by Oxygen, in partnership with Cox Communications, designed to market High Speed Internet to women who have previously resisted switching from dial-up service. With an Oxygen endorsement for HSI, the campaign spreads the message of “Worth It!” through customizable TV, radio, print, direct mail, and online advertising.

“Oxygen is committed to using our expertise in marketing to women to help our partners sell advanced services. We’ve spent the last year learning why women are resistant to high speed and this campaign reflects that learning,” said Mary G. Murano, Executive Vice President of Affiliate Sales for Oxygen Media. “Based on the overwhelming success of our previous ‘Life Right Now’ campaign, we have high hopes for “Worth It!”

“Oxygen knows women and how to market technology products to them, so we are excited about the opportunity to develop and launch this campaign with them,” said Joe Rooney, Senior Vice President of Marketing for Cox Communications. “We’ve had great success in the past working with Oxygen and we know this campaign will generate positive results as well.”

Using Oxygen’s trademark brand of humor, the campaign is built around Wolanda, a strong, savvy woman and an advocate for High Speed Internet. Wolanda uses her show, Worth It! with Wolanda, as a platform for teaching women the value advantage of High Speed Internet over dial-up.

Although she uses humor to make a point, Wolanda's message speaks to issues of fundamental importance to women. As host of the show, Wolanda tells her audience of “dial-up divas” that the lower price of dial-up is misleading and that the real savings and value come from the myriad benefits of High Speed Internet, like winning auctions in the last second or scoring fast-moving, low-cost hotel and airline reservations.

About Oxygen Media
Oxygen, the only cable network owned and operated by women, is currently available in 55 million homes. The network was launched in 2000 to fill a void in the television landscape -- creating a network targeted to younger women. The fastest growing independent network, Oxygen became profitable in 2004. Oxygen is rewriting the rulebook for women's television, with the most original programming of all the women's networks including Oprah After the Show, Talk Sex with Sue Johanson and Girls Behaving Badly. Geraldine Laybourne, the network's founder, Chairman and CEO, has led the company to be a strong advocate for women. Through programs like The Mentor's Walk, Oxygen's national program for bringing along the next generation, and "Who Cares About Girls," Oxygen's new documentary series -- Oxygen is creating The New Girls Network.

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