AOL Unveils Ambitious Programming Line-Up at ’First Look’ Event in NYC

At its premier “First Look” event today at the Time Warner Center, AOL will introduce five new programs that will launch on AOL in the fall of 2007 and early 2008 in partnership with leading production companies, including Mark Burnett, DreamWorks Animation, Endemol, Madison Road Entertainment, Stone & Co and Telepictures. At the event, AOL is also expected to highlight its upcoming product enhancements and show how its products and services can help advertisers reach their customers.

“This game is all about scale, and AOL is one of only four companies that has it,” said Randy Falco, AOL Chairman and CEO, in announcing the programs. “We want to be a one-stop shop for advertisers in providing all of the tools, services, and creative support they need to reach their consumers online. With two leading advertising networks, AOL reaches nearly nine in ten online users each month, and we want to help advertisers expand and extend their campaigns to reach that mass audience. We’re pleased to have the opportunity to tell our clients and the market about the great new products and programs we have for them.”

The programming lineup to be announced at First Look includes:

“Ye Olde Shrek the Third Royal Tournament” – Based on the Shrek the Third movie, this lets online fans play 25 Shrek games over a six-week period. Every day, AOL will feature new challenges, activities, news, downloads and more. It launches April 26 ’07, three weeks before the movie hits theaters. The game is co-produced by AOL, DreamWorks Animation and Mark Burnett Productions (Survivor, The Apprentice).

“Gold Rush Goes Hollywood” – AOL and Mark Burnett Productions deliver an addictive follow-up to last year’s hit game show. Players compete in daily pop culture trivia games for cash prizes. Finalists face off in a real-life hunt through Hollywood for a million dollars in gold. The original Gold Rush attracted nearly 11 million users and five blue chip sponsors. Gold Rush returns in Q3 ’07.

“The Ellen DeGeneres Show” Tie-in – “The Ellen DeGeneres Show” comes to AOL in a unique cross-platform collaboration that lets people share heartwarming, hilarious and absurd hometown tales online that will be featured on a recurring segment on “The Ellen DeGeneres Show.” Created in partnership with Telepictures Productions, it launches Q4 ’07.

“Million Dollar Bill” – You may already have a winning ticket in your wallet! Contestants play daily online games to reveal serial numbers of U.S. dollar bills in active circulation. Top players compete on TV, and viewers at home play along for a chance to win a million dollars. It launches Q1 ’08. The program is co-produced by AOL, Madison Road Entertainment, Stone & Co. and Viewer Rewards.

“iLand” – The competition begins with an extensive online phase and really heats up when finalists move to a remote island to set up a community. The online community interacts to shape the outcome, helping (or hindering) the iLanders as they vie for the grand prize – winning their own tropical island. Created by Endemol (Deal or No Deal, Extreme Makeover: Home Edition, Fear Factor and Big Brother), iLand launches Q2 ’08.

“Of the Big Four online networks, AOL is the only one that is doing this kind of major-scale programming to engage advertisers and consumers,” Falco said. “We’re proud to be working with some of the biggest names and brands in the entertainment industry and believe that these programs highlight the coming-of-age of the online medium.”