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HEAVY.COM CLOSES FIRST DIGITAL UPFRONT DEAL

Virgin Mobile USA Secures Exclusive Season-Long First-Stream Rights to “Behind the Music That Sucks”

Heavy’s New Season of This Pop Culture Sensation to Skewer Baby Spears-Federline, R. Kelly, Kanye West, The O.C. and Lindsay Lohan

New York, NY – May 8, 2006: Heavy.com, the world’s No. 1 digital entertainment brand with more than 10 million unique viewers monthly (Nielsen), today announced that it signed its first sponsorship deal stemming from its 2006 “Digital Advertising Upfronts.” In an advertising first, Heavy has partnered with Virgin Mobile USA to give the top wireless youth market provider exclusive sponsorship rights to its famed pop culture sensation series “Behind the Music that Sucks” (BTMTS). Featuring aging divas, poor taste and William Shatner, BTMTS boldly goes where VH 1 doesn’t dare. Brand new episodes for 2006 profile Baby Spears-Federline, R. Kelly, Kanye West, The O.C. and Lindsay Lohan.

As part of the deal, Virgin Mobile customers will have season-long first-stream rights to episodes of BTMTS. In addition, Heavy has built a mobile marketing campaign that includes a “Guess Who Sucks” text messaging promotion and is expected to feature specially selected “Top 5” ringtones that correspond to particular “Suck” episodes. In addition, Virgin Mobile receives exclusive branding and sponsor rights to BTMTS episodes on Heavy.com, including Virgin Mobile logo tagged video.

“We’re excited to kick off this Digital Upfront season with our first deal,” said David Carson, co-CEO of Heavy.com. “Virgin Mobile has a tremendous appetite for relevant, original programming that its young customers can watch on both broadband and mobile devices.”

“We love the whole smart, irreverent vibe of Heavy programming—and particularly send-ups on the level of ‘Behind the Music that Sucks,’” said Bob Stohrer, Virgin Mobile USA’s vice president of brand and communications. “It’s totally consistent with the type of content that gets our community of users excited. This deal is just another example of how we’re extending the Virgin Mobile experience way beyond just a ‘phone service.’”

In January, Nielsen / NetRatings named Heavy the 7th Fastest Growing Web Brand. Nielsen counts Heavy’s viewership at more than 10 million unique visitors per month, the majority of which are young males, a demographic highly coveted by advertisers.

About Heavy.com
Heavy.com is the Number 1 digital entertainment brand for 18 – 34 year old guys with more than 10 million unique viewers monthly (Nielsen) and a viral reach of 65 million taste-challenged pop culture junkies. Its programming staples include “Behind the Music that Sucks,” “Pimp My Weapon,” “Contagious,” “Blisster” and “Tourettes Cowboy.” Portions of Heavy’s library of animation and live-action shorts are available for free download to the video iPod and the Sony PSP. Advertisers on the broadband network include Diesel, Axe, Sony and Nike.

About Virgin Mobile USA, LLC:
Launched nationally in July of 2002, Virgin Mobile USA, LLC is the nation’s first wireless network created for and defined by youth. Virgin Mobile is a joint venture between Sir Richard Branson’s Virgin Group and Sprint Nextel, which operates one of the largest 100-percent digital, nationwide PCS wireless networks in the United States. The country’s first mobile virtual network operator (MVNO), Virgin Mobile’s four million customers have access to a service portfolio that includes multiple voice pricing options, a full range of handsets and a broad array of messaging, music and mobile content offerings – without long-term contracts. In addition, J.D. Power and Associates has recognized Virgin Mobile for providing “An Outstanding Customer Service Experience” under its Certified Call Center Program.SM

Virgin Mobile phones are available at more than 25,000 stores, with Top-Up cards available at more than 80,000 locations nationwide. Virgin Mobile products can also be purchased online at www.virginmobileusa.com or by calling Virgin Mobile At Your Service (1-888-322-1122).