V-me and DIRECTV MAS™ Launch New PSA Campaign to Inform Viewers About Digital Transition
English and Spanish-language spots feature award-winning actress, Lupe Ontiveros
WASHINGTON, DC, February 7, 2008 — V-me, the nation's fastest growing digital Spanish television
network, and DIRECTV Más™, the Spanish-language programming service from DIRECTV, unveiled today
a new PSA initiative to raise awareness among Spanish and English-speaking viewers about the transition to digital television in February 2009.
The PSA will be aired across the DIRECTV Más and DIRECTV platform,
on V-me, which is carried on most major cable and satellite systems, and by public and commercial
broadcasters.
The 60-second PSA, produced by V-me, features award-winning actress, Lupe Ontiveros.
The spot -- produced in both English and Spanish -- uses humor and straight talk to help viewers understand what the
shift from analog to digital means, who is affected, and what the options are, including the governmentsubsidized
coupons that can be used to purchase converter boxes. Most importantly, the PSA directs
viewers to the official information site www.dtv2009.gov, and urges viewers to spread the word to friends and
families.
The new campaign was unveiled on Capitol Hill last night to Latino community leaders, advocates, and
Congressional leaders at an event in Washington D.C. hosted by V-me and DIRECTV Más where the
Honorable Joe Baca, chairman, Congressional Hispanic Caucus was the featured speaker. Rep. Baca also
chairs the Caucus' Technology Committee and has been at forefront of efforts to include the Latino
community in outreach efforts around this issue. In his keynote address at the event, Congressman Baca
said, "It is critical that our Spanish speaking communities are made aware of the upcoming Digital Television
Transition.
I thank V-Me and DIRECTV Más for taking a leadership role in promoting awareness of this important issue, and recognize them for their dedication to corporate responsibility."
"The digital transition is a very important issue, and V-me wants to make sure that the Hispanic community
continues to be engaged and connected as the conversion takes place," said Carmen M. DiRienzo, president, V-me. "We are proud to partner with DIRECTV because they share our commitment to bringing the best quality information and entertainment to America's Latino families."
"One out of every five Hispanic homes are at risk of losing their local television signals after the transition, and DIRECTV Más is committed to making sure Latino households continue to have access to quality television and entertainment," said John de Armas, vice president, World Direct™, DIRECTV, Inc.
"DIRECTV Más and V-me have a shared mission to empower Spanish-speaking viewers and increase the
general public's awareness of the digital transition."
About V-me
V-me, the new national network partnered with public TV, engages America's Latino families in Spanish, with
a lively mix of original and exclusive programs including: kids, lifestyle, nature, science, history, current
affairs, music, arts, and movies. The 24-hour network, with broadcast and digital carriage reaching 45% of all
U.S. Hispanic TV households, is America's largest Spanish digital channel and the fastest out-of-the-box
sponsor-supported network in U.S. Hispanic media history. V-me is made available to DIRECTV by
Educational Broadcasting Corporation, one of its founders and creator of some of public TV's most popular
programs. To find out more, visit www.VmeTV.com.
- more-
For Immediate Release
About DIRECTV Más™
DIRECTV Más™ offers the widest array of Spanish- and English-language programming available and the
latest satellite technology, all combined to provide viewers with digital-quality picture and sound at
competitive prices. The service provides access to more than 45* Spanish-language channels including top
programming from Mexico, Central and South America, Puerto Rico, the Dominican Republic and Spain.
DIRECTV Más™ programming offers sports, movies, music, news and educational networks, and access to
more than 250 English-language channels of DIRECTV® programming, featuring the largest selection of pay
per view choices and sports programming available. For pricing please visit DIRECTVmás.com or call 1-
866-363-1212.
