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To: Guardian who wrote (10530)	6/21/1999 10:20:00 AM
From: Jenne	Respond to of 19700

LYCOS AND TOGGLETHIS DEBUT INTERACTIVE SHOW STARRING LYCOS THE DOG LYCOS USING TOGGLED SHOW TO PROVIDE ENTERTAINMENT AND OFFER NEW Advertising Opportunities PR NEWSWIRE - June 21, 1999 09:59 NEW YORK, and WALTHAM, Mass., Jun 21, 1999 /PRNewswire via COMTEX/ -- togglethis andLycos today announce the launch of the new toggled series "Superheroes and Sidekicks," the first interactive game show created by togglethis. Lycos, (Nasdaq: LCOS), the fastest growing Internet portal and the world's largest online community, worked with togglethis to create the email-based series which stars Lycos the Dog, the popular Lycos mascot featured in the company's brand campaign. The show distinguishes Lycos as the first portal to create a toggled show. Consumers can find "Superheroes and Sidekicks" on Lycos (http://www.lycos.com/bridge/toggle/), on the togglethis Lycos channel andwww.togglethis.com. toggled shows, which are interactive email-based content, are designed to deliver highly effective marketing and advertising campaigns and new forms of entertainment directly to consumers' desktops. They combine the visual experience of watching TV with the interactivity of the Web. "Superheroes and Sidekicks," the first interactive show to run on Lycos, is expected to drive traffic to the Lycos Network and to various advertisers within the portal. In addition, consumer marketers will be able to advertise in the series and capitalize on the game show's target audience. Volkswagen has already signed up to sponsor four episodes of the series. "We developed a toggled series because we wanted to create a fun, entertaining show to support our branding effort, capture our audience's attention, and generate high click-through rates. Through the show, we establish Lycos the Dog as a superhero who possesses the power to retrieve any type of information for consumers from the Internet," said Jan Horsfall, vice president of marketing for Lycos. "Superheroes and Sidekicks" pairs consumers with the canine superhero to test their knowledge of trivia. As Lycos' sidekick, viewers must help Lycos answer the trivia questions posed by game show host and retired super villain, Blink Foolery. At the conclusion of each show, contestants can enter into a Lycos sweepstakes for prizes. "'Superheroes and Sidekicks' represents a new revenue model for portals in which they can create entertaining toggled shows and sell advertising space on them," said Paul Maya, CEO of togglethis. "In addition, portals also can use toggled shows to drive traffic back to their sites -- an important measure for their value and way to attract other marketers." In January, togglethis also announced an agreement with Lycos to distribute and market the newest toggled shows on the portal. Through the deal, togglethis and its partners will premiere and feature the newest shows on Lycos at lycos.com. In addition to "Superheroes and Sidekicks," Lycos will feature "Xippy Malone, Cub Reporter," a toggled show based on the popular syndicated newspaper column, Chuck Shepherd's "News of the Weird." About togglethis togglethis enables new forms of compelling entertainment programming and rich media advertising to be broadcast directly to consumers. Once consumers subscribe to serialized toggled shows, they are emailed an episode every week, which they can view immediately on their desktop. The results for consumers are fun, engaging shows that can be distributed efficiently across the Internet and sponsored by advertisers. Media companies create toggled shows that extend their brands to the Web, create strong relationships with consumers, and generate revenues through advertising and sponsorship. togglethis was founded in 1996 by Paul Maya and Marc Singer in New York City and is a leader in interactive entertainment and advertising. Companies that have partnered with togglethis include Lycos, Warner Bros. Online, Disney, Intel, New Line Cinemas, iVillage.com and AT&T. toggled programming is available at togglethis.com as well as their partners' Web sites.