Firebrand -- A New Entertainment and Marketing Destination Dedicated to the best in Commercial Culture to Launch on TV, Web and Mobile

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Venture Will Transform the Commercial Break into a Commercial Destination. Led by Industry Pioneer John Lack and Román Viñoly Microsoft, NBC Universal and GE's "Peacock Equity Fund", ION Television Join as Investors

We program TV spots like a DJ spins music in a club. There is a rhythm and flow to it.

Firebrand, the new, opt-in entertainment and marketing destination that gives consumers interactive access to their favorite brands, products and promotions, today announced plans for its October 22nd launch.

Firebrand programs the "coolest" TV commercials the way MTV used to program music videos, creating the first multi-platform network to go "live" simultaneously on TV, the web and mobile.

Firebrand's "Commercials as Content" programming launches on the ION Television Network, weeknights at 11 pm in 94 million households, as well as 24/7 on the web at, and on hand-held mobile devices, initially through iTunes, and MSN when available.

Investors Microsoft, NBC Universal and GE's Peacock Equity Fund, ION Television, as well as Adweek, Brandweek and Mediaweek, among others, joined Firebrand at its announcement during Advertising Week at the Paley Center for Media.

"Firebrand enters the media landscape as the era of the commercial interruption is coming to an end," says John A. Lack, CEO/Co-Founder. "We curate the best TV commercials and promotions from around the world - connecting consumers directly with their favorite brands in an integrated environment."

Firebrand has also built personalization tools so consumers can create their own playlists and share their favorites spots.

"With Firebrand, our multi-tasking audience can find us on every platform," says Lack. "It's a unique environment where they can 'Watch, Win, Shop and Share'."

Firebrand's primary demographic is the highly desirable "Gen Y/Millennials," who voraciously consume pop culture, and are already sharing commercial content with their friends. This group boasts purchasing power of more than $200 billion a year and already account for 40% of Internet shopping. But, Gen-Xers and Boomers will also find something they like on Firebrand, with playlists that include their favorite brands, vintage commercials, special promotions and the best international spots.

"Firebrand takes the traditional method of programming television commercials and turns it on its head," says Román Viñoly, Chief Creative Officer/Co-Founder. "We program TV spots like a DJ spins music in a club. There is a rhythm and flow to it."

Firebrand also features 'Commercial Jockeys' or CJs to contextualize commercials as art and guide viewers through the spots, contests and promotions.

"On Firebrand, you'll see more car chases, explosions, gags, drama, heroes, Oscar-winning actors, directors and producers in an hour than in a month of HBO," says Viñoly. "To be true to our consumers, you can't pay us to air a bad spot. "

Firebrand will also provide advertisers with the Firebrand Dashboard ™, an innovative diagnostic tool that integrates industry standard television and online response data. For the first time, advertisers can see TV viewing and online clicks side by side, for specific spots and offers, delivering advertisers a meaningful ROI analysis.

Firebrand can be found at, and weeknights on ION television network from 11 PM -12 AM ET, and on mobile devices.    For additional information, check out

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Dawn Rowan


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