SYS-CON UK Authors: Salvatore Genovese, Jeremy Geelan, Jamie Matusow

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Sony Pictures Television's International Networks Group Unveils Sientate Campaign as Part of Iniciativa SER to Promote Breast Cancer Awareness

Special Live Performance by Latin Grammy Winner Kany Garcia

MIAMI, FL -- (Marketwire) -- 05/15/09 -- Sony Pictures Television's (SPT) international networks group unveiled its Siéntate PSA Campaign at a private cocktail reception on Thursday, May 14 at the Gibson Showroom located in Miami's Design District. This campaign is a part of Sony's Iniciativa SER, a breast cancer prevention and early detection campaign in support of Latin American women.

"We are so lucky to be able to build off the success of SER and establish it as a comprehensive resource for breast cancer awareness for women and their families," says Klaudia Bermudez-Key, SPT's senior vice president and general manager of advertising sales, Latin America. "The second phase of Iniciativa SER will focus more on the community and emotional involvement through the Siéntate PSAs and the social networking feature we are adding to the website which will allow users to interact with one another on a consistent basis."

The campaign, which revolves around the phrase "Siéntate aqui y cuentanos tu historia" (Sit here and tell us your story), will showcase testimonials read by celebrities sitting in a pink chair designed by international designer Adriana Hoyos. The public service announcements will begin airing in June on television channels represented by SPT's Latin American advertising sales group, including A&E, AXN, Bio, CasaClubTV, E!, MGM, The History Channel and Sony Entertainment Television.

"I was extremely honored when asked to participate in Iniciativa SER and design this year's campaign's focal point -- the pink chair," says Hoyos. "The design for the chair was inspired by 'women.' I imagined a chair with absolute feminine curves, a small waist and generous hips. With arms open wide and extended out as if to invite you for a warm embrace. I was also able to incorporate the shape of the pink ribbon into the chair's design, which is the symbol of Iniciativa SER as well as the fight against breast cancer."

The event featured an acoustic performance by Latin Grammy-winner, Kany Garcia. The Puerto Rican born musician is a long-time supporter of the cause and recently ran a charity marathon in her hometown of San Juan that was dedicated to fellow Puerto Rican actress and breast cancer survivor -- Adamari Lopez. Other artists supporting the SER campaign include internationally acclaimed painter LEBO and photography sensation, Pablo Garcia. Both whom had their work on display at the event.

The Iniciativa SER campaign's goal is to create a website with necessary information pertaining to breast cancer, detection methods and treatments, along with related issues. Besides being an open forum for breast cancer survivors, their relatives and friends, it will also allow them to share their thoughts and experiences in coping with the disease.


Sony Pictures Television is one of the television industry's leading content providers. It produces and distributes programming in every genre, including series, telefilms, theatrical releases and family entertainment around the world and for every platform: broadcast and cable television, first-run and off-network syndication and digital distribution. In addition to one of the industry's largest libraries of feature films and television shows, SPT boasts a current program slate that includes the top-rated daytime dramas and game shows, landmark off-network series, original animated series and critically acclaimed primetime dramas, comedies and telefilms. Internationally, SPT is a leader in local language productions around the world, some of which are co-produced with local partners and sells SPE-owned formats in approximately 70 countries. To better serve its clients and partners worldwide, SPT maintains offices throughout the world, including Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Hungary, India, Italy, Japan, Korea, Mexico, the Netherlands, the People's Republic of China, Russia, Singapore, Spain, Venezuela and the United Kingdom. SPT's worldwide television networks portfolio is a key strategy in SPE's long-range commitment to the global marketplace, with 114 channel feeds, which are available in more than 130 countries reaching almost 400 million households worldwide. SPT also creates original content for and manages SPE's premium video website, Crackle. Additionally, SPT is a part owner of cable channel GSN, FEARnet, the premier horror/thriller website and VOD service, and national media sales company ITN Networks, Inc. SPT advertiser sales is one of the premiere national advertising sales companies, handling the commercial inventory in SPT's syndicated series as well as in all of SPE's digital businesses in the United States, for Sony Music Entertainment and for the Tennis Channel. SPT (www.sonypicturestelevision.com) is a Sony Pictures Entertainment company.

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