Astral Media launches new audio branding platform that speaks to its diverse audiences



    Bold innovation creates eleven variations of its signature audio sign-
    off, each customized to a different audience

    Listen to the new customized audio sign-offs:
    www.astralmedia.com/audioslogos

    MONTREAL, Feb. 25 /CNW Telbec/ - Astral Media Inc. (TSX: ACM.A/ACM.B)
will release a new audio branding platform today that reflects the various
audience segments in its diverse broadcast network. Inspired by the Company's
commitment to serve highly targeted audiences in television, radio, outdoor
and interactive media; Astral Media commissioned Musikvergnuegen, an
award-winning and innovative sound design studio, to create 11 variations of
the Company's core 4-note audio sign-off.
    "We are taking the art and science of audio branding to a new level by
achieving true intimacy with our audiences" explains Alain Bergeron, Vice
President of Brand Management and Corporate Communications, Astral Media. "The
more our message and brand identity can be personalized within our community
of unique consumers, the more effective we will be in captivating and building
loyalty for the master brand."
    Astral Media launched its first audio branding message in 2007 to provide
its corporate identity with a friendly, engaging human expression of the
Company's brand character. The goal of this extension of the audio branding
initiative is to continue creating value for the brand by building a
multi-layered platform that is easily identifiable by a vast consumer base,
and delivering this experience in less than five seconds.
    "Astral Media is moving boldly to expand the discipline of audio branding
to personalize its brand character with the most diversified audience
possible," says Walter Werzowa, composer/sound designer and owner of
Musikvergnuegen. "As far as we are aware, no media company has allowed for
such specific, targeted audio branding across their diverse outlets; a
mnemonic is the best vehicle to achieve this task."
    Astral Media worked closely with composers and audio designers that
specialize in corporate branding from the California based studio,
Musikvergnuegen. The team of sound and marketing experts is lead by Werzowa,
whose pioneering work on the famous Intel "bong" can be heard somewhere in the
world every five minutes. Musikvergnuegen was contracted to compose
personalized audio logos for 11 specific broadcast/radio stations and genres.
Seven mnemonics have been created for radio, each one corresponding to Adult
Contemporary, News, Oldies, Rock, Soft Rock, Country and Pop Rock;
Musikvergnugen also composed four additional Television mnemonics to
compliment Movie, Kids, Pop, and News. Astral Media's core audio sign-off is
the 4 note melody a1-b1-c#2-b1, which threads through the newly created
sign-offs. This melody can be interpreted as a motif and/or as a riff. This
creates the highest flexibility, allowing the mnemonic to blend with any
musical style.

    About Astral Media

    Astral Media is a leading Canadian media company, active in specialty and
pay television, radio, outdoor advertising and interactive media. Astral
Media's solid and dynamic presence in the country's major markets rests on its
commitment to offer a unique combination of high-quality, targeted media for
all its audiences. For more information, please visit www.astralmedia.com.

    About Musikvergnuegen

    Musikvergnuegen is a music and sound design production company located in
Los Angeles, CA and founded by Austrian-born composer and sole owner, Walter
Werzowa. Musikvergnuegen, which means "the pleasure of music" in German,
specializes in audio branding. Most notably, they are responsible for having
created the famous Intel audio logo along with mnemonics for LG, Comedy
Central, Samsung, Delta Airlines, GM Goodwrench, and more. For more
information and access to their reel, please visit www.musikvergnuegen.com.




For further information:

For further information: Press contacts: Alyssa Sotak, Account Manager,
Optimum Public Relations, (416) 967-8114, alyssa.sotak@cossette.com; Annick
Major, Director, Brand Deployment, Astral Media Inc., (514) 939-5000, ext.
3139, amajor@corp.astral.com

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Astral Media Inc.

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