Mitsubishi and The Score Team Up To Search For The Greatest Amateur Athletic Performance



    - Multimedia campaign to showcase amateur athleticism in Canada -

    MISSISSAUGA, ON, Jan. 7 /CNW/ - It's not enough to brag about the goal
you scored, the home run you belted, or that amazing touchdown that no one
ever saw. Now amateur athletes across the country will have the opportunity to
prove it on a unique, interactive media platform created by Mitsubishi Motor
Sales of Canada Inc. and Score Media.
    Mitsubishi and The Score are challenging amateur athletes to capture
their achievements on video as part of a national search for Canada's greatest
amateur athletic performance - the Mitsubishi Pure Performer.
    The Mitsubishi Pure Performance campaign will ask participants to upload
their athletic feat or an explanation of their performance to theScore.com.
The top performances will compete against each other in a bracket-style
competition. Fans, viewers, and, athletes will vote on the submissions with
the best videos progressing through the bracket. The performance that wins it
all will put its participant behind the wheel of a brand new Mitsubishi Lancer
GTS, presented at the 2008 Vanier Cup.
    "We know they're out there - the talented, high-performance amateur
athletes who are the next generation of the professional stars we love," said
Larry Futers, director of national marketing for Mitsubishi Canada. "A core
value of the Mitsubishi brand is athleticism. But that's not something that
only professionals have. We think there are extraordinary amateur athletes
everywhere in this country and we believe they deserve a place in the
spotlight right now."
    "We are extremely pleased to form this year-long partnership with
Mitsubishi Motors," said David Errington, SVP and General Manager, Score
Media. "This promotion fits very well with our network as we move in a new
direction that encourages interaction from our viewer."
    A nine-month multimedia campaign will launch this Thursday with a
30-second television spot. The campaign will embrace multiple platforms with
performances being viewed on television, online, and via mobile phone on Score
Mobile Video (available on major mobile carriers in Canada).
    Leading into the amateur search, The Score is currently running the
Mitsubishi Pure Performer promotion - allowing viewers to vote on the greatest
professional sports performances ever.
    The Mitsubishi Pure Performer contest is available at
www.thescore.com/gofar.

    About Mitsubishi Motors Canada
    ------------------------------
    Mitsubishi Motor Sales of Canada, Inc. (MMSCAN), is the exclusive
Canadian distributor of a full line of Mitsubishi Motors' brand passenger cars
and sport utility vehicles. MMSCAN markets three categories of vehicles -
sedans, sporty cars and sport utility vehicles - consisting of six distinctive
vehicles covering a broad market range. This includes the Mitsubishi Lancer,
Galant, Eclipse, Eclipse Spyder, Outlander and Endeavor. Currently there are
67 Mitsubishi dealerships nationwide, with plans to increase this number over
the next three years.

    About Score Media Inc.
    ----------------------
    Score Media Inc. (TSX: SCR) is a media company committed to creating
consumer value through creative solutions, technology, and innovation in
response to sports fans' growing desire for increased participation in their
consumption of sports content. Score Media's main asset is The Score
Television Network, a national specialty television service providing sports,
news, information, highlights and live event programming, available across
Canada in more than 6.2 million homes. Score Media also operates Hardcore
Sports Radio, a satellite radio network available across North America on
SIRIUS Satellite Radio, and other interactive assets including theScore.com,
ScoreMobile, and Score Poker.





For further information:

For further information: News Media Contacts: Susan Elliott, Manager,
Corporate & Product Communications, Phone: (905) 833-0826 or
selliott@mmsa.com; Or Craig Malanka, Director, Marketing, Score Media Inc.,
(416) 977-6787 x2258, craig.malanka@thescore.ca

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Mitsubishi Motor Sales of Canada, Inc.

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Score Media Inc.

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