Heavy.com Now Available on Cellphones in Canada Through Virgin Mobile

    'The Heavy Half-Hour' To Join Heavy's Nine Shows Already on Television

    TORONTO, Oct. 22 /CNW/ -- Heavy.com (http://www.heavy.com/), one of the
web's leading online brands and the leader for 18-34 year old guys, today
announced that its original irreverent programming is now available via cell
phone through Virgin Mobile Canada. QuickPlay Media, the leader in mobile TV
and video solutions, will provide its OpenVideo(TM) platform to power the
mobile video and audio streaming service. Additionally, The Heavy Half Hour, a
half-hour of the best of Heavy, is now featured on Showcase Action on
Saturdays at 9:30 PM, Thursdays at 7:30 PM and 1:30 AM, and Fridays at 3:30
PM. Heavy classic Behind the Music that Sucks can be seen on the IFC Channel
Saturdays at 9:00 PM, Sundays at 12:30 PM, Wednesdays at 5:00 PM, and
Thursdays at 11:00 AM. (High resolution image available, see contact info
    (Photo: http://www.newscom.com/cgi-bin/prnh/20071022/NYM026 )
    "Heavy's content has been available on various platforms internationally,
but this is the first chance for Canadians to watch Heavy on their mobile
devices," said David U.K., Vice President and General Manager, Heavy Canada.
"Teaming up with Virgin Mobile Canada allows our viewers to enjoy their
favorite programs instantly, whenever they want."
    "Heavy.com has a host of hilarious and outrageous shows that will appeal
to Virgin Mobile's cool customers," said Fil Giulione, Vice President, Product
Marketing, Virgin Mobile Canada. "We're excited that our mobile lovers will
now have the exclusive opportunity to enjoy these original and not too be
missed shows--simply by streaming them to their Virgin Mobile Samsung M510."
    Heavy programming available through Virgin Mobile Canada includes:
    Ashy to Classy
    Ashford Lawrence (Chappelle's Show's "Ashy Larry") brings you a
low-life's guide to the high life.
    Behind the Music That Sucks
    Behind The Music That Sucks is Heavy's pop-culture sensation-an in-depth
look at the lives of artists whose music makes us want to flog ourselves with
a wet noodle. Sucky music surrounds us every day - find out why.
    Knob Hockey
    The players don't dive, the goals are never disputed! Watch the playoff
"action!" Knob Hockey is a compilation of short viral videos that incorporates
the most notorious hockey players portrayed as two-inch tall hockey stick
figures-the perfect way to reach Canadian males through branded webisodes and
cleverly timed around the 2007 playoffs. Knob Hockey exceeded 1 million views
and was covered by several hundred blogs and news sites, including NBC Sports.
    Superficial Friends
    Gathered in the Great Hall of Anorexia are five of the most
self-important celebrities ever assembled! Lindsay Lohan, Paris Hilton, Nicole
Richie and the Olsen Twins! Dedicated to selfishness and social ignorance,
they are ... The Superficial Friends!
    Workout from the Pen
    A correctional approach to staying in shape...its exercise with
conviction! Filmed with ex-cons in prison, it's a fitness show for guys!

    The Heavy Half-Hour, now featured on Showcase Action, includes selections

    Series              Description

    American Suck       American Suck Countdown has a snide comic tone,
     Countdown          featuring irreverent, often vulgar, commentary
                        on pop culture figures, objects and news events. Each
                        weekly piece is presented as a "Top 10 list",
                        and is - appropriately - narrated by a Casey Kasem

    Blisster            All extreme stunts, occasional extreme pain. Features
                        clip reels of Warren Miller-style extreme sport stunt
                        footage and odd-ball pranks, set to a skate punk

    Heavy Horror        Slasher clips, psychological horror and old school
                        monster mayhem. If you've got the guts.

    The Kensington      A hard-hitting, matter-of-fact British-style news
     Report             program delivering insight, commentary, and in some
                        cases, the truth. Episodes tackle seminal topics from
                        the potential global threat of mindjacking to the
                        hidden connections between cheese and racism.

    Kung Fu Jimmy       Jimmy Chow is a kung fu master on a mission of
     Chow               vengeance: to kill his nemesis, the masked kung fu
                        mistress called The Purple Lady. Along the way, he
                        picks up mall jobs and battles the Purple Lady's
                        cleverly disguised army of assassins, The Purple

    Techsmart with      American icon Ron Jeremy has teamed with Heavy
     Ron Jeremy         News and is hosting his own technology review show.
                        Each irreverent, Andy Rooney-style review of
                        technology starts with an informative opening, then
                        Ron takes to the street to find out what the people
                        think about cellphones, video games, cars and more-and
                        finally gives his conclusion on the nature of
                        technology in society.

    Workout from        Looking to shed a few pounds? Heavy's latest fitness
     the Pen            program takes you "inside" fitness with the convicts
                        from the prison exercise yard! Jesus, Hawk, Lil'
                        Midget, Tyreese, and Ramon know how to keep their
                        bodies in shape, and they don't need spandex shorts to
                        do it. They're stronger than Sing Sing, rougher than
                        Riker's, more athletic than Alcatraz, and they'll whip
                        you into shape...with conviction! Stars Frank
                        Alvarez (CSI: Miami, The Shield, 24, Entourage) as
                        your host, Jesus.
    About Heavy
    Heavy is one of the web's leading consumer media companies and the leader
for 18-34 year old males, which is a key demographic for marketers and
advertisers. Heavy combines its own unique programming with those of its users
to create an environment where you can control and even participate in your
own media experience. Heavy empowers its audience to share, editorialize, and
create their own content as well as provide its own library of programming.
Heavy's programming staples include "Superficial Friends," "Knob Hockey,"
"Heavy News," "Behind the Music that Sucks," "Canadian Contraband,"
"Transworld", "Contagious," "Blisster" and "Machinima". Portions of Heavy's
library of animation and live-action shorts are available on Virgin Mobile
Canada this fall and currently for free download to the Sony PlayStation
Portable and the Video iPod. Heavy recently launched several Television Shows
on Alliance Atlantis' IFC, Action and Diva Channels. Advertisers on the
broadband network include Molson Canadian and Coors Light, Honda, Warner Bros.
Canada, Labatt, Fanta, Nissan, Panasonic, Diesel, Axe, Sony and Nike.
    About Virgin Mobile Canada
    Launched in 2005, Virgin Mobile is Canada's first wireless service
created for and defined by youth. The country's first mobile virtual network
operator (MVNO), Virgin Mobile's customers have access to a portfolio that
includes monthly price plans, a full range of phones and a broad array of
messaging, music and mobile content offerings. J.D. Power and Associates has
recognized Virgin Mobile as highest in customer satisfaction with prepaid
wireless service for two years in a row1.
    The Virgin Mobile group of companies has attracted over 10 million
customers worldwide. Virgin Mobile phones are available at more than 4,000
locations with top-up cards available at more than 10,000 locations
nationally. Virgin Mobile products can also be purchased online at
www.virginmobile.ca or by calling 1-877-662-2824.

    Press Contacts:

    The Morris + King Company
    Lane Buschel / Chris Macowski
    212-561-7454 / 212-561-7459

For further information:

For further information: Lane Buschel, +1-212-561-7454, 
lane.buschel@morris-king.com, or Chris Macowski, +1-212-561-7459, 
chris.macowski@morris-king.com, both of The Morris + King Company Web Site:
http://www.heavy.com                  http://www.virginmobile.ca

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