Dodge Brand Launchs Interactive TV Advertising Campaign on DISH Network

Business Wire May 16, 2006

The Dodge brand and Turner Media Group (TMG) are giving close to 12 million interactive TV subscribers of EchoStar Communications Corporation and its DISH Network satellite TV service a convenient way to experience the all-new 2007 Dodge Caliber through an innovative, multi-level, interactive TV advertising campaign that began this month and extends to the end of July 2006.

Developed by DISH Network and TMG and built by interactive TV veteran OpenTV Corp. , this comprehensive ITV campaign consists of 30-second TV spots scheduled to run across dozens of cable networks that link viewers via an on-screen pop-up message, or "trigger," to an interactive web-like environment on their satellite TV. Viewers then simply use their TV remote to do the following:

-- View a gallery of photos of the Dodge Caliber;

-- View weekly features that focus on a different aspect of the Dodge Caliber;

-- Request a Dodge CD filled with games and wallpaper;

-- Locate a dealer with up to nine-digit zip code precision;

-- Click through to TMG's iDrive TV channel to watch an expanded version of a TV spot detailing the versatility and capability of the new Dodge Caliber;

-- Enter the iAd through a banner ad on the DISH Home portal that coincides with the TV campaign.

"This new advertising campaign demonstrates to viewers how the Dodge Caliber redefines the compact car with space-efficient packaging, interior flexibility, innovative features and performance," said Mark T. Spencer, Senior Manager -- Dodge Communications. "Caliber buyers are savvy TV viewers who will enjoy the convenience of interactive television to take their first test drive."

The Dodge Caliber ITV ads will run across dozens of cable network channels carried on DISH Network, the world's largest provider of interactive television. The nearly 12 million DISH Network households with interactive-capable receivers will be able to view the enhanced and triggered ads. Chrysler Group, TMG and DISH Network previously collaborated on an ITV campaign in the fall of 2005 for the JEEP brand.

"Chrysler Group is an example of a company going beyond the traditional 30-second commercial to deliver an enhanced, real-time experience to consumers nationwide who never have to leave the comfort of their couches," said Chris Kager, president of TMG's Turner Advertising Group. "TMG is using the power of traditional cable networks along with the flexibility of our eight nationally distributed TV channels on DISH Network to offer advertisers on-screen triggers, 3/4 screen iAds, long-form video, RFI's and set-top box audience analysis. And we're setting the pace for the industry by delivering interactive advertising to three times more homes than any other U.S. provider."

About Chrysler Group

The Chrysler Group, headquartered in Auburn Hills, Mich., produces Chrysler, Jeep(R), Dodge and Mopar(R) brand vehicles and products. The company increased worldwide annual sales in 2005 by five percent to 2.83 million vehicles, making the Chrysler Group the only North American-based automaker to achieve a sales increase last year. Its product lineup features some of the world's most recognizable vehicles, including the Chrysler 300, the Jeep Commander, and the Dodge Charger. The DaimlerChrysler Corporation Fund, the Company's philanthropic arm, gave $26 million in grants in 2005. The Chrysler Group is a unit of DaimlerChrysler AG, the world's fifth-largest automaker, which produces passenger and commercial vehicles including the Mercedes-Benz, Maybach, smart and Freightliner brands.

About Dodge Caliber

Dodge Caliber redefines the entry-level vehicle by combining high value with bold styling and a slew of clever interior innovations. It will appeal to owners around the world who want Dodge attitude packaged with the capability and versatility of a sport-utility vehicle and the affordability and fuel-efficiency of an entry-level compact car.

Dodge Caliber will appeal to up-and-coming buyers who are looking for a compact car that stands out from the crowd and gives them the flexibility to do more in terms of seating friends and storing gear. Caliber has the versatility and flexibility to accommodate their lifestyles, as well as a value price. With a starting U.S. Manufacturer's Suggested Retail Price (MSRP) of $13,985 (including a $560 destination charge), Dodge Caliber is priced $410 below the outgoing Dodge Neon.

About EchoStar

EchoStar Communications Corporation serves more than 12 million satellite TV customers through its DISH Network, the fastest-growing U.S. provider of advanced digital television services in the last five years. DISH Network offers hundreds of video and audio channels, Interactive TV, HDTV, sports and international programming, together with professional installation and 24-hour customer service. Visit EchoStar's DISH Network at www.dishnetwork.com or call 800-333-DISH (3474).