Chrysler Signs On as Exclusive Automotive Sponsor of NBC's New Reality Drama, 'The Apprentice'

* Contestants Will Compete to Become Donald Trump's Protege

AUBURN HILLS, Mich., Jan. 5 -- The Chrysler brand and NBC announced today that Chrysler is the exclusive automotive sponsor of the network's much anticipated new prime-time reality drama, "The Apprentice," scheduled to premiere January 8, 2004 at 8:30 p.m. ET.

"The Apprentice" follows a group of highly motivated and ambitious young entrepreneurs competing for the opportunity to become the protege of Donald Trump. Described as the ultimate job interview, "The Apprentice" is the first reality drama to focus on surviving in the fast-paced world of business. The series was created by Mark Burnett, a well-known producer of reality programming.

The sponsorship package includes full automotive exclusivity, with advertising in each episode throughout the series, promotional spot mentions, and a web site presence. A key component of the sponsorship is the integration of Chrysler into one of the final tasks given to the show's competitors.

"This sponsorship is a natural fit for the Chrysler brand," said Jeff Bell, Vice President, Chrysler and Jeep(R) Marketing. "Chrysler recognizes the competitive drive and skill required to succeed in the marketplace. It's how we market our own passionately designed and precisely engineered vehicles."

"We are thrilled to have Chrysler on board for 'The Apprentice'," said Marianne Gambelli, Executive Vice President, Sales & Marketing NBC Television Network. "Our goal was to develop an integrated marketing sponsorship that not only promoted the Chrysler brand but also engaged viewers in a way that felt organic to the show."

As part of the web-based, view-vote-win component of the sponsorship, viewers will have the opportunity to select one of four Chrysler vehicles to be given to the winning apprentice during the season finale. Chrysler will launch two of the vehicles -- the 300C and PT Cruiser Convertible -- during the run of "The Apprentice." In addition, one viewer will win a Chrysler vehicle in the Chrysler/Apprentice Sweepstakes.

"2004 is an exciting year for the Chrysler brand, as we have new products coming out that are drop-dead gorgeous. We can't wait to see who drives away in the winning vehicle," said Bell.

In addition to the sponsorship package, Chrysler will be hosting local market events to further leverage their sponsorship of "The Apprentice."

In addition to promotions airing on NBC, additional support for "The Apprentice" will be seen in Regal Theaters and magazines as well as on targeted cable, Direct TV, Dish Network and network radio promotions. Additional program information will also be made available on Chrysler.com and NBC.com .

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