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Press Release

February 2, 2011

The Weather Channel Partners with Allstate and Toyota to Rev Up Extreme Weather Driving Challenge for Safer Roadways

Consumer Quiz and Interactive Cross-platform Campaign Demonstrates Severe Weather Driving Safety Techniques

In an effort to help educate U.S. drivers and to help make our roads safer, The Weather Channel® has teamed up with Allstate Insurance Company and Toyota to present The Extreme Weather Driving Challenge. An on-air special, video vignettes and a website with a consumer quiz offering life-saving tips for weather-related road hazards to visitors of The Weather Channel on air, online and on mobile.

With the recent severe weather experienced across the country, it's always a good idea to know how to drive safely in snow, fog, flood conditions, or when encountering black ice.  In order to help consumers learn an immediate course of action when faced with these conditions, The Extreme Weather Driving Challenge asks, "Are you up for the challenge?"  The effort will include an on-air special, on-air vignettes during "Local on the 8s," and an online experience at weather.com on mobile browsers.

The original one-hour special, "The Extreme Weather Driving Challenge," will premiere February 11, 2011 at 8 p.m. ET with an encore at 11 p.m. ET. Additional airdates include February 12, 16 and 18 at 8 and 11 p.m. ET. The special includes professional stunt drivers demonstrating driving techniques on a closed course in some of the most severe weather.

Audiences have the opportunity to participate in a quiz currently available online and on mobile browsers to test their knowledge about what to do in severe weather driving scenarios. The site and the mobile Web minisite at http://ewdc.mtiny.mobi/ will offer the Extreme Weather Driving Challenge Quiz, driving safety tips and behind-the-scenes video to help consumers sharpen their defensive driving skills and learn to protect themselves from seasonal extreme weather.

The interactive show will drive viewers from television to weather.com with quiz questions and driving tips. Partnership involvement includes contextual driving content, behind the-scenes videos, weather-triggered spots, co-branded promotional units, and other supporting media.

For more about the Extreme Weather Driving Challenge or to take the quiz, learn severe weather driving techniques, and help keep roads safe, please visit www.weather.com.


About The Weather Channel Companies
The Weather Channel companies (TWCC) are made up of The Weather Channel® television network, The Weather Channel digital properties, and WSI. The Weather Channel is based in Atlanta and is seen in more than 100 million U.S. households. TWCC also operates Weatherscan®, a 24-hour all-local weather network; The Weather Channel Radio Network; and The Weather Channel HD. The most popular source of weather news and information, TWCC properties reach 60 million monthly Web consumers (weather.com and Desktop) and 32 million monthly mobile users (mobile Web and applications) and offers the second most popular mobile app on all smartphones. WSI, headquartered in Andover, MA, primarily provides business-to-business weather services, particularly for the media, aviation, marine and energy sectors. TWCC is owned by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, visit www.weather.com/press.