Discovery
Wings Channel And Microsoft “Flight Simulator” Unite For Centennial
Milestone
Reciprocal
Branding Agreement Supports Launch of Microsoft “Flight Simulator 2004:
A Century of Flight” and Discovery Wings Channel’s Celebration of 100
Years of Flight
SILVER SPRING, Md. - April 8, 2003 - Discovery Wings Channel and Microsoft® "Flight Simulator" today announced that they have entered into a unique strategic marketing alliance dedicated to the world of aviation. The alliance supports Discovery Wings Channel and Microsoft "Flight Simulator 2004: A Century of Flight," the latest edition of the award-winning flight simulator software. Under the terms of this landmark agreement, Discovery Wings Channel will produce and air a one-hour documentary, entitled FLIGHT SIMULATOR, premiering July 2003. Featuring Microsoft "Flight Simulator 2004: A Century of Flight," the documentary will bring viewers innovation, nostalgia and the "as real as it gets" experience of simulated computer flight. The documentary special will demonstrate how flight simulation is used today-in military, commercial, civil aviation training, and personal computing environments. The premiere of FLIGHT SIMULATOR is targeted for this summer, in conjunction with the scheduled release of Microsoft "Flight Simulator 2004: A Century of Flight." "This agreement demonstrates the growing strength of Discovery Wings Channel, and provides a compelling way to reach a perfectly targeted audience," said David Karp, senior vice president and general manager, Discovery Wings Channel. "We are thrilled to partner with Microsoft 'Flight Simulator' to promote the launch of its new title, the FLIGHT SIMULATOR program, and our yearlong Centennial of Flight celebration on the network."
This alliance was created by Edelman, one of Microsoft Corp.'s agencies, and highlights the increasingly strong relationship forming between mainstream entertainment outlets and the emerging games industry. In addition to exposure on Discovery Wings Channel, Web content containing documentary and simulation footage and additional related information will be created and shared via this co-branded alliance, with Microsoft giving Discovery Wings Channel supplementary exposure within Microsoft "Flight Simulator 2004: A Century of Flight" in the form of links and videos. Furthermore, Microsoft will provide Discovery Wings Channel with sneak preview content from Microsoft "Flight Simulator" for promotional and marketing purposes. In addition to serving as the simulation backdrop for FLIGHT SIMULATOR, the new Microsoft simulator will be featured on the Discovery Wings Channel in several episodes of the 13-part LEARNING TO FLY series, premiering in April. Discovery Wings Channel will also promote programming featuring Microsoft "Flight Simulator" across numerous other Discovery Networks.
"Flight was one of the most pivotal innovations in the history of the world, and working with a partner as dedicated as we are to the awe and importance of flight is an ideal way to celebrate the landmarks of aviation," said Bruce Williams, business development manager for Microsoft Games Studios.
Microsoft "Flight Simulator 2004: A Century of Flight" is the next milestone in the award-winning "Flight Simulator" franchise, and a celebration of 20 years of developing and perfecting computer flight simulation. "A Century of Flight" allows aviation enthusiasts and casual players alike to experience history at the controls of historic aircraft, such as Charles Lindbergh's Ryan NYP "Spirit of St. Louis," the Douglas DC-3 and the world's first successful powered aircraft, the 1903 Wright Flyer.
LEARNING TO FLY and FLIGHT SIMULATOR are part of Discovery Wings Channel's yearlong initiative to celebrate the Centennial of Flight, with programming that showcases the stunning developments made in the first 100 years of powered flight. The Centennial celebration launched in December 2002, and will culminate on December 17, 2003, with the 100th anniversary of the Wright Brothers' first flight at Kitty Hawk, N.C. Throughout the year, Discovery Wings Channel will showcase a variety of new, original programming to celebrate the Centennial.
ABOUT MICROSOFT GAME STUDIOS
Microsoft Game Studios is a leading worldwide publisher and developer of
games for the PC, Xbox™ video game system and online platforms.
Comprising a network of top developers, Microsoft Game Studios is
committed to creating innovative and diverse game portfolios for the PC (http://www.microsoft.com/games/),
including such franchises as "Flight Simulator," "Age of
Empires®" and "Zoo Tycoon™";
Xbox (http://www.xbox.com/),
including such franchises as "Halo™," "Project Gotham
Racing™" and "NFL Fever"; and Zone.com (http://www.zone.com/),
the official games channel for the MSN® network and home to such hits as
"Bejeweled" and "OutSmart™."
ABOUT DISCOVERY WINGS CHANNEL
Discovery Wings Channel is part of Discovery Networks, U.S., a unit of
Discovery Communications, Inc., which also operates and manages the
Discovery Channel, TLC, Animal Planet, the Travel Channel, Discovery
Health Channel, Discovery HD Theater™, Discovery Kids Channel, Discovery
Times Channel, The Science Channel™, Discovery Home & Leisure
Channel and Discovery en Espańol. The unit also distributes BBC AMERICA.
# # #
Microsoft, Xbox, Age of Empires, Zoo Tycoon, Halo, Project Gotham Racing, MSN and OutSmart are either are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.
Contacts, press only
For Discovery:
Catherine Frymark, (240) 662-2934, Catherine_frymark@discovery.com
Patricia Frith, (310) 440-4803, patricia@pfmarketing.com
For Microsoft
Rebecca Holmes, (206) 223-1606, rebecca.holmes@edelman.com
Beth Gillespie, (206) 223-1606, elizabeth.gillespie@edelman.com
