Americans in Their 40s and 50s Are Far More Likely to Describe Themselves As the TV Generation Than As Baby Boomers, TV Land Study Finds Study Provides Surprising Insights into Most Meaningful Cultural and Historical Events of Boomers' Lives

ANAHEIM, Calif., Oct. 27 -- The 78 million Americans born
between 1946 and 1964 -- commonly referred to as Baby Boomers -- are far
more likely to describe themselves as The TV Generation than Baby Boomers,
a new study from TV Land has found. Additionally, the study found that the
most meaningful cultural and historic events of Boomers' lives were not
Woodstock and the war in Vietnam, as many would believe. Rather, the birth
of cable television and the 1986 Space Shuttle Challenger explosion ranked
as the overall most meaningful cultural and historic milestones in their
lives, respectively.

The study was conducted by Latitude and commissioned by TV Land as part
of its on-going efforts to gain a deeper understanding of how to best
communicate with America's 78 million Baby Boomers. It was released at
Life@50+ AARP's National Event & Expo held this weekend at the Anaheim
Convention Center. More research on this generation will be expressed by TV
Land when the network unveils TV Land's New Generation Gap Study in New
York on Tuesday, November 14, 2006.

By and large, Boomers are a diverse generation and many do not strongly
identify with the "Boomer" label. One quarter of the 40-60 year olds polled
said they felt that Baby Boomers were older than they feel and 57%
expressed feeling younger than their actual current age would suggest. Of
the respondents, only 20% described themselves as Boomers, while 56%
described themselves as belonging to The TV Generation. The study was
conducted via an online survey of 1,200 persons in their 40s and 50s
earlier this year.

The study also asked respondents to choose the most meaningful cultural
and historic events of their formative years. Their top five cultural
events were:
* The birth of cable television 45%
* The creation of color television 40%
* The death of John Lennon 37%
* The disco era 33%
* The death of Elvis 29%

When asked about the most meaningful historical events of their
formative years, the top five responses were:
* The Space Shuttle Challenger Explosion (1986) 57%
* John F. Kennedy's assassination 52%
* The war in Vietnam 52%
* Ronald Reagan's term as President of the U.S. 42%
* Nixon's Resignation/Iran Hostage Crisis/ 38%
Discovery of AIDS (tie)

"This study challenges a lot of assumptions we all make about Baby
Boomers and these findings remind us that a generation 78 million strong is
not in any way monolithic or singular," explains Larry W. Jones, President
of TV Land and Nick at Nite. "As a society, many of us wrongly believe
Boomers would cite Woodstock as the top cultural event in their lives and
the findings illustrate the dangers of making broad based assumptions about
or stereotyping Boomers."

"In many ways, it's not surprising that the first generation of
Americans to grow up alongside television would embrace the TV Generation
moniker more so than the Baby Boomer label," explains Tanya Giles, Senior
Vice President, Research, TV Land. "While it may be useful shorthand to
refer to this generation as Baby Boomers, we know the importance of
speaking to this generation's life stage and making emotional connections
through thoughtful and insightful communications."

About Latitude

Latitude is an innovative custom audience research and consulting firm,
with a dedicated focus on television, the Internet, print, and
cross-platform convergence. By creating a sophisticated bridge between
business strategy and audience preferences, Latitude provides clients with
actionable insight for content development, marketing strategy, and new
business opportunities.

Television and Advertisers Missing the Mark - and Market - With Large Boomer Audience, TV Land's New Generation Gap Study Finds

NEW YORK, Nov. 14 -- Baby Boomers are frustrated that
television and advertisers place too much emphasis on younger audiences and are missing the chance to connect with Boomers in their peak earning and spending years, according to the findings in TV Land's New Generation Gap Study.

The landmark study, which included input from more than 4,000 respondents nationwide, was commissioned by TV Land, a unit of Viacom Inc.'s MTV Networks, to deepen the networks'
understanding of Boomers and was conducted by San Francisco-based Age Wave under the direction of its president, Ken Dychtwald, Ph.D., the nation's foremost authority on Baby Boomers, and Harris Interactive(R).

Boomers expressed outright annoyance that television and advertisers place an undue emphasis on younger demographics. And, the study's findings reveal that Boomers are actually less likely to watch shows or respond to ads they feel ignore or disrespect them. A mere 3% of the Boomers polled describe themselves as extremely satisfied with TV programming options
available to them. Over half (53%) claim to pay little to no attention to ads they feel target young adults while a third (33%) say that they are actually less likely to buy those products.

"TV Land's New Generation Gap Study reinforces what most of us have known intuitively all along: that the widely accepted practice of primarily targeting younger consumers is just plain wrong," explains Larry W. Jones, President, TV Land and Nick at Nite. "There is a clear and immediate need for marketers to rethink this approach when it comes to serving America's
78 million Baby Boomers, who are now in their power years."

"Boomers have transformed every phase of life they've gone through and they fully expect to be taken seriously as middlescent men and women," said Ken Dychtwald, Ph.D., America's leading expert on Baby Boomers and author of twelve books on aging-related issues. "This study serves as a wake-up call for all media looking to win the hearts, minds and wallets of the largest and most influential consumer group America has ever known."

TV Land's New Generation Gap Study found several potent themes including:
The Midlife Crisis is Over: Middlescence has Begun
Empowered and confident, 40-59 year olds have hit their stride and look forward to their future. 40-59 year olds are gearing up, not winding down.
- Boomers in their 40s and 50s are three times more likely to say the best years are ahead of them, not behind them (76% best years are ahead vs. 23% best years are behind them)
Compared to younger adults 18-39, Boomers are more likely to feel ...
- Liberated
- Accomplished
- Successful
- To have achieved balance, stability and comfort

In Middlescence, Boomers are Clearly the New Power Demographic
According to secondary data, in their peak earning years, boomers now have a total buying power representing $2.3 trillion in annual household expenditures, exceeding 18-39 year old households by more than 50%. This new Power Demo has the most money of any media audience and they are spending it today across more product categories and services than any other age group.
- Boomers have the highest discretionary income and are responsible for a disproportionate share of purchases in nearly every consumer category ranging from clothing and airline tickets to financial services and pharmaceuticals to new autos and computer equipment and even cell phone service.
- And Boomers are willing to spend far more than younger adults on technologies and services that enhance their TV viewing experiences.

Generational Profiling - Prejudice Distorts Reality
Misperceptions about 40-59 year olds are pervasive in society. The public (including many television and advertising professionals) falsely believes that 40-59 years olds are over the hill or set in their ways. The study revealed quite the opposite.
- Even though Boomers have far more spending power, advertisers pay an average of 25-50% more to reach younger viewers, according to secondary data.
- Boomers are just as likely as young adults to say ...
- I'm always looking to learn or experience something new.
- I am looking for more ways to have fun in my life.
- I am seeking out experiences that give more meaning in my life.
- Young adults dramatically overestimate Boomers' resistance to change. In fact, Boomers are almost four times more open to new ideas and \ experiences than younger adults think they are.

The TV Generation is Turned On, but is Increasingly Tuning Out
Millions of Boomers are growing increasingly dissatisfied with media that ignores them and are tuning out.
- Only 3% of Boomers say they are extremely satisfied with TV programming options available to them.
- Study respondents believe that nearly two-thirds of TV programming and television advertising is targeted at those under 40.
- Over 1/3 of Boomers - representing more than 25 million men and women - are dissatisfied with TV programming options.
- Boomers are significantly more likely than young adults to say TV does a poor job of:
- Reflecting the values of their life stage
- Providing characters relevant to their life stage
- Providing stories and plots relevant to their stage of life
- Reflecting their lifestyle preferences
- Half of Boomers pay minimal attention to ads targeting young adults; a third are actually less likely to buy the advertised product.

If You Build It, They Will Come: Bridging the Generation Gap
This new "Power Demographic" is hungry for media content and products that meet their needs. If you give Boomers what they want and speak to their interests, preferences and aspirations, they will tune in and turn on. Smart marketers can reap the benefits of this powerful opportunity.
- Boomers are just as likely as young adults to be open to buying new products and services (71%/71%) and to be influenced by effective advertising (55%/55%).
- Adults in their 50s are more likely than those in their 40s to say they want to see more ads for products and services people their age want to buy.
- Boomers who are most influenced by advertising describe themselves in positive terms such as ...
- Looking for ways to have more fun
- Believing it's important to give back to society
- Seeking experiences that give more meaning to life
- Believing that this is the time in their life when they should accomplish something significant.
- The following elements will draw Boomers to programming ...
- Well developed plots that tell a great story
- Great writing
- Humor they can relate to
- Satisfying, interesting and even unpredictable programming According to Tanya Giles, TV Land and Nick at Nite Senior Vice President of Research and Planning, "The TV Land New Generation Gap Study forces everyone in media and advertising to take a hard look at how an overemphasis on youth may be turning off the largest and most affluent generation in history. This generation is tired of being seen through an antiquated prism of what it means to be over the age of 40. "

On a lighter note, the Boomers polled were asked about the best TV shows and ads of all time. Among Boomer Men, the top shows of all time are:
- M*A*S*H
- Star Trek
- The Andy Griffith Show
- 24 tied with . . .
- Seinfeld

Among Boomer Women, the top shows of all time are:
- CSI
- M*A*S*H
- Law & Order
- I Love Lucy tied with . . .
- ER

When asked about all-time favorite TV commercials, the largest
percentage of both Male and Female Boomers cited Wendy's "Where's the Beef?" ads and Budweiser Frogs commercials, respectively.

Among Boomer Males, the favorite commercials of all time are:
- Wendy's "Where's the Beef?"
- Budweiser Frogs
- Coke with Mean Joe Greene
- GEICO ads
- Coke -- "I'd Like to Teach the World to Sing"

Among Boomer Women, the all-time favorite commercials are:
- Wendy's "Where's the Beef?"
- Budweiser Frogs
- GEICO ads
- Coke -- "I'd Like to Teach the World to Sing"
- Coke with Mean Joe Greene

TV Land enlisted the services of Age Wave to deepen the network's understanding of its target audience, the majority of whom are Baby Boomers, to gain further insights into how to program and market more specifically to their tastes and needs. Boomers are finding themselves at the pinnacle of financial success, yet few marketers speak directly to this generation, which is largely defined as those born between 1946 and 1964.
The survey was conducted by Harris Interactive(R) and asked 4,220 U.S. adult respondents about Boomers' perceived social influence and how they consume a variety of entertainment choices.

Study Methodology
This survey was conducted online within the United States by Harris Interactive on behalf of TV Land and Age Wave between April 28 and May 15, 2006 among 4,220 adults (aged 18 and over) -- 1,655 were 40 to 59 years old. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their
actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online. With a pure probability sample of 4,220, one could say with a ninety-five percent probability that the overall results would have a sampling error of +/- 1.51 percentage points. However, this does not take other sources of error into account. This online survey is not based on a probability sample and therefore no theoretical sampling error can be calculated.

About Age Wave
Age Wave was created in 1986 to guide leading companies and government groups worldwide in product and service development -- geared to aging boomer and mature population segments. The company's far reaching explorations and innovative solutions have fertilized and catalyzed a broad spectrum of industry sectors from vitamins and cookies to automotive design and retail merchandising to mutual funds and health insurance.
(http://www.AgeWave.com)

About Harris interactive(R)
Harris Interactive is the 12th largest and fastest-growing market research firm in the world. The company provides research-driven insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for the Harris Interactive Poll, one of the
longest running, independent opinion polls and for pioneering online market research methods. More information about Harris Interactive may be obtained
at http://www.harrisinteractive.com.

Baby Boomers Uniquely Positioned to Embrace Emerging Entertainment New Media, TV Land's Joy of Tech Study Finds

Deeper Pockets and Rich Appreciation of Technology Benefits Drive Boomers' Desire to Utilize Entertainment Bells and Whistles

NEW YORK, Jan. 2 -- Having witnessed the tech revolution, Baby Boomers are wiling to embrace and purchase today's emerging entertainment offerings, according to the findings in TV Land's Joy of Tech Study. Having grown up alongside television -- watching man walk on the moon and The Jetsons showcase a tech-filled futuristic lifestyle -- it stands to reason that the study found that TV entertainment is the key driver for Boomers adopting new media technologies. 78 million strong and $2.3 trillion in annual spending, outpacing 18-39 year olds by 53%, Baby Boomers have the numbers, financial means and desire to create their "digital nest" -- a place where new media technology is employed to create both a personal escape as well as an entertainment hub for family and friends.

TV Land's Joy of Tech study revealed that when looking to new entertainment technologies, Boomers consider the "4 C's" or four key factors: control, choice, clarity and community. They want devices which allow them to control when they watch their favorite shows, technology to bring them content choices, the clarity of an audio and visual experience that rivals the theater within the comfort of home and an experience that creates a community connecting them with others. The "4 C's" are often the factors by which Boomers determine their entertainment technology purchases. The generation known for advocating change, Baby Boomers are uniquely positioned to appreciate and use technology, separating themselves from older and younger generations. Unlike older generations, Boomers feel that they are youthful enough to fully embrace and be comfortable with technology, but not too young to take for granted the positive changes technology has brought to the world, as younger "tech native" generations do.

TV Land's Joy of Tech Study, fielded by Latitude Research, was a multiphase project using qualitative and quantitative techniques. Adults
aged 20-60 participated in the study. The project was commissioned by TV Land, a division of Viacom Inc.'s MTV Networks (VIAB), to provide
information on what motivates Boomers to use and buy various entertainment technologies. The study is part of TV Land's overall commitment to understand and superserve the Baby Boom demographic, the first generation of Americans to grow up watching television.

"The Joy of Tech Study shows us that Boomers are an underserved market as far as entertainment technology goes," said Larry W. Jones, President, TV Land. "It's clear that Boomers love technology and embrace new media products. Considering the fact that Boomers have more money than any other demographic to spend, I'm sure cable operators, manufacturers and anyone
else who owns or distributes these products will be very interested in this research as they evaluate their business and marketing plans. If there is
one theme we are finding in all of our research across the board, it's that Boomers should not be overlooked."

"Countering common misperceptions that Boomers are tech-phobic, we found that Boomers' historical relationship with technology and TV makes them crave emerging entertainment products and services that enhance their viewing experience," adds Tanya Giles, Senior Vice President, Research and Planning, TV Land. "We know that 65% of Boomers have tried a new technology in the last three years. The Joy of Tech study shows us that Boomers are flocking to these new devices to give them control over and enhance their quality of life. This is the generation that made status symbols out of cars and they are doing the same thing with new media products using high tech home theater systems and other tech products to define who they are."

Key findings from the Joy of Tech study show that for many Boomers, understanding and using technology is a badge of honor. They are young
enough to be comfortable with and embrace technology but not too young to be able to appreciate what this evolution has brought society. They like to keep up with tech developments because:
- it's good to be in the know and stay up-to-date
- it's good to keep up with what their kids are involved in
- it's good to seem current to kids
- for many, it's just plain fun
The study found that for Boomers, TV entertainment is the primary driver which means that entertainment technology choices are shaped by the desire to maximize this experience. They are looking to improve their entertainment experience in terms of the 4 C's: control, choice, clarity and community.

Control means to Boomers the convenience of having easy access to get what you want, when you want. It gives them access to programming they might have otherwise missed. Boomers feel it gives them a richer, more satisfying TV experience. They see Tivo/DVRs and VOD as having freed them from "the tyranny of network programming schedules" by allowing them to
time shift. One out of three Boomers (28%) say "allowing you to control when you have your entertainment" is the most important factor in their decision to buy entertainment technologies.

Increased content options, and the ability to find exactly what they want is the freedom of choice and more options that Boomers are looking
for. Study participants identified the vast array of content as the biggest and best change in TV in their lifetime. Most Boomers feel anything they
could want is now available to them and if they have access to Tivo/DVRs or VOD the choices are multiplied even further. Over 40% of all Boomers
believe that "providing a large variety of options" is a very important benefit of new technologies.

Clarity is important to Boomers as the quality and vividness of the entertainment experience (e.g., HDTV and home theaters) is a strong theme
in these findings. Boomers are using and deriving the greatest benefit from technologies that improve the in-home TV experience. More than half of Boomers (58%) feel that "providing high quality viewing and listening" is a very important benefit of new technologies.

Technology creates a sense of community allowing Boomers to connect with friends and family, either through content that is watched with others (i.e., bringing back family hour, socializing with friends) or by keeping them up to date on content that others are watching and that they may not have seen (i.e., the watercooler effect). The enhanced technology also brings people back to the family viewing experience as everyone gathers around the best TV in the house with access to the most programming. Nearly one in four Boomers believe that "allowing connection with friends and family" (21%) and "helping you keep up with entertainment that friends and
family enjoy" (25%) are very important benefits of new technologies.

Another key finding from the study is that Boomers are looking to build a "digital nest" -- a place in which they can comfortably engage with and experience entertainment while relaxing in their home. They are creating high tech zones and entertainment centers that are a social hub for their family and friends. Boomers' technology decisions and purchases are often based on this desire to enhance this home entertainment experience. With TV being the most important entertainment source to Boomers, it follows that
Boomers use technology to enhance their relationship with programming content. They do this in a variety of ways including seeking out background information on shows online, using devices to introduce favorite programs to friends and family, interacting both on and offline with programs and customizing play lists on a variety of tech devices ranging from DVRs to MP3 players.

The study also found that most Boomers are not deterred by high costs that are often associated with new technologies. In fact, other TV Land
research showed that Boomers are prepared to spend far more than younger generations on technologies that enhance their TV viewing experience ($88 per month for Boomers vs. $64 a month for young adults 18-39). Furthermore,
the Joy of Tech study showed that technology for the sake of technology isn't compelling.

Technology for the sake of convenience, a more vivid viewing experience and ease of use are the key factors in the decision to purchase and when
the criteria are met, Boomers are willing to pay high costs to acquire these benefits. While price isn't a barrier, neither is the perception that
new technologies are too complicated.

Products and services that Boomers gravitate toward as they build their in-home experience include:
HDTV -- Boomers are adopting technologies that optimize their entertainment experience, making them great candidates for HDTV. They value
the crisp, clear image of HD as well as the convenience of a theater experience without movie theater hassles. Boomers recognize that HD is
where TV is headed.
Tivo/DVRs -- Boomers use DVRs for time shifting and access to increased content. Tivo/DVRs allows them to sample new programming and create a collection of their own on demand programming, all of which makes TV an overall more satisfying experience.
VOD - Boomers appreciate VOD's increased options, convenience, ease and VCR functionality, however many still feel there is a lack of programming variety. VOD also appeals to those who are looking for a more spontaneous
viewing experience.
Online TV - Research shows that Boomers are heavy Internet users with more than half having high speed access at home. The Joy of Tech study
found that Boomers look forward to accessing and viewing content online and tapping into the Internet as a great big library of TV programming. Over 80% of Boomers are currently watching short-form content including trailers, sports and news clips online and one-quarter are watching full
length TV shows or movies.

The findings support a segmentation study showing that Boomers can be divided into five groups based on their use of and relationship to new media technology:
Mobile Enthusiasts
Defined by the importance placed on new technology allowing them to take their entertainment with them. The most upscale segment, and most
technologically cutting edge -- though TV programs are still their #1
source of entertainment.
The Cinema Experience
Most attached to their home theaters and HDTVs of any segment. Highly
value clarity and a vivid lifelike entertainment experience. Do not think
it's important that new entertainment technology save them time or simplify
their lives. Most likely of any segment to use satellite radio and wireless
PDAs.
American Idolaters
This group is defined by the importance they place on interactivity of
new entertainment technologies. They watch the most TV of any segment and
are the most likely to watch competition reality. They are also the most
likely to watch full-length TV/movies on the internet, and place high
importance on keeping up with new technologies.
Family Time
The most likely to have children under 18 in the home, this group is
defined by the high importance they place on two benefits of new media
technologies: saving them time/simplifying their life, and connecting with
friends and family -- either by sharing the entertainment experience or
merely keeping up with things their friends and family enjoy. They are the
most likely to own a video game system.
Simple-Seekers
Specifically uninterested in keeping up with technology for its own
sake, this group places high importance on anything that simplifies their
lives and makes it easier for them to access the entertainment they want,
when (but not where) they want it. They watch less TV than the other
segments, are most likely to use VOD, and are most attached to their
Tivos/DVRs (among those who own them).
TV Land's Joy of Tech Study was done in three phases. First, a series
of 10 in-depth interviews with Boomers was conducted to provide initial
content and insight necessary for development of the second phase, an
online quantitative survey with 2,036 respondents representing adults in
their 20s, 30s, 40s and 50s. Then, in phase three, 10 in-home ethnographies
were conducted with Boomers. All study participants met and often exceeded
the following criteria: have cable and/or satellite TV, average one hour or
more of TV viewing in the evening (7pm- midnight), use the internet weekly
for reasons more than e-mail and connect to the internet from their home.
About Latitude
Latitude is an innovative custom audience research and consulting firm,
with a dedicated focus on television, the Internet, print, and
cross-platform convergence. By creating a sophisticated bridge between
business strategy and audience preferences, Latitude provides clients --
including MTV Networks, Time Warner, Scripps Networks, Yahoo!, Conde Nast,
and EMI -- with actionable insight for content development, marketing
strategy, and new business opportunities.