June 7, 1999
Honda to Sponsor Syndicated Content
By Sloane Lucas

Studio One Networks this week will offfer sponsored, syndicated content with Honda as a
charter sponsor.

The first two "programs," Driving Today and Gamers Today, will run on portals and on
automotive and gaming sites. The sponsorship was brokered by Santa Monica, Calif.-based
rpinteractive, the digital arm of Rubin Postaer and Associates, whose roster includes
Honda.

"We're taking advantage of the fact that the Net is so fragmented and that sites need
content," said Andrew Susman, CEO of New York-based Studio One Networks. Content is
offered in text and audio format, although video may be rolled out later. The first sites
to sign up include Dimension Publishing's gaming sites PS Extreme and Voodoo,
Autoguide.com, The DoubleClick Network, ESPN Infoseek Racing, and Cablevision's EZ Seek
Auto Channel.

Sponsors pay to support the content. Although Honda is currently the only sponsor of the
first two programs, other non-competing advertisers could also sign as sponsors. Future
plans include e-commerce areas that could generate revenue for both Studio One and
sponsors.

Sites that want -- and are approved to run -- Studio One content can post it for free. Web
sites may garner revenue by selling ad space on the content area, providing ads don't
compete with existing sponsors.

Studio One hopes to have six to eight shows by the end of the eyar, covering health,
fashion and technoogy, among others. Content is developed in-house under the direction of
industry veterans. The automotive content, for example, is overseen by Jack Nerad, former
editor of both Motor Trend Magazine and Automotive Age Magazine. Cyberplay columnist
Steven L. Kent oversees the gaming content. Studio One has also been appraoched to develop
customized, non-sponsored content.

Studio One was founded in late 1997 by Susman, a former director if business development
and Time Inc. New Media, and chairman Robert Blackmore, a former executive vice president
at NBC Television Network. Studio One has consulted with various sites including CTW
Online, developing content sponsored by Ford and Procter & Gamble. Studio One also
developed sponsored content for Softbank's ad rep division, which has since been sold.