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Old 10-19-2005, 05:37 PM   #1
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Default TV Land to Study Boomer Entertainment Trends


Santa Monica, CA, October 19, 2005 - TV Land has secured the services of Ken Dychtwald, the nation's leading expert on Baby Boomers, and his San Francisco-based consulting firm - Age Wave - to conduct a comprehensive study exploring consumer behaviors and attitudes of the Baby Boom generation, generally defined as Americans born between 1946 and 1964. As consultants to TV Land, Dychtwald and Age Wave have been assigned two primary projects: 1) to develop and execute a "state-of-the generation" presentation to TV Land advertisers in March, 2006 and 2) to conduct a national study that examines their social influence and consumer trends on a wide range of issues pertaining to entertainment. The study's findings are slated to be released by TV Land and Age Wave in September, 2006.

Part one of the assignment being undertaken by Age Wave is for Dychtwald to address key TV Land advertisers and media buyers at presentations slated for March, 2006 in New York, Los Angeles, Chicago and Detroit, the nation's four leading media buying communities. During the multi-media presentations, Dychtwald will delve into the psychological, sociological and financial implications of Boomers as the largest generation in American history advances through middle-age. The very first Boomers turn 60 on January 1, 2006. Dychtwald's presentation to the buyers will be culled from a variety of sources including a comprehensive review of existing data about Boomers' wealth, lifestyles, attitudes, media consumption and other key demographic information and draw heavily from insights earned in Dychtwald's 30+ years as a leading authority on the maturation of the Boomer generation.

Age Wave's second mission for TV Land is to conduct a massive landmark national survey examining Boomer attitudes towards media and entertainment, the factors that contribute to their own entertainment choices, what programming content and formats offer them the most appeal and what their current perceptions are of the entertainment industry. The study will also explore such issues as the perceived current and future roles that television, movies, live entertainment, gaming and the internet play and will play in their lives. The survey will be conducted in spring, 2006 and the findings made public next September.

"Baby Boomers are such an important part of TV Land's success that it's natural for us to take the lead in learning what their expectations are from the entertainment industry," explains Larry W. Jones, President, TV Land and Nick at Nite. "There is no better authority on Boomers than Ken Dychtwald and his talented team at Age Wave. They are uniquely qualified to offer insights into how to serve this huge, wealthy and powerful generation as they reach the pinnacle of their lives."

Over the past 30 years, Ken Dychtwald, Ph.D. has emerged as the nation's foremost visionary and original thinker regarding the lifestyle, marketing, financial, healthcare and workforce implications of the "age wave." He is a psychologist, gerontologist and author of eleven books on aging-related issues, including his best-seller Age Wave and his newest book, The Power Years: A User's Guide to the Rest of Your Life <>; (with Daniel J. Kadlec). His strikingly accurate predictions have been featured in many prestigious publications including: The New York Times, The Wall Street Journal, USA Today, The Financial Times, Fortune, Time, Newsweek, Business Week, Inc., U.S. News and World Report and Advertising Age. American Demographics Magazine recently honored Ken Dychtwald as being the single most influential leader in understanding and marketing to aging boomers during the past quarter century.

Age Wave is the nation's leader in market analysis and innovative insights concerning the maturing boomer and older adult sectors. Under the leadership of founder, Dr. Ken Dychtwald, Age Wave has overseen hundreds of cutting-edge research, consulting and communications assignments worldwide. From these activities, Age Wave has developed a deep understanding of the expectations and attitudes towards retirement and the boomers' desires regarding lifestyle preferences and financial preparedness. The Age Wave team works closely with its clients to anticipate new market needs and to develop market positioning, brand development, and distribution strategies that fully capitalize on the unprecedented changes resulting from the "age wave." The company's client list has become a who's who of corporate and government global leadership.
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