Fuse, TRIDENT and Twitter Reinvent TV with "Trending 10," The First Show Sourced From Real-time Twitter Conversation

   Fuse, TRIDENT and Twitter Reinvent TV with "Trending 10," The First Show
                 Sourced From Real-time Twitter Conversation

Multi-Screen Program Will Target Millennial Consumers During Key
Impulse-Purchase And Consumption Moments

PR Newswire

EAST HANOVER, N.J., April 24, 2013

EAST HANOVER, N.J., April 24, 2013 /PRNewswire/ --TRIDENT, the number one gum
brand in the U.S.; Fuse, the national music television network of TheMadison
Square Garden Company; and Twitter are partnering to reinvent TV with daily
cross-platform music entertainment programming called Trending 10, the first
television program to be sourced and produced from real-time Twitter
conversation spikes. Understanding the new multi-screen media consumption
habits of millennial consumers, the partners are bringing music-loving viewers
daily Trending 10 content across multiple screens and platforms.

To view the multimedia assets associated with this release, please click:
http://www.multivu.com/mnr/61243-trident-fuse-trending10-real-time-twitter-conversation

Trending 10 brings viewers the 10 top trending music-related stories of the
day, filtered through Fuse's Heat Tracker technology that measures and
illustrates which artists are generating the largest spikes in Twitter
conversations. The broadcast show, along with "sneak peek" digital shorts,
socially sharable exclusive content (e.g., interviews and articles) and live
online access to the Heat Tracker at Fuse.tv/T10, are all populated by the
real-time social conversations of music fans. Through Trending 10, TRIDENT
will facilitate the social media conversation, be featured in various branded
integrations, and engage with Trending 10 viewers and followers through its
social channels.

"As a leader in the gum category, we are constantly evolving how we engage
with consumers, and Trending 10 allows us to reach millennials where they live
and how they live with multi-screen, multi-platform programming," said Farrah
Bezner, Marketing Director, Mondelez International. "Through the partnership
we'll be connecting with consumers at gum-chewing moments, like when they are
commuting or waiting in line at the checkout. It's important that we're on
their screens when gum might be on their minds, especially because gum is an
impulse category."

The Trending 10 half-hour countdown show airs weeknights at 7:30e/6:30c on
Fuse's linear network. The show is hosted by Fuse personality and co-host of
Top 20 Countdown, Yasmine Richard, along with several guest hosts, including
Dan Brown and Elaine Moran.

"Fuse is a great place for brands like TRIDENT to reach a desirable audience
with music content that is meaningful, accessible, and engaging," said Mike
Bair, President, MSG Media. "Through Trending 10, we've created a truly
innovative platform where social conversations surrounding today's top artists
are being captured and contextualized throughout the day across all screens."

The trio of iconic brands, which were brought together by MediaVest, is
flipping the relationship between television and social media—and moving
beyond TV that drives social engagement to social engagement that drives TV.

"Through this partnership with Twitter, Fuse and TRIDENT will enjoy elevated
access to Twitter data surrounding the music conversation happening in real
time," said Joel Lunenfeld, Vice President of Brand Strategy at Twitter. Music
is one of the top topics most-discussed on Twitter, which sees its over-200
million active monthly users produce more than 400 million Tweets per day.

About TRIDENT Gum

TRIDENT gum, the first national sugar free gum, has long been a pioneer in
providing oral health benefits to consumers.Today TRIDENT  is available in a
wide range of forms & flavors, including TRIDENT Layers, TRIDENT White, and
TRIDENT Splash. TRIDENT is one of Mondelez International's"Billion Dollar"
brands, and is loved by a global community of nine million Facebook fans.
Visit www.facebook.com/tridentgum.

Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse,
with 2012 revenue of $35 billion. Creating delicious moments of joy in 165
countries, Mondelez International is a world leader in chocolate, biscuits,
gum, candy, coffee and powdered beverages, with billion-dollar brands such as
Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco
and Oreo biscuits, Tang powdered beverages and TRIDENT gum. Mondelez
International is a proud member of the Standard and Poor's 500, NASDAQ 100 and
Dow Jones Sustainability Index. Visit www.mondelezinternational.com and
www.facebook.com/mondelezinternational.

About Fuse

Fuse, the national television network dedicated exclusively to music, brings
viewers closer to their favorite artists and bands by featuring original
series and specials, exclusive interviews, live concerts and video blocks –
all rooted in the music experience. Celebrating the hit makers of today,
familiar favorites and edgy newcomers, Fuse accommodates the wide ranging
tastes and attitudes of its 18-34 year-old audience with compelling music
programming on-air, on-line, on-demand, in HD and via mobile technologies.
Fuse is a part of MSG Media, which includes television networks MSG, MSG Plus,
MSG HD and MSG Plus HD, as well as MSG Interactive, which oversees all company
digital initiatives. MSG Media is a division of The Madison Square Garden
Company (NASDAQ:MSG), along with MSG Sports and MSG Entertainment. MSG Sports
includes the New York Knicks (NBA); the New York Rangers (NHL); the New York
Liberty (WNBA); the Connecticut Whale (American Hockey League); and MSG
Entertainment includes concerts and events at Radio City Music Hall, Madison
Square Garden, the Theater at Madison Square Garden, the Wang Theatre in
Boston, the Beacon Theatre, the legendary Chicago Theatre as well as the Forum
in Inglewood, California and manages wholly-owned live entertainment
properties including the Radio City Christmas Spectacular, starring the
Rockettes. Additional information about Fuse can be found at www.fuse.tv.

About Twitter

Founded in 2006, Twitter is a real-time information service on which people
around the world can post ideas, comments and news, plus photos and videos, in
140 characters or less. The service can be accessed through a variety of
methods, including Twitter.com, text messaging, and desktop, mobile, and web
applications. Twitter is available in more than 33 languages. Visit
www.twitter.com or follow @twitter for more information.



Contacts:
Kimberly Fontes        Alan Keane                 Jessica Sigelbaum
Mondelez International Weber Shandwick            Fuse
news@mdlz.com          akeane2@webershandwick.com Jessica.Sigelbaum@msg.com
847-943-5678           212.445.8410               212-324-3427



SOURCE Mondelez International
 
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