Off-Road and Rally Show Debut on Fuel TV Includes Coverage of 2010 General Tire Mint 400 and Baja 300: Powerdays Races

| January 29, 2011

Mad Media, the San Diego-based multi-discipline creative agency, is excited to announce that it signed a multi-show deal with FUEL TV for several action-packed films, focusing on off-road and rally racing, including the 2010 General Tire Mint 400 and the Baja 300: Powerdays races. Both shows will air in February on FUEL TV, the only cable and satellite television network that features the exciting world of adrenaline and thrill-seeking sports and the stories that surround them.

“We believe FUEL TV is the perfect fit for off-road related content,” says Mad Media’s Creative Director Matt Martelli. “They have a perfect audience for these shows-avid motocross riders and off-road race fans. We know there’s a lot of potential for crossover, and we want to share the thrill of off-road racing with these fans.”

The first show to telecast on FUEL TV will be exclusive coverage of the “2010 General Tire Mint 400.” Held just north of Las Vegas, Nevada, the Mint is an annual off-road race that began in 1967. Called the “The Great American Desert Race” in the mid-70s, it features a legendary 400-mile course considered by many to be the toughest in North American off-road racing. The Mint draws hundreds of participants, thousands of fans, and many celebrities. It was depicted in Hunter S. Thompson’s epic novel “Fear and Loathing in Las Vegas” in 1971, which was later made into a feature film starring Johnny Depp and Benicio del Toro. The hour-long show on FUEL TV features Mad Media’s patented style of dynamic cinematography, cut to a modern soundtrack with narration by Dick Ervasti, and will begin airing on February 16, at 8:30pm ET/5:30pm PT.

Following the Mint, FUEL TV will air another exciting show called “Baja 300: Powerdays.” This groundbreaking event took place in Germany and brought the worlds of off-road and rally racing together. “Powerdays” is the brainchild of rally savant Armin Schwartz and features four classes of off-road vehicles racing on the same course, at the same time. The half-hour program showcases rally drivers Ken Block, Peter Solberg, and Gigi Galli, along with off-road racers Jesse James, “Ballistic” BJ Baldwin, Gustavo Vildosola, and Danny Sullivan. Powerdays, which was sanctioned by SCORE International and viewed live by more than 50,000 German race fans, includes some of the most intense off-road racing action ever captured on film. Highlights of the show include BJ Baldwin jumping over Ken Block, while a freestyle motocross team executes tricks over BJ, in the midst of a massive fireworks show! “Powerdays” begins airing on February 23 at 9:00pm ET/PT.

Both the “Mint” and “Powerdays” were produced by Mad Media and directed by Matt and Joshua Martelli (The Martelli Brothers), who have gained notoriety for their groundbreaking “Gymkhana” viral film series, featuring Ken Block. “Gymkhana THREE” was recently selected by YouTube as one of the ten most memorable viral films of 2010, and has already racked up an incredible 23-million views. Combined, the series has netted more than 80-million views, making it the most successful viral film series in history.

“What we’ve been able to prove with the Gymkhana series is that branded content can be an extremely effective marketing tool if produced correctly,” says Mad Media’s Director of TV/Film Production Joshua Martelli. “With the ‘Mint’ and ‘Powerdays’ shows, we’re extending our reach beyond DVD and web delivery and showing that the quality of the programming we deliver must have that same core appeal and that same recipe, if we expect TV viewers to embrace it. We’re psyched to have FUEL TV as a partner in that effort.”

About FUEL TV
FUEL TV is the only cable and satellite television network that features the exciting world of adrenaline and thrill-seeking sports and the stories that surround them. This new generation of sports provides a rich landscape of some of the most vibrant and action-packed television entertainment in the world. See why young adrenaline sports fans call FUEL TV the channel they never turn off. FUEL TV, part of FOX Sports Media Group, was launched July 1, 2003 and is seen in more than 30 million U.S. homes and can be accessed by broadband, mobile devices and other digital platforms such as iTunes®. FUEL TV programming is available in more than 50 countries around the world with 24/7 channels operating in Australia and Europe. To subscribe to FUEL TV, call 877-4-FUEL-TV. For program times and other information, visit www.fuel.tv.

About Mad Media
Mad Media is San Diego based multi-discipline creative agency that offers professional print, web, and film production. Mad Media specializes in creating culturally relevant brand messaging that features professional athletes, musicians, and artists for the action sports, motorsports and mixed martial arts cultures. Known for producing the viral series “Gymkhana,” one of the most successful viral films in history, Mad Media produces premium content for all mediums. For more information go to www.madmedia.com.