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Contact: Drew Blakeman
Kratz & Jensen Inc. for MyPrimeTime, Inc.
212-979-2700 ext. 251

MyPrimeTime, Inc. and Leading Baby Boomer Web Site myprimetime.com Launch Convergence Initiative to Produce TV and Radio Programming

SAN FRANCISCO, Jan. 25, 2000 - MyPrimeTime, Inc., an integrated media company, and its baby boomer life empowerment Web site, myprimetime.com, today announced the launch of a major Internet/broadcast convergence initiative to produce and distribute original television and radio programming.

As the first step in this initiative, MyPrimeTime, Inc. and myprimetime.com will move next month to new office space in San Francisco's South of Market/Multimedia Gulch area. Featuring state-of-the-art video and audio production studios, the new space will facilitate the company's creation of television and radio programming tied to content on the myprimetime.com Web site.

Myprimetime.com's first broadcast programming, the "Prime Movers" business interviews on public television's Nightly Business Report (airing Thursday nights), is currently being video and audio streamed on the Web site. Other MyPrimeTime, Inc. programming will be announced as it becomes available for distribution.

"Even though the 81 million members of the baby boomer generation represent the Web's largest demographic group, people aren't online all the time, and there are still a significant number of people who don't have Internet access," said MyPrimeTime, Inc. Co-Founder and CEO Craig Forman.

"The content on the myprimetime.com Web site speaks to this group's desire to find real meaning in their lives. Our aim is to provide this same type of material in other media as well. Now, people will have access to information that will enhance the quality of their lives while driving in their cars or watching television at night," Forman added.

"From the very beginning, our goal has been to provide content in a variety of media that will have a maximum impact on the lives of America's baby boomers," said MyPrimeTime, Inc. Co-Founder and President Helen Whelan. "Operating a Web site in and of itself was never our sole objective. We always envisioned producing television and radio programming along with our interactive content for the Internet."

"Much the way that Henry Ford brought transportation to the masses, we aim to bring life enhancing tools and information to virtually everyone," said MyPrimeTime, Inc. Co-Founder, Vice President and Editorial Director Donald Van de Mark. "Whether on TV, radio or the Internet, we want people to count on us to deliver a brand new, highly personalized and highly useful coaching tool."

About MyPrimeTime, Inc. and myprimetime.com
Empowering people between ages 35 to 54, myprimetime.com is a Web site that provides 81 million Americans with a voice - as well as tips, tools and even a little inspiration to help them make positive changes in their lives. The four principal content areas on the site are Money, Work, Health and Play. Users get finely edited content to help them reach their goals, including how to accelerate a savings plan, slow the aging process, start a business and plan the vacation of a lifetime. According to MyPrimeTime, Inc. Co-Founder and Editorial Director Donald Van de Mark, the myprimetime.com Web site is "a personal trainer for your life." Myprimetime.com, part of MyPrimeTime, Inc., an integrated media company, is based in San Francisco, CA.

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