April 27, 2006

KTVK-TV and KASW-TV Launch Sweet Connection

Web site for Arizonan Women Features Online Loyalty Program

PHOENIX -- In a move that demonstrates how serious Belo Corp. is about winning in the Internet space, its innovative Phoenix duopoly has launched a non-news Web site, Sweet Connection, just for Arizonan women. The site includes a companion loyalty program, Sweet Rewards.

With its own URL, mysweetconnection.com is published as a weekly online magazine and features fresh, unique content. Special contributors such as comedienne and author, Fran Capo and renowned scrapbooker, Heidi Swapp supply content and answer member questions. The Women of KTVK are featured throughout the site in a Get Healthy Club, Recipe Exchange and Trivia. The highly interactive site boasts numerous groups and message boards to create a social network for Arizonan women. Site registration is free.

Sweet Rewards, which is Sweet Connection's online loyalty program, has a robust prize closet filled with jewelry, gift cards and "Sweet Experiences" prizes unique to KTVK such as golf with a popular on-air personality, a trip to see a Dr. Phil taping and lunch with the Diamondbacks wives. The site is a marketing platform for both TV stations and their websites and provides a great test market for advertisers. Sweet Rewards VIP members pay a minimal annual fee to participate and are given a ticket to KTVK's and KASW's popular Women's Expo or their new Family FunFest when they enroll. Sweet Rewards members earn points by watching TV programs, visiting web sites, taking client surveys, attending events, testing products and volunteering. They also receive member cards good for discounts and earning points. Points are traded in for a chance to win the prizes from the Sweet Rewards prize closet.

The development of mysweetconnection.com and Sweet Rewards took months of collaboration between the Phoenix stations and Belo Interactive in Dallas, which built the back-end including a database warehouse.


KTVK-TV and KASW-TV are part of Belo Corp., one of the nation's largest media companies with a diversified group of market-leading television, newspaper, cable and interactive media assets. A Fortune 1000 company with 7,700 employees and $1.5 billion in annual revenues, Belo operates in some of America's most dynamic markets in Texas, the Northwest, the Southwest, Rhode Island, and the Mid-Atlantic. Belo owns 19 television stations, six of which are in the 15 largest U.S. broadcast markets. The Company also owns or operates seven cable news channels and manages one television station through a local marketing agreement. Belo's daily newspapers are The Dallas Morning News, The Providence Journal, The Press-Enterprise (Riverside, CA) and the Denton Record-Chronicle (Denton, TX). The Company also publishes specialty publications targeting young adults and the fast-growing Hispanic market, including Quick and Al Dia in Dallas/Fort Worth, and El D and La Prensa in Riverside. Belo operates more than 30 Web sites associated with its operating companies. Additional information is available at www.belo.com or by contacting Carey Hendrickson, vice president/Investor Relations & Corporate Communications, at 214-977-6626.

For more information about Sweet Connection, contact:
Teri Lane , Director of Marketing and Interactive Services, 602-207-3423
Blanca Esparza, Manager of Community Relations and Public Relations, 602-207-3331