December 24, 2004

Viacom Outdoor Latino has been enlisted to launch the largest ever Hispanic out-of-home media campaign in the San Francisco/ San Jose market for the launch of KRZZ "La Raza 93.3," it was announced by Arthur Rockwell, Vice President of Sales for Viacom Outdoor Latino. KRZZ is owned by Spanish Broadcasting System.

The media plan is a comprehensive campaign entailing a massive outdoor media presence, including signage on buses, bus shelters, BART rail system station and car displays and billboards. The campaign will also feature wrapping five cars on the CalTrain rail system, which travels between San Francisco and San Jose, with dramatic graphics.

Specific terms of the contract are not being disclosed, but it is generally believed to be the largest out-of-home Hispanic media campaign in the history of the San Francisco/ San Jose marketplace.

"This is an unprecedented out-of-home campaign for Hispanic media in the San Francisco/ San Jose marketplace," said Rockwell. "Viacom Outdoor Latino continues to set the standard for clients looking to tap into Hispanic media markets across the country, and this latest effort on behalf of Spanish Broadcasting System further demonstrates the depth and market penetration only Viacom Outdoor can deliver on a consistent basis."

"We are extremely pleased to have partnered with Viacom Outdoor Latino on launching KRZZ in the Bay Area," said Raúl Alarcón, Chairman and CEO of SBS. "We are putting considerable resources into building our presence in this dynamic market, and only Viacom Outdoor could offer the positioning and placement in the region that would ensure the kind of visibility and exposure we needed during the critical launch phase of La Raza 93.3 in the Bay Area."

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