IMMEDIATE PRESS RELEASE (Please Forward to Friends and Family)

My Local Lineup to Launch All Surf, All Local TV Show

Starting Feb. 5, San Diego County Will Have a New Surf Episode Playing Every Week on Local Cable, Highlighting San Diego’s Treasure Trove of Competitive Talent, Industry Force, and Beach Lifestyle

WHAT, WHEN, WHERE. San Diego, CA (January 14, 2009) -- My Local Lineup, an action sports media company based in San Diego, is launching a new TV show all about surfing for all of San Diego County. My Local Lineup TV will air every Thursday at 6:30pm and Monday through Friday at 12:30am on iTV channel 16. Like the company’s website, mylocallineup.com, My Local Lineup TV is committed to an all-inclusive and locally-oriented approach, aiming at a portrayal of surfing that captures the multifaceted nature of our lineups, industry, and lifestyle. In that vein, My Local Lineup TV presents three shows: Top Turns, Drawing the Line, and Caught Inside. (See the TV commercial for My Local Lineup TV.)

TOP TURNS. Top Turns will cover the contest scene and focus on the local competitive talents of the sport, whether it be shortboarding, longboarding, or stand-up. Top Turns cameramen, hosts, and hostesses will select a different surfer for each episode and will follow that surfer’s performance during a particular contest, presenting his or her profile, highlighting some of his or her top rivals, and putting on the screen a heat-by-heat coverage of the surfer’s showdown. And after a number of episodes and a thorough assessment of the San Diego talent, the hosts of Top Turns, assisted by different advising committees, will announce the San Diego 20 Top Turns for ten different divisions, ranging from men and women shortboard to boys and girls longboard.

DRAWING THE LINE. Taking a break from the competition quarters, Drawing the Line features the local surf community through the lens of the industry, in terms of board building, movie making, and more. Through this show, My Local Lineup will introduce the people behind the end product, their miscellaneous background, surfing life, typical day, and industry work. By probing into the life of those in the industry, Drawing the Line will aim at capturing the inner workings that drive trends and shape the highly coveted lifestyle of the Southern Californian surfer.

CAUGHT INSIDE. Caught Inside will shift the angle from the industry to the lifestyle itself, by tracking the footsteps of surfers on land and by navigating through different party scenes, art galleries, movie premiers, and the like. In a three-fold approach, the show will have interviews with the organizers and artists, as well as various takes with surfers before, during, and after the event.

EXTRAS & EXTRAS. Then, as a regular feature of Top Turns, Drawing the Line, and Caught Inside, there will be two extra segments toward the end of the episode, where My Local Lineup TV will make special announcements about local happenings and also give away a host of products provided by our sponsors. My Local Lineup TV will reach 850,000 homes every appearance, amounting to virtually every household in San Diego County, every day of the week from Monday through Friday. And advancing even further its reach, My Local Lineup TV will have all of its episodes online, available for a global audience, the week after airing on local cable. As a My Local Lineup viewer, the audience will have myriad opportunities to get involved, including winning prizes, expressing views through online polls, and sending emails with feedback, among other things. And as a My Local Lineup sponsor, businesses and event organizers can reach thousands of homes nearly every day of the week, through commercials, announcements, and give away sponsorships.

About My Local Lineup

My Local Lineup is an action sports media company based in San Diego, whose trademark is its all-inclusive and locally-oriented approach, where various surf modalities are presented without prejudice and in the social context of their environment, whether it be shortboarding, longboarding, or stand-up. The company is Online at http://mylocallineup.com and on TV on iTV channel 16 in all of San Diego County.