Hive Media and Discovery Communications to Release Discovery Channel?s Deadliest Catch as a Social Game on Facebook

SAN FRANCISCO--(BUSINESS WIRE)--Hive Media, Inc., the leading branded social game company, announced today it has entered into an agreement with Discovery Communications to develop and produce a social game based on Discovery Channel's highest rated television show Deadliest Catch. The social media game is scheduled to be released in November 2010 on the Facebook platform. The deal was brokered on behalf of Discovery Communications by its licensing agent, The Joester Loria Group and is for the North American market only.

?Deadliest Catch has always been one of our favorite Discovery Channel shows?

?Deadliest Catch has always been one of our favorite Discovery Channel shows,? said Brian Laing, CEO, Hive Media. ?The perils of the Bering Sea and the camaraderie shared by the ship captains and crews makes a great platform for building a social game.?

Using its collaborative content delivery platform, Hive Media's Deadliest Catch game will allow players to experience the excitement and high-stakes of crab fishermen. Players will act as captains of their own crab boats and navigate the Bering Sea to cast and harvest pots while balancing dangers against profits as they work their way to the top of the crab count leader board.

?Integrating the series into a branded social game is a great way to give Deadliest Catch fans an ongoing interactive experience,? said Elizabeth Bakacs, Vice President of Licensing for Discovery Channel. ?We look forward to working with Hive Media to bring the real-world adventures of Deadliest Catch to social gaming.?

The Facebook game will follow the launch of the Deadliest Catch console game this Fall. It will complete a three part interactive gaming experience for Deadliest Catch fans, also including a mobile game.

Deadliest Catch the Emmy®-winning series, broadcast in high definition, follows the legendary captains and crews of five crab-fishing vessels on the Bering Sea doing one of the deadliest - and most lucrative - jobs in the world. All new episodes of Deadliest Catch air Tuesdays at 9pm e/p on Discovery Channel.

About Discovery Communications

Discovery Communications is the world's number-one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 180 countries. Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks. Discovery Communications is owned by Discovery Holding Company (NASDAQ: DISCA, DISCB), Advance/Newhouse Communications and John S. Hendricks, Discovery's founder and chairman. For more information, please visit www.discoverycommunications.com

About Hive Media

Founded in 2009, Hive Media, Inc is a branded social game company that delivers story-driven interactive experiences for leading entertainment and brand companies to engage audiences on a daily basis. Only Hive Media has optimized its content delivery platform to collaborate with brand owners to inject and monetize licensed content within the rapidly growing social game market. Hive Media understands content sensitivity and how to secure IP while rapidly delivering interactive experiences that continually engage consumers. For more information, please visit http://hivemedia.tv/

About The Joester Loria Group

The Joester Loria Group, www.joesterloriagroup.com , is a full-service licensing and marketing agency providing its clients with a full array of services including: strategic planning, competitive analysis, and implementation of licensing strategy, management of publicity, advertising and marketing for licensing programs. The Joester Loria Group represents Chrysler Group LLC for Jeep(r) and Chrysler; Pepsi-Cola North America including Pepsi, Mountain Dew, Aquafina and AMP; Baked Goods Leader, Entenmann's Products; best selling picture book series Pinkalicious; Discovery Communications including Animal Planet, Discovery Channel, Planet Green, Discovery Health and selected series; and award winning pre-school property Baby Genius.

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