Cellular South Announces Television Broadcast Schedule For "Y'all vs. Us" Reality Series On Wayne County, West Jones High School Football Teams

Original Ten-Episode "Head to Head" Show Will Follow Two Rival Coaching Staffs Throughout 2009 Season

Cellular South will feature head football coaches from two rival Mississippi high schools in a 10-episode television reality series beginning Saturday, Sept. 5 that traces all the ups, downs, twists and turns during the 2009 season.

Ridgeland, MS (September 4, 2009) – Cellular South, a leader in wireless solutions and innovation, today announced the television broadcast schedule for a 10-episode television reality series that will follow two rival high school coaching staffs throughout the 2009 season as part of the company's "Y'all vs. Us" integrated sports programming and customer engagement program this fall.

The half hour show, which begins tomorrow in seven television markets in Mississippi and Tennessee, will feature Wayne County Coach Marcus Boyles and West Jones Coach Scott Pierson along with members of their respective coaching staffs and focus on key players, weekly game preparation, strategy and personal story lines. A two-minute video preview of the high quality, professional reality series can be viewed by clicking on www.cellularsouth.com/yallvsus.

Boyles is one of the most successful high school coaches in football-rich Mississippi during the last two decades and came off a stint earlier this month as wide receivers coach for Team USA at the 2009 International Federation of American Football Junior World Championship in Canton, Ohio. Pierson has been head coach at West Jones since 2002 after a stellar seven-year stint as head coach at 2A powerhouse Bay Springs.

Moxie Pictures, an award-winning New York City-based documentary film company, is filming the series on location in the south Mississippi towns of Waynesboro, home of the Wayne County War Eagles, and Laurel, home of the West Jones Mustangs. Executive producer of the reality series and the overall "Y'all vs. Us" program is Young & Rubicam, Cellular South's New York City-based advertising agency.

The 10 episodes of the "Head to Head" reality series will air multiple times in all seven television markets beginning on Sept. 5. All shows are 30 minutes in length and will air on designated stations and channels. Below is the broadcast schedule with dates, air times and channel details for the "Head to Head" reality series:

Jackson - WLBT Channel 3 (NBC)

• 1 p.m. Saturday afternoons beginning Sept. 5 - WLBT 3.2 "First Alert Weather Channel" second digital channel
• 11 p.m. Sunday evenings beginning Sept. 6 - WLBT 3 primary channel

Jackson - WXMS Channel 27 (Independent)

• 8:30 p.m. Tuesday evenings beginning Sept. 8 - WXMS Channel 27 primary channel

Hattiesburg-Laurel - WDAM Channel 7 (NBC)

• 6 a.m. Sunday mornings beginning Sept. 6 - WDAM 7 primary channel
• 7:30 a.m. Sunday mornings beginning Sept. 6 - WDAM 7.2 "This TV" second digital channel
• 6:30 a.m. Thursday mornings beginning Sept. 10 - WDAM 7.2 "This TV" second digital channel

Hattiesburg-Laurel - C TV Channel 11 (Comcast Cable)

• 5 p.m. Saturday evenings beginning Sept. 12 - Comcast C-TV Channel 11
• 5 p.m. Monday evenings beginning Sept. 7 - Comcast C-TV Channel 11
• 5 p.m. Thursday evenings beginning Sept. 10 - Comcast C-TV Channel 11
• 9 p.m. Thursday evenings beginning Sept. 10 - Comcast C-TV Channel 11

Meridian - WTOK Channel 11 (ABC)

• 1 p.m. Saturday afternoons beginning Sept. 5 - WTOK 11.2 "MyTOK 2 My Network" second digital channel
• 5:30 p.m. on Sunday afternoons beginning Sept. 6 - WTOK 11.2 "MyTOK2 My Network" second digital channel

Memphis - WMC Channel 5 (NBC)

• 1 p.m. Saturday afternoons beginning Sept. 5 - WMC 5.3 "This TV" third digital channel
• 11:30 p.m. on Sunday evenings beginning Sept. 6 - WMC 5 - primary channel

Biloxi-Gulfport - WLOX Channel 13 (ABC)

• 1 p.m. Saturday afternoons beginning Sept. 5 - WLOX 13.2 "Weather" second digital channel
• 12:30 p.m. Sunday afternoons on Sept. 6 and 13 only - WLOX 13 primary channel*
• 7 p.m. Tuesday evenings beginning Sept. 8 - WLOX 13.2 "Weather" second digital channel

Columbus-Tupelo-West Point - WLOV Channel 27 (Fox)

• 1 p.m. Saturday afternoons beginning Sept. 5 - WLOV 27 - primary channel
• 9:30 a.m. Sunday mornings beginning Sept. 6 - WLOV 27.2 "This TV" - second digital channel
• 5:30 p.m. Friday evenings beginning Sept. 11 - Family Net 9.2 - movie channel
• 10 p.m. Friday evenings on Sept. 25, Oct. 9, Oct. 23 and Nov. 6 - WLOV 27.2 "This TV" - second digital channel**

Greenwood-Greenville - WABG Channel 6 (ABC and Fox)

• 6 a.m. Saturday mornings beginning Sept. 5 - WABG ABC 6 - primary channel
• 1 p.m. Saturday afternoons beginning Sept. 5 - WABG Fox 6.2 "Delta Fox 10" - second digital channel
• 6:30 p.m. Tuesday evenings beginning Sept. 8 - WABG Fox 6.2 "Delta Fox 10" - second digital channel

Note: *WLOX is expected to announce updated air dates and times for the remaining episodes of the show on its primary channel soon. Check local listings for the latest updates.
** WLOV will air series episodes back-to-back in one-hour time slots following football game broadcasts on Sept. 25, Oct. 9, Oct. 23 and Nov. 6.

Cellular South customers and high school football fans should check local listings to confirm station and air times, which may vary depending on whether they receive traditional, satellite or cable television service.

Other broadcast elements of the program include statewide airing of the five biggest rivalry games this fall on NBC, ABC and Fox television affiliates in Mississippi and Tennessee and a five-part documentary series featuring game highlights and telling the story behind each featured rivalry game. The schedules for the rivalry games and the documentary series have been announced separately.

To bring the reality series to high school football fans across the region, the shows will be aired on both the primary and the second digital channels for NBC affiliates WLBT in Jackson, WDAM in Hattiesburg and WMC in Memphis along with ABC affiliates WLOX in Biloxi, WABG in Greenwood and WTOK in Meridian. Fox affiliate WLOV in Tupelo rounds out the broadcasting team for the reality series. Regional television broadcasts of the 10-episode reality series will be managed through Raycom Media Inc., a Montgomery, Alabama-based media firm that owns or operates 42 television stations in 18 states.

"We're excited about partnering with Raycom Media, Moxie Pictures and the executive producer of the program, Young & Rubicam, to explore the drama, passion and community pride associated with the long-running rivalry between these two schools," said Jim Richmond, director of Corporate Communications for Cellular South. "We hope the shows, and other associated elements of our overall program, will help capture the many compelling human interest stories that come from this competition."

As one of the single largest and most comprehensive sports-related customer engagement initiatives undertaken by a company, the "Y'all vs. Us" program provides customers and sports fans with access to a wide variety of user-generated content, original apps, contests, games, new sports and education-related mobile web applications and interaction with social networking sites. Much of the program content is housed in the "Cellular South Originals" section of the company's online Discover Center, including video highlights of the rivalry games, the documentary series, the coaches' reality show, user-generated videos, photos, blogs and more.

In addition, Cellular South customers also can access entertaining and dynamic user-games, contests, treasure hunts, quizzes and other unique and original program content, Richmond said.

The mobile web element has been integrated with Cellular South's online Discover Center, which has sections under "Cellular South Originals" dedicated to all of the game match ups, the coaches show and user-generated content where individuals can upload their own videos and pictures. "We also made available applications for download starting today for most Windows Mobile and BlackBerry device users, including rival fan pages and noisemakers," Richmond said. The link for the "Y'all vs. Us" section of Cellular South's online Discover Center is www.cellularsouth.com/yallvsus. The mobile link is www.cellularsouth.com/yallvsus/m.

Richmond said "Y'all vs. Us" also will feature a pilot program where Cellular South will create and host a mobile version of each school's website, including logos, basic content like a calendar of events, club schedules, announcements and a special section to sign up for alerts in various categories, including parents, students, faculty and staff, football, basketball, performing arts, school booster clubs, bands and more. "Each school will have the ability to send alerts via mobile phone, text messaging or e-mail to individuals who opt-in from their mobile phones or online via computer," he added.

About Cellular South

Cellular South is a privately-owned diversified mobile communications company passionately committed to helping customers get the most out of their wireless devices and services. The nation's largest privately owned wireless communications provider accomplishes this goal by providing the most reliable and advanced 3G nationwide wireless voice and data network, offering industry-leading family and unlimited flat rate voice, text and mobile web plans, and through its online and in-store Discover Centers, which give customers easy, simple and convenient tools, tips, advice and information on how to get the most out of their mobile phone. For more information, visit www.cellularsouth.com.

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