Sony Computer Entertainment America Kicks Off New PSP® (Playstation®Portable) Television Advertising Campaign

Sony Computer Entertainment America (SCEA) today announced details of the new PSP® (PlayStation®Portable) television advertising campaign. The campaign, which is an extension of the wildly popular "Dude, get your own" television and online campaign, will feature New York Giants All-Pro Michael Strahan in the title spot that will focus on the new lighter, slimmer and more portable PSP hardware. The new PSP campaign will also continue to feature PSP's 'Annoying Guy' who has made his presence felt in previous advertisements.

"Using Michael Strahan in the title spot helps us convey the message that PSP is one of the most aspirational entertainment devices out there," said Peter Dille, senior vice president, marketing and PLAYSTATION®Network, SCEA. "We know that celebrities and athletes are on the road a lot and travel with their PSPs. Michael and a number of his teammates are big fans of PSP so it was a natural tie-in to include him in the campaign."

"I love playing my PSP and getting to work with these guys for the advertising campaign has been a lot of fun," said Strahan. "With my busy travel schedule during the season, the new PSP is a perfect companion for long road trips and allows me to play against my teammates in online matches when we are together or even across the country."

The Michael Strahan title spot will air through the end of December and into January. Consumers will see the spot on a wide range of network, cable and syndicated television outlets such as the NFL on FOX and CBS, Conan O'Brien (NBC), Saturday Night Live (NBC), Family Guy (FOX), South Park (Comedy Central), SportsCenter (ESPN), NCAA Basketball (ESPN), NBA (ESPN), College Football (ESPN2), TRL (MTV), WWE (USA), Adult Swim (Spike TV) and UFC Unleashed (Spike TV).

Currently available are three different offerings for PSP. The limited-release Star Wars Battlefront® PSP Entertainment Pack, includes a special "Ceramic White" PSP featuring a silk-screened image of Darth Vader on the back of the unit along with the PSP exclusive title, Star Wars Battlefront® Renegade Squadron. Also available is the limited edition Daxter PSP Entertainment Pack, which features PSP in "Ice Silver" along with the award winning action-packed game, Daxter; the hit TV comedy from 20th Century Fox, "Family Guy -- The Freakin' Sweet Collection" on UMD™ (Universal Media Disc); and a 1 GB Memory Stick PRO Duo™. Both limited edition PSP Entertainment Packs are priced at $199.99 (SRP). Finally, the PSP Core Pack continues to be available at $169.99 (SRP), with an enhanced-design PSP in "Piano Black", an AC adaptor, and battery pack.

About Sony Computer Entertainment America Inc.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® and PS one® game console, the PlayStation®2 computer entertainment system, the PSP® (PlayStation®Portable) handheld entertainment system, and the ground-breaking PLAYSTATION®3 (PS3™) computer entertainment system and its online and network services PLAYSTATION®Network and PLAYSTATION®Store.

Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation family of products and develops, publishes, markets, and distributes software for the PS one game console, the PlayStation 2 computer entertainment system, the PSP system and the PS3 system for the North American market. Based in Foster City, Calif. Sony Computer Entertainment America, Inc. serves as headquarters for all North American operations and is a wholly owned subsidiary of Sony Computer Entertainment Inc.

"PlayStation" and "PLAYSTATION", "PSP" and "PS one" are registered trademarks and "PS3" is a trademark of Sony Computer Entertainment Inc.

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SOURCE: Sony Computer Entertainment America Inc.

CONTACT: Kimberly Otzman, +1-650-655-7524,
kimberly_otzman@playstation.sony.com, or Patrick Seybold, +1-650-655-7549,
patrick_seybold@playstation.sony.com, both of Sony Computer Entertainment
America Inc.

Web site: http://www.playstation.com/