Former Rolling Stone Publisher Goes Broadband.

Niche Social Networking Site Needled.com Launches This Week

KNOXVILLE, Tenn., MAY 14 /PRNewswire/ -- RIVR Media Interactive (RMI), a spin-off of RIVR Media - creator of award-winning cable television programming for networks like ESPN, A&E, Food Network, DIY and Animal Planet - announced the launch of its first multimedia broadband property, http://www.needled.com/, slated to go live May 16, 2007. Former Rolling Stone Publisher Terry Hummel recently joined RMI and is managing the launch.

(Photo: http://www.newscom.com/cgi-bin/prnh/20070514/CLM173 )

Described as "highbrow for the underground," needled.com is a branded content portal that blends viewer-generated, proprietary and third-party content to provide access to the most important elements of the fine art of tattoo. Hummel says needled.com is an example of the changing age of media.

"This is a first in a series of social networking sites that will reach out to people who are wildly enthusiastic about some aspect of their lives," Hummel said. "Whether it be lifestyle/art, music, gardening or home improvement, social networking sites will become increasingly segmented, and associated advertising revenues will continue to skyrocket."

Utilizing a broadband video series celebrating tattoo culture and the masterpieces created when ink and skin meet, the site is the first of its kind. Along with video, needled.com will feature an interactive gallery and robust blog, as well as numerous other features.

"The aim is to create a premier online community where artists, enthusiasts and casual observers share and appreciate stellar body art - tattoo couture, if you will," said Marissa DiMattia, New York City licensed attorney and managing editor at needled.com. "It's a misnomer that tattoos are a mistake that happen on spring break," DiMattia said. "According to a recent Harris Interactive poll, there are more than 40 million Americans who currently have a tattoo. Those are the people needled.com will resonate with most."

The concept for needled.com was borne from TattooMasters, a video series portraying the lives and art of renowned tattoo artists around the world. RIVR Media Interactive (RMI) and its parent company, RIVR Media, have more than 25 years' experience in lifestyle programming and are launching the series through their broadband network rivrtv.com.

The series is a perfect example of how RIVR's experience in this genre also satisfies a web-based audience. The company counts among its credits "The Human Canvas" and "Tattoo Crazy," two cable documentaries profiling body art and its growing popularity. The footage contained in the "Tattoo Masters" series has not, until now, been released to the public.

Needled.com's official launch date is May 16, 2007 in conjunction with the 10th Annual New York City Tattoo Convention. Journalists interested in covering the Manhattan launch party on Wednesday, May 16, 2007, at Sugar, 311 Church Street (SOHO), should RSVP to press@rivr.com.

RIVR Media Interactive, a division of RIVR Media, LP is an interactive media company that builds brands for niche audiences and the products they are passionate about, such as tattooing, resort living, disability ministries, art and extreme sports. By coupling RMI's new media expertise with RIVR Media's state-of-the-art facilities and ability to adapt quickly to programming trends, RMI has created a one-stop shop for developing content-rich broadband web sites.

With the Internet now at the core of its publishing platform, the company is connecting innovative programming with millions of people looking to enrich their lives through expert advice, interactive tools, online communities and other resources. More importantly, RIVR Media Interactive is able to fully engage users in one place, enabling advertisers and other sponsors to reach a focused and highly motivated audience.

CONTACT: Meg Lonon, RIVR Media Interactive, +1-865-300-6265, or mlonon@rivr.com

Web site: http://www.rivr.com/ http://www.needled.com/ http://www.rivrtv.com/