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Discovery ropes in HP as presenting partner for Mythbusters

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MUMBAI: Discovery Channel, the flagship network in Discovery Networks Asia-Pacific‘s (DNAP) portfolio, has roped in leading information technology service provider Hewlett Packard as a presenting partner for its popular series Mythbusters.

The partnership, which includes on-air, on-ground and online elements, presents the new episodes of Mythbusters to viewers in Southeast Asia from 23 March to 28 April.

In addition to presenting brand new episodes, the on-air component includes a spot campaign for the HP Folio13 that will air on Discovery Channel, TLC and Animal Planet for the duration of the partnership.

Discovery Channel and HP will be running an online contest that will provide one lucky winner with a truly unique Discovery Channel experience – a trip for two to visit the Mythbusters lab in San Francisco.

As part of the on-ground activation there will be roadshows in four cities in Southeast Asia, kicking off 22-25 March at Gandaria City in Jakarta, Indonesia, and from 24-25 March at Central World in Bangkok, Thailand. Other locations are Marina Square in Singapore on April 14-15, and Mid Valley Mall in Kuala Lumpur, Malaysia on April 25-29.

At the roadshows, visitors will get the chance to test some "myths" associated with laptops, discover the unique features of the HP Folio13, and win prizes including exclusive Mythbusters merchandise at the various interactive booths. At the end of each roadshow, there will also be a HP Folio13 notebook to be won.

Talking about the partnership, DNAP vice president-advertising sales Jacqueline Tok said, "Leveraging on our synergies as market leaders, Discovery Channel and HP are working together for the first time to bring viewers new episodes of our hugely popular series Mythbusters. Our integrated campaign extends the viewing experience beyond television and provides our valued partner HP with customised solutions to further reach their target audience and launch their latest business UltrabookTM, the HP Folio13."

The show will see special-effects experts Adam Savage and Jamie Hyneman take on age-old myths and urban legends to show viewers what‘s real - and what‘s reel. The show will be aired on Discovery Channel every Friday at 9 pm (SIN/HK) across Southeast Asia.

HP South Asia and Taiwan (SEAT) vice president & general manager - Personal Systems Group Dennis Mark said, "We are excited to partner with Discovery Channel for a series of exciting roadshows that bring the HP Folio13 experience closer to SEAT markets."

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