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Release Date: 11/02/2006

Time Warner Cable of New York City and NOGGIN’s “Virtual” Book Drive Deliver the Magic of Reading to Underserved Kids

New York, NY – October 30, 2006 – Time Warner Cable of New York and New Jersey and NOGGIN’s Get Ready to Read Campaign raised over $17,000 for First Book, an international non-profit literacy organization that provides children from low-income families the opportunity to own their first new books. The contribution will provide more than 7,000 new books to underserved local children.  During this month-long campaign, consumers were asked to participate in a virtual book drive by visiting First Book online and making a donation.  Time Warner Cable employees also contributed and the company matched donations dollar for dollar, enabling 100% of the proceeds to place new books into the hands of local children.

“Literacy and reading are the most basic skills required to develop young minds, and education is the foundation of our local philanthropy,” stated Harriet Novet, Vice President, Public Affairs, Time Warner Cable of New York and New Jersey.  “For over 30 years, Time Warner Cable has been dedicated to helping to build a platform for children to reach their full potential.  Our employees are committed to share expertise, technology and resources with our communities.  This was a perfect opportunity to bring age appropriate books to children in need,” she added.

The beneficiary schools include PS 44 in Staten Island, PS 132 in Brooklyn, PS 40 in Queens, PS 129 in Manhattan, Edward Williams Elementary School in Mt. Vernon, Leptondale Elementary School in Hudson Valley and Lincoln Elementary School in Bergen County, New Jersey.   Time Warner Cable officially announced the book donations by hosting a ceremony at each school.  A NOGGIN character was on hand to greet the children, and the students participated in story time.

“Recent data has found that in low-income neighborhoods there is access to just one book for every 300 children,” added Ms. Novet.  “Creating this campaign and partnering with First Book helps combat the literacy crisis and provides books immediately to children who need them.”

The campaign was conducted from September 15th through October 15th.  Print advertisements were placed in local papers and a customized 30-second spot aired on over 25 networks on the cable system to publicize this campaign and encourage participation.  More than $250,000 in air time was donated by Time Warner Cable of New York and New Jersey to raise viewer awareness for the Virtual Book Drive.

Pictured Above: Students from PS 132 Conselya in Brooklyn enjoy new books and a special visit from NOGGIN’s Franklin. Pictured with kindergarten students are (L to R): Karen LaCava, Time Warner Cable’s Manager of Educational Initiatives; Beth Lubeck-Ceffalia, Principal; Lisa Iacono-Arce, Kindergarten teacher, and John McInnnes, MTV Networks/BET Networks’ Account Manager.
Photograph: ©2006 SHAHAR AZRAN/Polaris Shahar Azran Photography, LLC.

About Time Warner Cable of New York and New Jersey
Time Warner Cable of New York and New Jersey serves over 1.4 million customers in four NYC boroughs (Manhattan, Queens, Staten Island and western Brooklyn), Mt. Vernon, Hudson Valley (Orange, Sullivan, Ulster Counties and parts of Dutchess, Greene and Delaware Counties) and Bergen and Hudson Counties, New Jersey.

Time Warner Cable of New York and New Jersey has led the telecommunications industry in bringing exciting, innovative services to customers including digital phone, high speed internet access through four ISPs, digital video recorders and Video On Demand.  Visit

Our parent company, Time Warner Cable owns and manages cable systems serving 14.4 million subscribers in 33 states.   Passing approximately 28 million homes, Time Warner Cable includes some of the most technologically advanced and best-clustered cable systems in the country, with nearly 85 percent of the Company's customers located in five geographic regions: New York, Texas, Ohio, the Carolinas and southern California.  Leveraging its leadership in innovation and quality customer care, Time Warner Cable delivers advanced products and services such as video on demand, high definition television, digital video recorders, high-speed data and Digital Phone.  Time Warner Cable is a subsidiary of Time Warner Inc. (NYSE: TWX).

NOGGIN, the commercial-free, educational preschool network from Nickelodeon, currently reaches 52 million households via cable, digital cable and satellite TV.  NOGGIN, which airs from 6:00 a.m. to 6:00 p.m. (ET), is like preschool on tv, with educational programming both on-air and online at  NOGGIN and all related titles, characters and logos are trademarks of Viacom International Inc.

About First Book
First Book is an international nonprofit organization with a single mission: to give children from low-income families the opportunity to read and own their first new books. Through hundreds of local Advisory Boards, the First Book National Book Bank, and the First Book Marketplace, the organization provides an ongoing supply of new books to children participating in community-based mentoring, tutoring, and family literacy programs. First Book has provided more than 46 million new books to children in need in thousands of communities nationwide. For more information about First Book, please visit or call 866-393-1222.

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