NBC Local Media's LX.TV Set to Premiere Season Three of "On The Rocks: The Search for America's Top Bartender"

NEW YORK, NY (October 20, 2010) - LX.TV, NBC Local Media's award-winning producer of local lifestyle and entertainment programming, is getting ready to launch season three of the widely popular series On the Rocks: The Search for America's Top Bartender, featuring ABSOLUT VODKA, following a nationwide search for America's best and brightest master mixologists.

Longtime television host Maria Sansone is back for another season of On the Rocks. Premiering on Saturday, October 30th, four weekly 30-minute episodes of On the Rocks will air on nine of the NBC owned-and-operated stations during the late night time-period as well as on NBC affiliates in Las Vegas and New Orleans. Following episodes will air consecutive Saturdays, November 6th, 13th, and 20th after Saturday Night Live.

"Season two was a huge success," said Jaime Blanc, Vice President, Integrated Marketing for LX.TV. "Fans loved watching the search for America's Top Bartender and because of its immense popularity, we are bringing season three of On the Rocks to even more markets, reaching a broader audience of viewers and engaging even more consumers than ever before."

Each On the Rocks episode will highlight different mixology-specific challenges in which the contestants will demonstrate their talent, knowledge, speed, professionalism, accuracy and agility. The eight final contestants of the third season represent a broad spectrum of the top bartenders across the country. Throughout the four episodes, the field will be narrowed down to the crème de la crème of the bartending bunch, who will compete for the grand prize of $100,000 and the title "America's Top Bartender."

The stellar line-up of judges includes Season Two's winner Joseph Brooke, a New York City native who moved to Los Angeles several years ago. Joseph is an award-winning mixologist, whose innovative libations earned him the crown as America's Top Bartender in 2009. Award-winning bartender Tobin Ellis returns to this season's panel of judges, bringing with him 21 years of hospitality and nightlife experience. Tobin, who has a multitude of mixology awards, is co-founder of the Flair Bartender’s Association. He is joined on the panel by New York City-based libations maven Aisha Sharpe who has received praise for her creativity, originality, and expertise in industries from The New York Times, New York Magazine and The Wall Street Journal. Aisha also-co-founded Contemporary Cocktails, Inc., a renowned full-service beverage consulting company.

LX.TV kicked off a promotional teaser campaign and contest on October 2nd, introducing each of the On the Rocks bartenders during the 1st LOOK program and inviting bartenders nationwide to send in a video of themselves making an ABSOLUT VODKA cocktail for the chance to win $1000. For more information and rules, go to www.lxtv.com/ontherocks. The contest ends at midnight on October 31st and the winner will be announced online on November 20th, 2010.

"After the success of preceding seasons, we are looking forward to the third season of On the Rocks: The Search for America's Top Bartender," said Lisa McCann, Director of On-Premise for ABSOLUT. "Bartenders are the core of our business and we know LX.TV has the winning formula for this unique and creative reality series that showcases the talents of some of the best and brightest in the business."

The eight contestants selected for season three of On the Rocks come from different cities nationwide with bartending experience in their hometown bars, restaurants and hotels:
Anthony Alba - Las Vegas, NV - Liquidity Global
Charles Joly - Chicago, IL - The Drawing Room
Debbie Peek - Chicago, IL - The Bristol
Trina Strum - Boston, MA - Starlight Lounge
William Codman - Boston, MA - Woodward at the Ames Hotel
Milos Zica - New York, NY - Employees Only
Jason Bran - Los Angeles, CA - Roger Room
Kimberly Patton - New Orleans, LA - Baronne at the Roosevelt Hotel

Details and updates for On the Rocks season three can be found through the LX.TV website www.lxtv.com/ontherocks.

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