Diet Coke is sponsoring a lifestyle program which will be distributed via mobile, online and outdoor.

"Style Series" debuts today, with fashion designer Cynthia Rowley, Grammy Award-winning artist Robin Thicke and international Grammy Award winning superstar Rihanna, as the show's first guests. This new program is designed for individuals with sophisticated taste and will provide continuous insider access to stylish entertainment and fashion icons that have significantly impacted their craft.

"Through Style Series presented by Diet Coke, we're offering style-conscious people a new way to keep up with the latest in fashion and entertainment that complements their contemporary lifestyles," said Bill Kelly, senior vice president at Coca-Cola North America's Coca-Cola Trademark Brands.

To produce Style Series, Diet Coke teamed up with New York-based DBG, a digital production house and digital video distribution network that specializes in concepting, producing and distributing video.

The mobile aspect will consist of two parts.

First, the NASDAQ billboard in Times Square will have a dial-in number posted on it, encouraging people in the street to use their mobile phones to call in and listen.

Also, DBG, which is producing the series, has teamed with MobiTV to stream the event live to mobile users' phones.

"Given the changing dynamics of the online and digital space, the Style Series is a great way for Diet Coke to get behind original content that resonates with its brand objectives," said Rick Kleczkowski, chief operating officer at DBG, New York.

Style Series presented by Diet Coke will explore fresh, contemporary talents through appearances, interviews and performances.

For the inaugural show, Zalis will interview fashion icon Cynthia Rowley and 2005 Grammy Award winner Robin Thicke at New York's Reuters studio.

Rowley will share her latest fashion collection, while Thicke will perform his newest single 'Sweetest Love' and other songs from his new album 'Something Else.'

Style Series presented by Diet Coke will also provide an exclusive sneak peek at Grammy Award winning artist Rihanna's E-film which focuses on her design collaboration with Frida Giannini of Gucci.

Style Series is being digitally produced and distributed by Digital Broadcasting Group (DBG) in partnership with Diet Coke.

The full program will air live on the NASDAQ and Reuters electronic billboards in Times Square and will stream simultaneously through online video banners and at http://www.dietcoke.com/styleseries.

The Dec. 9 Style Series show will be the first event of a multi-part series, with ensuing episodes premiering in early 2009.

Style Series presented by Diet Coke will be promoted through online video banners on entertainment and lifestyle focused Web sites across the DBG Video Network.

Ads will also run on People.com, InStyle.com and Yahoo.

Also, mobile TV pre-roll spots, WAP banners, and outdoor digital billboards in Times Square will also be used to promote the series.

"Obviously it was important to DBG to help brand advertisers and entertainers reach consumers in this very fragmented market in terms of media channels," Mr. Kleczkowski said.

"We wanted a 360 degree approach," he said. "We are helping entertainers touch their fan base and Coca-Cola touch consumers through compelling content.

"Individuals are consuming content in very different ways today and so we are trying to make it possible for individuals to access content wherever they are."