Regence Partners With KING5 to Provide Health and Wellness Information on Broadcaster's Web Site

Award-winning, original myRegence.com content selected to help inform visitors to NBC affiliate's Web site

SEATTLE, April 21 /PRNewswire/ -- Regence BlueShield has partnered with KING5, a Seattle NBC affiliate, to provide health and wellness information on the health portion of the broadcast station's Web site: http://www.king5.com/health/healthy-living/.

The information is created and packaged by Regence and is also available on the health insurer's member-focused site, www.myRegence.com. However, you don't have to have Regence health insurance to access the information on KING5.

"We've been providing health-related information to our members in many ways over the years, and we are pleased to be able to provide the same information to visitors to the KING5 Web site, regardless of whether or not they are insured by Regence," said Jonathan Hensley, Regence BlueShield president. "This partnership ensures KING5 Web site users will have health and wellness information from a reliable source."

The content posted on KING5 will be updated every two weeks. A direct link to myRegence.com is provided on the KING5 site and non-Regence members are invited to explore the Regence site with a special guest pass code.

"We were looking for a respected partner to provide our Web site users with valuable new information pertinent to health and wellness," said KING-TV President & General Manager Ray Heacox. "We're pleased that we are able to work with Regence concerning this important topic that is beneficial to all those who visit KING5.com."

Information is available for all age groups. Examples include "Dating Later in Life," "Healthier Living with Hypnotherapy," "Living With Juvenile Arthritis," "Brave Choices in the Breast Cancer Battle," "Breaking Free of Domestic Violence" and much more.

Background on myRegence.com

myRegence.com is designed to help advise members on health care and lifestyle options, provide navigation through the health care system and reward those who make healthier choices. With myRegence.com, members can find all of their health-related resources in one place, including claims information, fitness and nutrition tips, medication summaries and other helpful information. Members can even earn Regence Reward points --redeemable for gift certificates to hundreds of retailers -- just for actively taking charge of their health.

About Regence BlueShield

Regence BlueShield is a leading health plan in Washington with more than 1 million members, offering health, life and dental insurance. Regence is the largest health insurer in the Northwest / Intermountain Region, serving three million members as Regence BlueShield (selected counties in Washington), Regence BlueShield of Idaho, Regence BlueCross BlueShield of Oregon and Regence BlueCross BlueShield of Utah. Each plan is a not-for-profit independent licensee of the Blue Cross and Blue Shield Association. Regence is committed to improving the health of our members and our communities, and to transforming our health care system. For more information, please visit www.regence.com.

About Belo Corp.

Belo Corp. (BLC) is one of the nation's largest pure-play, publicly-traded television companies, with 2008 annual revenue of $733 million. The Company owns and operates 20 television stations (nine in the top 25 markets) and their associated Web sites. Belo stations, which include affiliations with ABC, CBS, NBC, FOX, CW and MyNetwork TV, reach more than 14 percent of U.S. television households in 15 highly-attractive markets. Nearly all Belo stations rank first or second in their local market. Additional information is available at www.belo.com or by contacting Paul Fry, vice president/Investor Relations & Corporate Communications, at 214-977-6835.

NorthWest Cable News serves more than 2.4 million cable subscribers in the Pacific Northwest.

Regence BlueShield is an independent licensee of the Blue Cross and Blue Shield Association.

SOURCE Regence BlueShield



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