SOURCE: Muscle Flex Inc.

Muscle Flex Inc.

August 18, 2009 05:00 ET

Muscle Flex Inc. to Work With Danny Sarnoff, Grandson of David Sarnoff One of Time Magazine's 20 Builders and Titans, in Directing and Producing The BUDDY Tablet Caddy™ North American Infomercial

LOS ANGELES, CA--(Marketwire - August 18, 2009) - Muscle Flex Inc. (PINKSHEETS: MFLI) announced today that Danny Sarnoff, the Grandson of David Sarnoff, will direct and produce The BUDDY Tablet Caddy North American infomercial. Mr. Sarnoff possesses a wealth of directing, film and television experience and comes from a rich and distinguished family heritage of television and broadcasting. He is the Grandson of David Sarnoff who is known as the "father of broadcasting" and was the founder of the National Broadcasting Corporation (NBC) as well as the Chairman and CEO of Radio Corporation of America (RCA) from 1947 till 1971. David Sarnoff is one of Time 100's Builders and Titans who are Time Magazine's twenty innovators who changed "how the world works." As well, Mr. Sarnoff's father, Thomas Sarnoff, was the Executive Vice President, West Coast, of the National Broadcasting Company, Inc., as well as President of NBC Entertainment Corporation and his Uncle, Robert Sarnoff, also became the Chairman and CEO of RCA and NBC.

Danny Sarnoff's list of accomplishments is extensive. He was CEO of Pioneer Pictures and produced many made-for-television-movies including the new "Bonanza" and the "Star Trek" Specials. In the early 80s, Mr. Sarnoff began his career as an NBC executive and a member of the RCA new business task force. He developed and was CEO of, one of the first of a new breed of profile-driven internet marketing companies which was sold to Multimedia Games, Inc. in April of 2001. Between 1993 and 1998, Mr. Sarnoff was a member of the Board of Directors and Vice President of Multimedia Games, Inc. with responsibility for designing and developing interactive high-speed bingo and video lottery games. Today, his company represents the bulk of the transactional database systems and progressive jackpot games which have become the core of the Native American Indian Gaming industry. In September 1998, he became President of TV Games, Inc; a subsidiary of Multimedia Games engaged in developing TV Game shows. Of late, Mr. Sarnoff has spent much time in the infomercial space directing, producing and writing for a number of "As Seen on TV" projects.

Muscle Flex Inc. and Mr. Sarnoff came to a decidedly like-minded decision to work together to direct and produce The BUDDY Tablet Caddy infomercial. Muscle Flex is excited to have the opportunity to work with the caliber of individual such as Mr. Sarnoff for two reasons; he provides an intense television background with an unconventional approach to infomercial development and secondly, from the onset, Muscle Flex Inc. CEO, Danny Alex and Mr. Sarnoff were synergistic in their business approach and vision and discussed an expanded working relationship to yield the potential for additional opportunities that may exist between Muscle Flex Inc. and Mr. Sarnoff going forward as the relationship and projects develop.

"Innovation in the infomercial idiom is very important to Muscle Flex Inc.," commented Danny Alex, CEO of Muscle Flex Inc. "We have no desire to do what has been done but rather we want to break new ground in defining 'As Seen on TV' media. From our first meeting, Mr. Sarnoff and I had an amazing affinity with concepts and macro strategy and with that came the potential for a number of other projects and a long reaching relationship past The BUDDY Tablet Caddy infomercial. Danny Sarnoff brings a new and fresh approach to Muscle Flex Inc.'s 'As Seen on TV' direct response infomercials and more importantly, he understands the approach we are taking with Muscle Flex. We are a 'people' orientated company and we need our customers to know that passion is the guiding principle behind what we do on TV and our products. Mr. Sarnoff's desire to work with Muscle Flex Inc. validates our business plan and our method of execution."

Danny Sarnoff provides Muscle Flex Inc. with a wealth of industry experience and relationships that firmly places Muscle Flex Inc. in an advantageous position to further its media presence in Los Angeles and abroad.

Muscle Flex Inc. and Mr. Sarnoff have begun formulating the final BUDDY tablet Caddy infomercial script as well as implementing the final stages of the video shoot which is expected to be shot in Los Angeles imminently.

"The BUDDY Tablet Caddy" and "The BUDDY" are trademarks of Muscle Flex Inc., All Rights Reserved.

About Muscle Flex Inc. (

Muscle Flex Inc. brings new products to market using direct response TV infomercials specializing in the health, fitness, wellness and hygiene sectors. As well, Muscle Flex Inc. develops and creates general television content for network and cable television distribution. Muscle Flex's corporate strategy is to develop new and innovative products for sale and distribution via its proprietary direct response marketing system and the creation of television media and shows for general network and cable broadcast.

This press release contains forward-looking information within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934 and is subject to the Safe Harbor created by those sections. This material contains statements about expected future events and/or financial results that are forward-looking in nature and subject to risks and uncertainties. Such forward-looking statements by definition involve risks, uncertainties and other factors, which may cause the actual results, performance or achievements of Muscle Flex Inc. to be materially different from the statements made herein.