SPT Networks Channel Presentation 1 st Quarter 2011 (January - March)

SPT Networks

Channel Presentation

1st Quarter 2011 (January - March)

Animax, as part of the family

Music Movies Home Entertainment Digital Television (SPT & SPTI)

• Distribution• Networks• Production• Mobile

FAMILY

GamesFinancial Services EntertainmentEntertainment Electronics

NetworkBusiness

History of ANIMAX

– ANIMAX Japan (Launched June 1998)» Ranked #1 among all cable and satellite channels in

Japan– ANIMAX Asia (Launched January 2004)

» 5 dedicated, highly customized services for Taiwan, Hong Kong, South East Asia, and South Asia

– ANIMAX Latin America (Launched July 2005)» Successfully targeted a Youth centric audience

– ANIMAX Korea (Launched April 2006)» Targeted 12-25. Widest range of viewers like Japan.

Weakest in kids area. – Over 38 countries– Over 35 million households– 11 languages

http://www.animax.co.jp/program/program.php3?naiyo=m_initial_d3rd

ANIMAX the BRAND

• POSITIONING “ANIMAX is the coolest destination for the ultimate anime / animation experience.”

• ATTRIBUTES fun, friendly, lively, progressive, innovative (Japan)cool, edgy, trendsetter, imaginative, uniquerebellious, sexy, irreverent, passionate (May 05)

• VALUES passionate, daring, connected, authority, respectful, innovative, leader, creativity

• PROMISES Best selection (variety / mix) of animeBest quality of animeHome of animeWe’re the expertsTakes the viewer beyond the ordinaryOffering the newest and latest

The destination for the ultimate anime experience

ANIMAX

• 16–35 yrs

• Male/Female

Primary Audience

• Enjoys movies, music and entertainment in general

• Very aware of trends

• Regular Internet users (on high-speed connection)

• High ownership of Game/DVR devices

Viewer Profile

Animax around the world

JapanMale / Female 4 – 40“If you’re gonna watch anime,watch Animax”

JapanMale / Female 4 – 40“If you’re gonna watch anime,watch Animax”

AsiaMale / Female 4 – 40“Anime for Everyone”Male / Female 15 – 25New Youth Target

KoreaTarget 12-25

AsiaMale / Female 4 – 40“Anime for Everyone”Male / Female 15 – 25New Youth Target

KoreaTarget 12-25

IndiaMale / Female Youth + Young adults

IndiaMale / Female Youth + Young adults

Latin AmericaMale / Female 15 - 25“Join the Revolution”

Latin AmericaMale / Female 15 - 25“Join the Revolution”

More than just a TV...

• Music events related to the theme songs

• Costume character events

Program Highlight PR Kit Corporate Bag and Folder

Folders

Strong marketing support

Ad Sales sampler

Viewer ProfileViewer Profile

• Global citizen• Very particular about style and taste• Information hungry• A bit off centered, but very aware of trends• More indoors that outdoors• Enjoys movies, music and entertainment in general• Internet/mobile savvy• High discretionary income

Teens / Young AdultsTeens / Young Adults

(Source: What Teens Want Conference DVD 2005)

• Choose to be themselves

• Care about friends and family

• Being a part of a group is important

• Recognize brands

• Value knowledge

• Connected via the internet

Teens / Young AdultsTeens / Young AdultsGrowing up with advancing technological innovations

(Source: The World Internet Project – USC Annenberg School)

Adult AudienceAdult Audience• ANIMAX Japan success with older age group• Adult market: drama, movies, and sports• Expand market by going beyond ‘fanatic’ audiences

FlyerInterview with author

Female AudienceFemale Audience

• Male viewers vs. Female viewers• Important marketing factor• Increase popularity

Full Metal Alchemist Gundam SEED series

Core Anime FansCore Anime Fans

Anime fans tend to have a deep understanding of these characters and go to great lengths to read about their “past lives” and their “personality traits.”

ANIMAX Central Europe

• Hungary• Czech Republic• Slovakia• Romania

Hungary

Czech Rep.

Slovakia

Romania

Launch on 2 July, 2007

Current Market Penetration – 4 mill subs.

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

CZ/SL HU RO

Animax Penetration(thousands of households)

Market

Animax

ANIMAX provides localized programming in each territory

Czech Republic: Dubbed

Slovakia: Dubbed

Hungary: Dubbed

Romania: Dubbed

ANIMAX Central Europe• Animax took over the former A+ channel in 2006

• Animax

– was launched in July, 2007

– airs from 8 pm CET to 2 am CET (after kids’ programming – Minimax)

– has cutting-edge programming content

– has strong, fervent anime fan base

• In 3 local languages and Japanese• Program schedules and synopses• Highlights• Promo videos• Promotions• Downloads• Newsletters• Competitions• Games• Links to AXN and AXN Crime, AXN Sci-Fi• Corporate information• Micro sites• Press & PR

Rich with features, localized Animax web sites extend and enhance the on-air experience.

WEBSITES

Animax websites in CE

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

Romania Hungary Czech Rep.

Pageviews

Unique users

The visitor number increases were responses to marketing efforts and money spent on promoting the sites and on-air promotion of the website addresses. Spring, Summer, 2009

Ratings in CE - Best ratings figures in 2009, Romania

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

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120000

A 4+ A 4-14 A 13-17 A 15-24 A 18-49

AMR (Rating)

Source: ©AdAuditum 2009

Ratings in CE - Best ratings figures in 2009, Hungary

Source: ©AdAuditum 2008

0

10000

20000

30000

40000

50000

60000

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80000

90000

100000

A 4+ A 4-14 A 13-17 A 15-24 A 18-49

AMR (Rating)

Hit series on AnimaxBLEACH

Death Note

NANA

Soul Eater

D.Gray-man

Hit series on AnimaxSo you think you can dance

Naruto

Fullmetal Alchemist 2

Ghost in the Shell

RESEARCHAudience

The weekdays average rating (%) in the first Quarter 2011, was 0.07%, reaching the maximum value 0.21%

Target: 16-35 urban + guests Time bands: 20.00-26.00 Jan-Mar 2011 Source: GFK/Copyright ARMADATA SRL

Average Ratings % Monday - FridayAverage Ratings % Monday - Friday

0.21

In the first Quarter weekends, the maximum rating (%) was 0.23 and the average one, 0.06%

Average Ratings % Saturday - SundayAverage Ratings % Saturday - Sunday


0.23

Average Ratings (000) Monday - FridayAverage Ratings (000) Monday - Friday

In January-March 2011 (Monday – Friday) the maximum value of Animax rating was 28.810 viewers/minute

Target: All urban + guests Time bands: 20.00-26.00 Jan-Mar 2011 Source: GFK/Copyright ARMADATA SRL

28.81

Average Ratings (000) Saturday - SundayAverage Ratings (000) Saturday - Sunday

The average rating for weekends was 10.393 viewers/minute. The maximum value was 25.137 viewers/minute.


25.137

Average Market Share Monday - FridayAverage Market Share Monday - Friday

Animax average share for week-days, in the first Quarter 2011, was 0.32 %, with a maximum of 0.80 %


0.80

Average Market Share Saturday - SundayAverage Market Share Saturday - Sunday

In weekends, the average share was 0.27%, with a maximum value 0.80%


0.80

Reach (000) Monday - FridayReach (000) Monday - Friday

The number of contacts in the first Quarter 2011, on Animax, from Monday till Friday, was 2,672.99 unique viewers


Reach (000) Saturday - SundayReach (000) Saturday - Sunday

The number of unique viewers in the same period, for weekends, was 1,867.30 viewers.


TOP 10 Programs 1TOP 10 Programs 1stst Quarter 2011 Quarter 2011


Nr Title Date Week-day Start-Time RTG% SHR%

1 DINO KING(I)/DINOSAUR KING(I) 11.03.2011 Friday 20:02:45 0.98 3.44

2 NARUTO (III)/NARUTO (III) 04.02.2011 Friday 24:44:43 0.77 5.65

3 SLAYERS EVOLUTION-R (V)/SLAYERS EVOLUTION-R (V) 06.02.2011 Sunday 20:03:06 0.69 2.11

5 TRINITY BLOOD(I)/TRINITY BLOOD(I) 15.03.2011 Tuesday 21:20:39 0.68 2.29

4 SLAYERS REVOLUTION (IV)/SLAYERS REVOLUTION (IV) 24.01.2011 Monday 20:03:18 0.66 2.3

6 NARUTO (II)/NARUTO (II) 21.01.2011 Friday 23:50:44 0.65 3.54

7 NARUTO (III)/NARUTO (III) 16.02.2011 Wednesday 21:18:45 0.64 2.05

9 NARUTO (III)/NARUTO (III) 30.01.2011 Sunday 23:22:42 0.62 2.9

8 SLAYERS REVOLUTION (IV)/SLAYERS REVOLUTION (IV) 27.01.2011 Thursday 20:03:20 0.62 2.34

10 INUYASHA 30.01.2011 Sunday 20:27:44 0.62 2.02

RESEARCHViewer’s Profile

Viewer’s Profile by age-groupsViewer’s Profile by age-groups


Viewer’s profile by sexViewer’s profile by sex


Viewer’s profile by incomeViewer’s profile by income

Target: 16-35 urban + guests Time bands: 20.00-26.00 Jan-Mar 2011 Source GFK/copyright ARMADATA SRL

Viewer’s profile by educationViewer’s profile by education

Target: 16-35 urban + guests Time bands: 20.00-26.00 Jan-Mar 2011 Source GFK/copyright ARMADATA SRL

Sony Pictures Entertainment Offers What No One Else Can…

The benefit of Sony’s global reach

•An unlimited number of synergistic opportunities for our distribution partners with Sony Electronics, Sony Music, Columbia Pictures, and Sony PlayStation.

•A leading programme supplier to all major U.S.networks.

•A top producer of international programming with locally produced product in key territories worldwide.

•A strong television library with over 20,000 hours of the world’s best content- garnering over 500 Emmy nominations.

•A premier feature film library with more than 7500 titles - with over 160 Academy award nominations in the last 10 years alone.

Advertising OpportunitiesSPT Central Europe offers clients a 360° advertising platform.

Through• our channel,• our websites,• our local productions,• mobile• events, and• cross-media tie-ups

SPT Networks Channel Presentation 1 st Quarter 2011 (January - March)

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