The New Media Landscape:Issues, Trends & Challenges

orWhy Media Execs Don’t Sleep Anymore

Beth ComstockPresident Integrated Media

NBC Universal

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Media Consumer: 1957

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Media Consumer: 2007

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31% of daily media use is multi-tasked

12 hours of daily media use in 9 hours!

9 hours of daily media use compares with:

•7.6 Hours Sleep•9.1 Hours Work

“Continuous Partial Attention”

Source: Linda Stone, Attention: The Real Aphrodisiac / ETech Keynote, March 7, 2006

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2007 Technology Ownership & Growth

Household Penetration % and Percent Growth

+38%

+4%

+22%

+16%

+14%

+21%+59%

+48%

+2%

+17%

+4%

+7%

+0%

+6%

Sources: NBC Internal estimates, Dec06; NCTA Jan 07; IDC, March 2006; Forrester, July 06; Jupiter, May 06; Veronis Suhler, 2006; Nielsen Media Research, 2006; m:metrics, March 2007; Kagan, 2006; Magna Dec. 2006; eMarketer Nov. 2006, March 2007

40%

+3%

+200%

+58%

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“Can’t Live Without…”

Gen X

63

39

41

35

5

5

9

Gen Y33

64

47

12

20

21

1

Boomers62

23

33

52

8

4

4

PC/Laptop

Newspapers/Mags/Books

Portable Music Player

Video Games

DVR/TiVo

TV

Cell phone

Generations Attitudes Towards Media Technology

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Growth of Streaming Video

Source: comScore Video Metrix report, Flash video not available until July 2006

0

20

40

60

80

100

120

140

160

Feb-06 Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0Unique Streamers (millions) Total Streams (billions)

Tota

l Stre

am

s (b

illion

s)

Un

iqu

e S

tream

ers

(m

illion

s)

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• Consumers more in control

• Video liberated• Mobility valued over quality• Hyper-localism….hyper-iteration

• Web 2.0 makes way for 3.0• Asian marketplace… a connected

society• Mobile and gaming on the verge

Ubiquity… Utility... Unification… Understanding

Digital Consumer Trends

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Marketing is not a monologue… it’s a dialogue

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Hypothesized Consumer Segmentation

Life ManagersAn efficient tool to help me get things done.

Info HoundsWater-cooler talk - I want to be the first to know

ConnectorsThe internet helps me to share with my friends and keep in touch with my family

Self ExpressersThe internet offers me the podium to speak up and speak out, about things I care about that might be unpopular.

CreatorsThe internet gives me a limitless canvas to bring to life ideas and platforms.

EscapistsGet out of my self, go to another world.

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Know viewers so well, we serve content they don’t even know they like yet… a world where content follows the viewers

The Vision

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Be completely consumer-centric

Gather insights at every step

Create unique experiences that are right for the medium

Three Rules for Engaging the Viewers

The Power of Community & Consumer Centricity: iVillage

Social Networking Groups

The Digital Experience Tour (DEX)

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The Ultimate Search for Bourne

Interesting times demand that we be

interesting….