Membership in a Digital World

And Other Pledge Questions…

Digital World

Viewership did not converge on one platform - it’s not a zero-sum game anymore

The audience is the SAME (although it may be smaller…)

Should I pledge all my channels??

Multicasting

More channels mean more GRPs Multicast channels add viewing NOT

cume (almost no new people) Your viewers spend more time with you

Reach of Mature Multiple Services

GRPs for the avg secondary station is about 1/3rd of the primary

A Fraction of Audience

Hh Impressions % of Main Stn CountKids 392,681 25% 5Other 228,822 15% 5World 105,856 7% 4Create 93,781 6% 11V-Me 63,084 4% 3

2010 Prime Time Weekly Impressions

Age of Audience

Main Create Kids Other V-Me World0%

10%20%30%40%50%60%70%80%90%

A18-49A50-64A65+

2010 Prime Time Distribution% of Audience

Growth?

We expected to see growth as audiences became accustom to watching digital channels

So far mixed…– For Nov. 2010 five digital channels are up

11% in whole week and down 18% in prime time (AQH ratings)

Should I Pledge My 2nd Channel?

Remember trying to pledge against Who Wants to Be a Millionaire when it was new?

If you run regular PTV fare against your own pledge shows you create the PERFECT network competition

Do you want to pledge against ARS???

The Pledge Take Away

Give them pledge choices – counter-program (with strong shows!)

Eventually the maximum you can expect to make on a 2nd channel is 33% of your main channel

You will probably start off at around 5% and build into the 10% range