Presentation by CTAM at Mid-Atlantic Marketing Research Association event on Future TV, May 2010, Washington DC

1. Broadcast Television: Trends and Implications Rick Ducey Chief Strategy Officer BIA/Kelsey Market Research Association Mid-Atlantic Chapter May 25, 2010

2. Topics What is “broadcast television”? Happy birthday, TV. Broadcast TV meets the Internet which meets the smartphone. Where does broadcast TV fit in the media mix? Five questions.

3. Happy birthday, terrestrial digital TV.

4. What is “broadcast television”?

5. It’s a content distribution and user engagement platform.

6. TV is compelling to the user.

7. Digital TV is flexible.

8. TV Meets the InternetCase study: Sezmi

9. TV Meets the InternetCase Study: Google TV

10. Case Study:Mobile DTV is born (again)

11. MDTV does DC

12. It takes a village MDTV ecosystem . . . Supply Chain Sprint, SES WORLD SKIES, Harris Broadcast, Rohde & Schwarz, Thomson Grass Valley, Envivio, Nagravision, iSet, DTVInteractive, Expway, Roundbox, Hauppauge Computer Works, Harris Interactive, Rentrak, BIA/Kelsey, Tribune Media Services, RRD, TVB, Ad Council, Fox Cable, NBCU Cable Washington, DC Stations WRC (NBC Universal) WTTG (Fox) WDCA (Fox) WPXW (ION Media Networks) WFDC (Univision) WHUT (PBS/Howard University) WUSA (Gannett Broadcasting) WNVC (MHz Networks) WNUV (Sinclair Broadcasting)

13. Services On the go Personal Live/Linear TV Non-linear TV Time Shifted/DVR Interactive TV Emergency Alert ESG Subscriber Interactivity Revenue Models Channel change interstitial Pop-up ads E-Commerce Coupon Targeted ads Geotargeting Viewer data VOD Subscriptions

14. Smartphones reach 50% by 2011 14

15. Where does TV fit in the media mix?

16. Media Consumption is Fragmented Daily Reach and Duration for Various Media Among 350 Adults in the Middletown Media Studies II Daily Reach: Incidence of Use Among 350 Adults

17. 3 Core Drivers of Change

18. Users integrate the TV experience as an “app” across screens.

19. Americans Using More News Sources 19 92% of Americans use more than one platform; 46% use 4-6 platforms. Source: Pew Internet, 2010

20. 150 Million Active U.S. Social Networkers 20

21. Site Visits: Facebook Dethrones Google 21

22. Both Drive Traffic to Broadcast Sites

23. Follow the TV app across platforms. Users Measurement Reporting ROI Buy/sell platforms Brand managers Agencies SMBs

24. Five questions we were to answer. What innovation or emerging technology will have the greatest impact on the television industry in the next few years? Answer: Internet Protocol What is the biggest challenge facing television as a medium? Answer: Extending their business model cross-platform. What are some of the new or innovative ways in which broadcasters and content producers are tracking audiences and audience behaviors? Answer: Data on servers assume key role along with sample surveys. How will television-based marketing evolve with the medium, and what are the implications for the current advertising-based revenue model? Answer: Multiple screens, multiple roles in the media mix requires new media mix models. What do you think is the most significant moment in the history of TV (can be content or technological) OR What is your favorite TV moment of all time?

25. Bobby Orr’s winning goal in Stanley Cup final, 40 seconds into O/T on Mother’s Day 1970.

26. Thank you.