2. Table of Contents About Student Studios 03-08 University Universe 09-13 Programming Strategy 14-16 SGC 17-27 In-House 28-35 Revenue Model 36-42 Target Advertisers 43-46 Sales Strategy 47-52 Sales Prospects 53-56 Integrated Platforms 57-58 Technology 59-63 Distribution 64-67 06/09/09 CONFIDENTIAL - CONFIDENTIAL
3. About Student Studios 06/09/09 CONFIDENTIAL - CONFIDENTIAL
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6. 06/09/09 CONFIDENTIAL - CONFIDENTIAL STUDENT STUDIOS Management Chris Rooke- Chief Executive Officer After spending 9 years as the VP of Domestic Sales at King World New Media Group and the past 3 as SVP of Interactive Media at CBS Television, Chris brings extensive knowledge and experience in Entertainment, Interactive Media and Broadcast Television industries. Proven market maker across disciplines. Expertise in strategic positioning, value and demand creation, relationship marketing, needs assessment, high-level sales & negotiations, market assessment/analysis. Shane Walker- President/Head of Programming Shane has been in the college IPTV space since 2002. He founded the first channel called The U Network, which merged with OSTN (Open Student Television Network) in Cleveland. He ran business development, OSTN UK and the programming arm of OSTN. He is considered an industry expert in the space of student-produced content. He brings with him, relationships with over 300 universities in the UK and North America.
10. 06/09/09 CONFIDENTIAL - CONFIDENTIAL Prosumers Student Studios has the unique advantage of having its consumers also be its producers. The students watching the channel are also the students creating the content. There are approximately 2.3 million college students in the UK, 1 million in Canada and 22 million in the US. As their chosen studies suggest, students hail from diverse backgrounds and hold strong individual personalities. Student Studios will broadcast a diverse selection of programming to suit all student needs.
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13. 06/09/09 CONFIDENTIAL - CONFIDENTIAL The Business Case Accenture's 2007 Global Content Study is based on interviews with 110 senior executives at advertising, film, music, publishing, radio, internet, video game and television firms in North America and Europe. 57% of executives regard the rapid growth of user-generated content - including amateur digital videos, podcasts, mobile phone photography and social-media blogs - as one of the top three challenges they face. 53% think "short form content" offers the greatest opportunities for new content going forward, against just 11% voting for "long form" or "full length" video longer than 60 minutes. 68% believe their businesses will be making money from UGC within three years. 62% look to "new platforms" as the most important key to growth, followed by 31% saying "new content“. Student Studios is set to become one of the first profitable IPTV initiatives, relying on short form student content combined with a mix of professional and culturally accepted long form content. Student Studios will offer advertisers a wide, forward looking suite of advertising tools that delivers highly targeted, low cost, zero wastage brand communications.
18. 06/09/09 CONFIDENTIAL - CONFIDENTIAL SGC Student Generated Content The user generated online video market exploded in 2006 and by the end of the year, user generated videos made up 47% of the total online video market in the US. By 2010 more than half (55%) of all the video content consumed online in the US will be user generated, representing 44 billion video streams. At least 100million clips are watched every day on YouTube. YouTube's success lies in its ability to give everyone a chance at sharing original and appropriated video content with the world, free of top-down control: You, too, can make a video, post it online and become an overnight star. Student Studios is the only 24/7 channel exclusively devoted to student-produced programming, it is the training ground for the entertainment industry, an inspirational platform for student film makers. On Student Studios, students are not only creating content but they are also making the important programming decisions that appeal to their peer viewing audience.
19. The following are Student Studio’s top US content contributors: University of Southern California (USC) University of California Los Angeles Harvard University (HRTV) Yale University (YTV) Brigham Young University Emerson University (Emerson Channel) University of Miami (UMTV) University of Maryland (UMTV) University of Nevada Las Vegas (UNLV) University of California Irvine (Anteater TV) University of Central Florida (UCF) University of Florida (Documentary Institute) Florida State University University of Michigan (WOLV) Michigan State University Syracuse University (Orange TV) University of North Carolina (STV) Duke University (Cable 13) New York University Ohio State University Washington State University Brown University (Brown TV) Member Contributors: US 06/09/09 CONFIDENTIAL - CONFIDENTIAL
20. The following are Student Studio’s top UK content contributors: Sheffield Leeds UCE Birmingham Manchester UCL Nottingham Warwick Loughborough Royal Holloway University of Wales (Abyst) Goldsmith Lancaster Sussex Kingston UC Falmouth Anglia Ruskin Brunel Sheffield Hallam Oxford Brookes University of Arts London Coventry Salford University of Greenwich University of Derby Southampton Solent University of Bath Canterbury Christ Church Hertfordshire Roehampton Bristol Northampton Edge Hill University of Glasgow Cambridge University Oxford University London School of Econ. University of Stirling University of Plymouth Glamorgan University of Lincoln Winstanley College Bournemouth Member Contributors: UK 06/09/09 CONFIDENTIAL - CONFIDENTIAL
21. The following are Student Studio’s potential Canadian content contributors: Member Contributors: Canadian Colleges (Orion Network) 06/09/09 CONFIDENTIAL - CONFIDENTIAL
22. The following are Student Studio’s potential Canadian content contributors: Member Contributors: Canadian Universities (Orion Network) 06/09/09 CONFIDENTIAL - CONFIDENTIAL
34. Student Studios Productions Homecoming Each episode will bring a famous person back to their alma mater university. Filmed in front of a live student audience on campus the celebrity will get to talk to their old professors, roommates and reminisce about their most memorable experiences at university. Then they will tell their journey from college to stardom. David Schwimmer (Northwestern University) Val Kilmer (Julliard) Ashley Judd (University of Kentucky) Enrique Iglesias (University of Miami) Benicio Del Toro (UC San Diego) Kate Beckinsale (Oxford) 06/09/09 CONFIDENTIAL - CONFIDENTIAL
35. Student Studios Productions One-L (Harvard Law School) "Look to your left, look to your right, because one of you won't be here by the end of the year.“ Dean, HLS. Harvard Law School has produced numerous leaders in law and politics, including the current U.S. President, Barack Obama , former president Rutherford B. Hayes , five sitting U.S. Supreme Court Justices, including the Chief Justice, John G. Roberts , and149 sitting federal judges. The first year of Harvard Law, commonly called One-L…for those who have survived, call it the most grueling and intense year in their life. We will follow closely and watch as the first year creates Law Gods and others it spits out back onto the streets of mediocrity. 06/09/09 CONFIDENTIAL - CONFIDENTIAL
36. Student Studios Revenue Model 06/09/09 CONFIDENTIAL - CONFIDENTIAL
43. Student Studios Advertisers by Category The graph below represents the total TV ad spend by product category for 2006. (Thinkbox) 06/09/09 CONFIDENTIAL - CONFIDENTIAL
44. Example Target Advertisers by Category Cosmetics & Toiletries Lynx / Dove / Andrex / Colgate / Gillette L‘Oreal / Tresemme / Aquafresh / Adidas / Radox / Brylcream / Sure / Rightguard / Body Shop / Rimmel Computers PC World / Dell / Microsoft / Adobe / Apple / Hewlett Packard / Norton Antivirus Pharmaceutical Nurofen / Pro Plus / Day Nurse / Lemsip / Durex / Strepsils / Tunes / Thrush Cream/ Benilyn / Vitamins / Berocca Drink Carling / Fosters / Smirnoff / WKD / Magners / Strongbow / Red Bull / Coca Cola Pepsi / Jack Daniels / Southern Comfort / Jim Beam / Tropicana / Innocent Telecoms T Mobile / 3 / Vodafone / Orange / 02 / Nokia / Motorola/ Samsung / Sony Ericsson 06/09/09 CONFIDENTIAL - CONFIDENTIAL
45. Target Advertisers by Category Finance RBOS / Nat West / HSBC / Barclays / Halifax / Endsleigh / Norwich Union / / Virgin Money / Student Loans Company?/ NSi / *need to consider ethics of credit card Retail Topshop / TopMan / Sainsbury's / Tesco / Morrison / Azda / Superdrug / HMV / Borders / Waterstones / Game / WH Smith / Boots / Carphone warehouse Food Heinz / Pot Noodle / Cadbury's Walkers / Kingsmill / Bird’s Eye / Ginsters / Tesco Value / Kellogg / Nestle / Tropicana / Innocent / Entertainment & The Media Sony BMG / EMI / Warner / Universal / 20 th Cent Fox / UCI / Paramount / Sony Playstation / Nintendo / XBOX / Electronic Arts / The Guardian / Sony Pictures 06/09/09 CONFIDENTIAL - CONFIDENTIAL
48. Buyers & Gatekeepers Brand Direct Always the best route but more difficult to approach, particularly if cold. Useful to own agency relationships in tandem, as they influence wider strategic thinking and often contracted to handle media buy. Media Agencies High value sales from multiple clients. Traditionally spot buyers but increasingly moving into sponsorship, ad funded programming and digital. Essential that we are on top 10 supplier rosters. Digital Agencies Often most forward thinking in digital market and often hold the buyers respect in the new media arena. (influencers) Many digital agencies specialise in specific disciplines which are not relevant. (website, ECRM. Etc) Simple Google research often saves valuable sales time. Digital agencies are often unaccustomed to traditional TV buying models, which can influence ultimate purchase location. 06/09/09 CONFIDENTIAL - CONFIDENTIAL
49. Buyers & Gatekeepers Advertising Agencies In some respects, Student Studios represents a competitor in the traditional ad agencies view. Student produced advertising campaigns in particular, might dilute ATL creative spend. However, this is where ad creative sits and Student Studios should be mindful of their power and influence with the advertiser. Student Studios sales pitch should focus on “additional creative” required to produce effective brand positioning and calls to action. Ad agencies are likely to spot opportunity to earn consultancy fees by assisting with management and execution of student produced campaigns. Sales Promotion / Experiential / Event Agencies Traditionally, not the most likely agency type to provide sales opportunities. However, mainstream TV advertising is often too expensive, leaving BTL agencies to deliver student campaigns. Student Studios may provide a cost effective method of amplifying campaigns, that the larger media agencies will overlook. 06/09/09 CONFIDENTIAL - CONFIDENTIAL
50. Top 10 Agencies By Category Marketing Week Media Agencies Mediacom OMD Mindshare Starcom Carat Zenith Optimedia Initiative Walker Media Mediaedge CIA PHD Digital Obi Agency Republic Conchango AKQA TMN Avenue A / Razorfish TBG London E Circle Summit Dare Advertising AMV BBDO JWT McCann Erickson M&C Saatchi Publicis RKCR/Y&R Bartle Bogle Hegarty Ogilvy & Mather DDB London Leo Burnett Sales Promotions Proximity London Tequila Iris The Marketing Store Carlson Marketing BIllington Cartmell Haygarth DB NTWK Euro RSCG KLP Exposure Promotions 06/09/09 CONFIDENTIAL - CONFIDENTIAL
51. Agency Feedback Agency: Starcom Mediavest Contact: Adrian Carpenter (Head of Starcom Mediavest) Clients: Levis, Pizzahut, Kraft Foods, Honda, British Telecom, Cadbury, Duracell, LG Electronics Procter & Gamble Emphasized the need for “real” UK content.. Agreed to organize group presentation. Highlighted Procter & Gamble have experimental media budgets. Agreed to support our approach to Levis to extend the “Ones to Watch” campaign Agency Mindshare Contact: Nick Walford (CEO Mindshare Performance) Clients: HSBC, Kellogg's, Nike, Samsung, Vodafone, BP, First Direct, Pepsi, Unilever (all brands) Nestle, Heineken “ This certainly seems as though it is a more efficient medium to reach students than anything else we are currently using” “On an exclusive basis, Mindshare may be able to invest on behalf of its clients to give you the money you need to launch with more of a bang 06/09/09 CONFIDENTIAL - CONFIDENTIAL
52. Agency Feedback Agency: Zenith Optimedia Contact: Chris Hayward Clients: Electrolux, General Mills, Giorgio Armani Parfums, Hewlett- Packard, Mars, MBNA Europe, L'Oreal, Puma, amongst others Comments “There aren’t many great ideas left in the world, but this is surely one of them. How do I help?” Agency OMD Contact: Matthew Wingham (Head of TV) Clients: Carlsberg, McDonalds, HMV, Sony, Tropicana, Neilson, Easyjet, Universal Comments: Very interested in the platform. Gained more interest when we described channel 100. Liked the idea of recreating news show / can see client hooks. Confirmed experiential budgets may be possible. Likely around £3-5k per client. * Other Agencies that I have introduced the Student Studio concept to: Haygarth / Inferno / Exposure / Iris / Cake Media / Mediacom / Proximity / Campus Group / Vizeum 06/09/09 CONFIDENTIAL - CONFIDENTIAL
62. On-Line Technology Media Marshal Lasso™ is the comprehensive and powerful publishing tool that allows your business to upload and encode, secure and protect, store, track, and monitor your rich libraries of Video-On-Demand (VOD) files as well as live web casting all in real-time. Media Marshal provides a simple and graphical interface to make changes with ease by dragging and dropping or drilling down into more advanced features and capabilities. Spur™ is the one-step publishing tool that allows your business to extend to users the ability to upload and encode, secure and protect, store, track, and monitor user generated content in a one-step solution. Stampede™ utilizes Lasso to allow your business to stream live events to thousands of users simultaneously. 06/09/09 CONFIDENTIAL - CONFIDENTIAL
63. On-Line Technology Media Marshal Stagecoach™ is the Web-based interface for analytics and commerce and utilizes Media Marshal Digital Rights Management (DRM) to protect, transfer, and sell your media whether it’s a live event or VOD file. Revolver™ is the dynamic advertising engine, which allows your business to insert ads (pre-, mid-, and post-roll) into video playlists running the Media Marshal video player with an integrated browser. With the integrated browser, users can click ads and stay immersed and interact with your webcast. 06/09/09 CONFIDENTIAL - CONFIDENTIAL
64. Student Studios Distribution 06/09/09 CONFIDENTIAL - CONFIDENTIAL
65. Television UNITED STATES Campus Televideo Founded in 1984, Campus TeleVideo (CTV) is the nation’s leading provider of satellite delivered cable television and other telecommunication services to colleges and universities. This carriage will give Student Studios an immediate concentration of over 500,000 student viewers. ZILLION TV 1. Your Internet connection. Once you have tested your connection, you’re cleared for take-off. Without getting too technical, we work with your Internet service provider to make sure you can get the richest programs playing right on your TV. 2. Your favorite TV shows, movies, and sports. ZillionTV delivers jaw-droppingly cool functionality, letting you instantly access a wealth of TV shows, Hollywood movies, and more, right from your TV set. 3. Streaming directly to your TV. No downloads or painful waiting time. And you’re never going to want to go back to that square way of watching TV again (metaphorically speaking, of course). 06/09/09 CONFIDENTIAL - CONFIDENTIAL
66. Television UNITED KINGDOM INUK Networks Inuk Networks is a triple-play service provider which has capitalized on the rapid growth of broadband technologies by developing a platform for the distribution of broadcast quality TV and carrier-class telephony over closed IP-based networks. Freewire ( www.freewiretv.com ) is the company's branded platform for the delivery of video, voice and data services to consumer customers, with an initial direct focus on the student market. Inuk's Freewire platform is the only way that students receive TV channels on campus. In the UK there is no cable or satellite on campus. 06/09/09 CONFIDENTIAL - CONFIDENTIAL
67. IP-TV UNITED STATE JumpTV NeuLion Inc/JumpTV Inc. provides content owners and aggregators with an end-to-end enterprise technology solution which enables content to be monetized and streamed to multiple platforms through browser based devices. Content can be viewed on the computer, television through the proprietary NeuLion Set Top Box and mobile devices. Through our partners' portals and Set Top Box content partners, NeuLion Inc/JumpTV Inc. has approximately 143,000 subscribers in which it retains a share of revenue. 06/09/09 CONFIDENTIAL - CONFIDENTIAL
68. For more information: Shane Walker Mobile: 765 636-1749 [email_address] 06/09/09 CONFIDENTIAL - CONFIDENTIAL