1. This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.

2. Johannesburg – February 2012
Digitalisation in Africa
How satellite solutions can complement and
support DTT networks?

3. Introduction
WHY switching to digital broadcasting?
Benefits for…
…End Consumers: …Broadcasters:
• Better signal quality (HD, robustness). • Enabling multi-channel, HD, new services.
• Multi-channel offer with EPG convenience. • Lowering transmission costs per channel.
• Service offering enlargement: multi-play, multi- • Potential for increased advertising revenues
screen, video-on-demand (VoD), interactivity.
…National Economy:
…Governments:
• Services: content production, digital network
• Opportunity to reshape broadcasting landscape. and teleport operations
• ‘Digital Dividend’: monetisation and re-allocation • Manufacturing: new technology, skills.
of spectrum for new services.
• Retail chains: equipment ales and installation
• Content control possibilities through encryption.
Through the advances in digital compression and transmission techniques, digital broadcasting has a
positive impact on many stakeholders, going beyond the broadcast industry.
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4. Introduction
WHY considering satellite?
Digital TV Market evolution 2006-2010: Satellite is kick-started digital TV.
120
100 x x Satellite reach
x increased
x x
In Mill. TV Households
80
x x
x Terrestrial (analog and
x x digital) reach decreased
60
40
Digital Satellite is:
-Quick
-Cost effective
20
-Available everywhere
-High quality
0
YE06 YE07 YE08 YE09 YE10*
IPTV
IPTV
IPTV
IPTV
IPTV
Cable
Cable
Cable
Cable
Cable
Satellite
Satellite
Satellite
Satellite
Satellite
Terr.
Terr.
Terr.
Terr.
Terr.
digital analogue only
*Algeria, Morocco, Tunisia, Greece not updated at YE10, therefore based on YE08/09
Source: SES ASTRA, Satellite Monitor
Especially in the early phases, satellite drove the digital transition before other
infrastructures followed. In the long term, it even extended its leading role. 3

5. Implementation Roadmap
WHEN: Steps to migrate from analogue to digital
Preparation – Decision Phase Deployment of infrastructure
WHO: Stakeholder Role – Media Landscape Dual illumination
(1) WHAT: Content choice
Migration Phase
HOW: (2) Infrastructure Choice
Switch off
(3) Business Model, Content Control
Technology Considerations
(4) Regulatory Environment
Financing Typically 4..7 years
Y0 Y2 Time Y7
 Some European examples of analogue
switch-off after the start of the DTT roll-
Analog can only be switched-off
out: once digital has a high reach.
• UK: 1998…2008-2012
Technical coverage is not enough.
• France: 2005-2011
• Germany 2002-2008
4

6. Implementation Roadmap Case Study
(1) WHAT: Content Choice
Country Infrastructure Nb ch. Population End
Private
Public
coverage consumer
HD
SD
utilisation
DTT 15..40  *  * 75%..90% 5%
Satellite >100     100% 36.3%
DTT 19    * <95% 41.5%
Satellite >100     100% 21.4%
DTT 15..50    * 90..98.5% 31.%
Satellite >250     100% 43.2%
*: Limited Coverage or under implementation
Not only does satellite have the largest selection of SD and HD channels,
covering 100% of the population, but is also supports all business models.
Furthermore, satellite signals are available everywhere to feed all other
distribution channels, especially cable, DTT and IPTV networks.
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7. Decisions to be taken
(2) HOW: Infrastructure Cost Effectiveness
 What percentage of the population needs to be
covered by DTT – Financial Metrics: Infastructure Investment costs Satellite vs DTT
• Investment for DTT. 200 MEUR?
Typ. > 100 MEUR for 20..50 SD channels
DTT
Investment
• Costs per SD channel per year. ILLUSTRATIVE 100 MEUR?
DTT: 2-10 MEUR, DTH: 0.1-0.3 MEUR ONLY
• Costs per channel and household per year.
Satellite
Depends on reach per infrastructure
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Compared transmission costs/take-up – Example Poland Technical Coverage
(in EUR)
1.00
0.90  DTT deployment level of economic usefulness,
Cost/channel/HH/Year
0.80 DTT the last 30% can cost as much as the 70 first%.
0.70
 Satellite can cover the entire population,
0.60
0.50 Satellite enabling a high digital reach rapidly.
0.40
 Achievable cost savings depend on:
0.30
0.20 • Targeted DTT territory and population coverage
0.10 • Country topography
0.00 • Terrestrial ‘tower heritage’
15% 25% 50% 75% 90%
6
Source: iDate Technical Coverage

8. Decisions to be taken
(3) HOW: Business Model
Business Model Options – What is the preferred approach?
1. FTA platform, non-encrypted: variety of public and private FTA channels.
2. Encrypted FTA Platform: distribution limited to specific country, no subscriber fee
3. Pay TV Platform: premium content encrypted, different subscription packages
4. Hybrid platform: combining encrypted FTA channels with a pay offering.
Control of Digital Signal and Channel Access
 Conditional access technology enables the signal control for both: FTA and pay TV services.
• National content rights to be respected – avoid overspill to neighboring countries.
• Controlled environment and improved installation support
• HD may require additional funding.
Different broadcast infrastructures can adopt one or more business
models. Pluralism and the ability for end consumers to choose are key.
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9. Decisions to be taken
(4) HOW: Regulatory Considerations
Key public objectives: manage different stakeholder interests
• Consumers: better and new services, choice between offers.
• Broadcasters: lower costs, more revenues.
• Government: cost efficiency, reaching 100% of the population
• Network operators: fair competition & pluralism.
Regulators are not only responsible for defining the principles but
also to enforce these!
Four key regulatory principles:
1. Technology Neutrality: no discrimination between platforms
2. Open access to networks favoring competition between players
3. Media pluralism, e.g. based on national must-carry rules
4. Universal service
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10. Satellite:
The digital infrastructure of choice
Digital satellite is: Recommendations for future Migrations:
1. Quick to deploy: shortening time of • Use existing satellite capacity first for digital
migration for broadcaster and end- broadcasting of all FTA channels.
consumer.
• Adopt DTT coverage in main cities only.
• Equal subsidies to STB for satellite and DTT.
2. Cost effective: less CAPEX for
infrastructure, lower costs per channel. • The market to decide: which is the best
infrastructure for broadcasters and consumers!
3. Available everywhere: high quality to
everyone at the same time.

 
9

11. Driving Digitalization
Space solutions – The SES Fleet

12. We deliver
6200
TV and radio channels
worldwide
* Including all local HD channels broadcast via Ciel-2‘s spot beams

13. We reach over
245m
homes around the globe

14. Satellite fleet of today with projection over 2014

15. Satellites launches till 2014
• 10 satellites under construction between 2011 and 2014
• 4 for Africa between Q4 2011 and Q1 2014.
New satellite
ASTRA 2E
SES-8
ASTRA 2G
ASTRA 5B
SES-4 SES-6
QuetzSat-1
ASTRA 2F
SES-2
ASTRA 1N
SES-5
Yahsat 1A SES-3
Capacity
as of 2010
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2011 2012 2013 2014
Fleet configuration is based on current planning and is subject to change

16. Overview of orbital positions in Africa
4 orbital positions 3.5m TV homes 250 channels
338° East 28.2° East 5° East 57° East
French West & Central Africa English West Africa South Africa and Sub Saharan East Africa
Africa
1 satellite 1 satellite 2 satellites 1 satellite
12 transponders 12 transponders 30 transponders 5 transponders
80 +* TV and radio channels 30+* TV and radio channels 80+ TV and radio channels 80 TV and radio channels
free TV channels 20+ free TV channels Nearly 40 free TV channels free TV channels
future HD channels Soon HD channels Soon HD channels
Notes
• channel figures as of July 2011; *incl. interactive services

17. African Coverage
Potential satellite options
NSS-12 at 57°E ASTRA 4A at 5°E SES-5 at 5°E
NSS-12 C-band coverage ASTRA-4A Ku-band coverage SES-5 C-band coverage (Q4/2011)
NSS-12 Ku-band coverage SES-5 Ku-band coverage (Q4/2011)
YahLive footprint
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18. Driving Digitalization
Ground Segment – Media Solutions
The SES Marketing Approach

19. SES’ Offering along the Value Chain
Assets Business process Technical Platform Target
Distributio
Playout Encryption nBroadcast
Business Broadcast
Production model (Linear TV)
Internet
Content Postproduction Scheduling
aggregation System &
and scheduling Playout
(ad sales)
Content Internet
Subscriber
aquisition (Linear TV,
Management
VOD, HbbTV)
Content Management
Audience
Content Logistics
SES’ offering spans across the Value Chain and aim at supporting the digital transition in a neutral manner,
in partnership with interested third parties.
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20. SES’ innovation: hybrid DTT/DTH
 Innovative concept: DTH transmission made compatible with all DTT networks
topologies (i.e. as well with SFN architectures)
 Proposed solution allows both DTH reception via standard STB’s and DTT distribution
whatever the network topology
 Specific equipment to be installed at up-link site and DTT towers
 Allows for content protection via encryption
Thanks to an exclusive technology, SES can offer you to feed and complement
DTT network in the most efficient way.
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21. Adopting a consumer-centric approach
I want My equipment
affordable should be easy to
equipment install and
configure
I would like to
be able to
benefit from I want my
new services equipment to be
when available easily and
quickly available
 Digital TV system shall foresee the evolution from SD to HD and 3D channels
 Modern technology allows for many new services: multi-screen, VOD, catch-up TV…
Technology evolves as a faster pace than ever. Designing a broadcasting system
cannot be done without carefully considering end-user experience and the
required equipment to render services today and… tomorrow!
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22. How SES can help:
Customer support
Enabling the virtuous circle of DTH: Content
Neighbourhood
 Ongoing communication and CRM
strategy to distribution partners
Create Massmarkets
Drive Multiplier-Marketing
 In addition, an incentive program has Win anchor customer (s)
Grow relevant, unique
been introduced to guarantee quality content neighbourhood
installations
Reach
 SES has initiated an installer training (homes connected)
program called “elevate” to support the
distribution strategies of our customers
• The main objective of the initiative
is to train and grow the installer
universe to optimize the customer
experience.
• More than 1000 installers have
been trained and accredited in
Kenya, Uganda and Tanzania
already. 21

23. Thank You!
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24. Key Learnings
European DTT Study 1: UK
Media Landscape Very strong Pay TV (Sky) via satellite
High DTT reach for Public (BBC, iTV)
and Private FTA (Channel 4,5, …)
Content 15 channels to max. 98.5% of population
40 channels to max 90 % of population
FreeSat complementing FreeView
Infrastructure Up to 98.5% population coverage by DTT (reach: 31.5%)
Content Control DTT: Mostly FTA, Satellite: PayTV and FTA
Technology DTT: Mostly SD, HD started, Satellite: largest HD offer (payTV)
Regulatory Tech. neutral: yes
Open access: BBC, Arqiva
Must-carry: arrangements between Sky and BBC/ITV
Universal service: for main 5 public channels – NOT for free
Financing Infrastructure: financed by network operators charging broadcasters
STB: switch-over help scheme, very limited.
Digital Dividend: not auctioned yet
In UK, satellite reach was rapidly growing and still covers most of the population
with FTA and PayTV. The Freesat package should have started much earlier.
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25. Key Learnings
European DTT Study 2: Germany
Media Landscape Strong FTA market (ARD, ZDF, RTL, Pro7, …) on satellite & cable
PayTV offer via Sky Germany
Content 15 channels to max. 90% of population
>40 channels to max 50% of population
[all national and regional terrestrial channels are on satellite]
Infrastructure Up to 95% population coverage by DTT (reach: 5.1%)
Content Control DTT: Mostly FTA, (Satellite: PayTV, FTA, encrypted FTA)
Technology DTT: SD, HD in test phase, (Satellite: SD and HD offer (HD+))
Regulatory Tech. neutral: yes
Open access: Media Broadcast, public broadcaster ows part of DTT
Must-carry, universal service: for public channels (national, regional)
Financing Infrastructure financed by broadcasters using DTT
STB: none
Digital Dividend: >4000 MEUR revenues
(incl. spectrum in 1.8, 2.0, and 2.6 GHz bands)
Satellite has been the first digital broadcast infrastructure in Germany, the DTT
coverage – and the related costs - could have been reduced through satellite.
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