Summary of the efforts and strategy behind the premiere of The Little Prince animated series in Latin America.

1. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 1
LAUNCH IN LATIN AMERICA
COMMUNICATIONS ACTIVITY REPORT
OCTOBER 14, 2011 TO JANUARY 5, 2012
EXECUTIVE SUMMARY
On Friday, December 2nd
, 2011, Discovery Kids launched in Latin America the award
winning animated series EL PRINCIPITO (The Little Prince). The program is a spin off of
the famous book by French writer and aviator Antoine de Saint-Exupéry and has 52
episodes which show the little prince in different adventures as he journeys through the
galaxy from planet to planet.
The promotional efforts surrounding the launch of EL PRINCIPITO centered on the
coordination of a three-phase PR campaign that included an acquisition announcement
on October 14, two international conference calls (October 20 and 26) with Olivier
d’Agay, grandnephew of The Little Prince’s author, who also presides the Saint-Exupéry
Estate, and Aton Soumache, French cinematographer who is the lead producer of the
series. In addition, several press activities took place including: Press screenings in
Bogota, Colombia and Santiago, Chile as well as presence in Mexico’s Feria Internacional
del Libro where Discovery Kids had an interactive stand dedicated to the show.
The promotion of the series, which was almost entirely driven by public relations, proved
to be a major success resulting in extensive and high quality media coverage across the
region, but most importantly, record-breaking ratings for its premiere. The program
achieved the highest audience ratings in the history of the channel for a premiere in
Brazil with a 10.95 rating and placed Discovery Kids in the #1 position among children 4
to 6 and women 25 to 34 years.1
The series premiere also had an exceptional
performance in the Mexican market where the show contributed to significant tune-in
1
Source Ibope, Brasil: Universo de Cable – Diciembre 2, 2011. #1 entre P4-11, #1 niños de 4-11, # 1 niñas de 4-11 y #
1 mujeres 25-34.

2. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 2
growth of +79% among children 4 to 11 years old2
. The success of the premiere also
extended to the Southern Cone, in Argentina, where Discovery Kids was #1 among
children 4 to 11 years of age.3
MEDIA RELATIONS SUMMARY
1. Number of clips:
Following the activities detailed above, close to 200 clips were captured surrounding
the launch of EL PRINCIPITO. These include hits generated in radio, open TV, national
as well as regional newspapers, magazines and websites.
2. Circulation:
Up to January 5, print date of this report, an overall circulation of 3,219,342 had
been reached for EL PRINCIPITO in Argentina, Brazil, Chile, Colombia, Mexico and
Uruguay.
3. Media value:
We also estimate that the media coverage garnered to date has a value of USD
$261,354
CAMPAIGN DETAILS:
PHASE 1 – FIRST ANNOUNCEMENT – OCTOBER 14, 2011
Discovery kids announced the acquisition of EL PRINCIPITO almost two months before
the premiere to start creating anticipation for the series, highlighting the fact that the
show was not only created with the latest CGI animation technologies, but the fact that
it was produced with the approval and involvement of the author’s family. This
announcement also highlighted Discovery Kids’ commitment to broadcast only the
highest quality productions for children.
PHASE 2 – INTERNATIONAL CONFERENCE CALLS – OCTOBER 20 AND 26,
2011
Getting press closer to the characters of our shows always proves to be extremely
effective and this was no exception. Working with the production company in France,
Method Animation, we were able to secure interviews with key characters associated to
the program: Olivier d’Agay grandnephew of The Little Prince’s author, who also
presides the Saint-Exupéry Estate and Aton Soumache, French cinematographer who
was the lead producer of the series. Media in attendance included:
2
Source Ibope México: Universo de Cable- Diciembre 2, 2011. #1 mujeres de 25-3, # 3 P 4-6, # 3 niños 4-6 y # 4 niñas
4-6.
3
Source Ibope Argentina: Universo de Cable- Diciembre 2, 2011. #1 niños de 4-11.

3. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 3
OLIVIER D’AGAY - OCTOBER 20
ATON SOUMACHE - OCTOBER 26
ARGENTINA REVISTA GENIOS
The most circulated children’s magazine in
Argentina. It belongs to Grupo Clarin, the Argentine
media powerhouse. Circulation: 65.012
BRAZIL CRESCER MAGAZINE
The leading parenting magazine in Brazil.
Circulation: 80.000 monthly issues
Crescer Online
CHILE REVISTA SABADO
(Mercurio Newspaper)
Very prestigious magazine with a circulation of
555.582. It is a news supplement of newspaper
Mercurio (the most important national daily in the
country).
COLOMBIA GENTE MAGAZINE
GENTE features some of the best feature articles
and interviews about opinion leaders and interesting
personalities from Colombia and abroad. Circulation:
82.000
MEXICO Top Magazzine
(Newspaper Reforma)
This is the weekly entertainment supplement of
newspaper Reforma (the most important daily in
Mexico). It is also included in other newspapers of
the Reforma Group such as Mural and El Norte.
Circulation: 153,012 (Reforma) 38,311 (Mural)
134,711 (El Norte)

4. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 4
PRESS SCREENING EVENTS
ARGENTINA Semanario
Weekly magazine that specializes in covering
current events and produces feature articles
about interesting personalities.
Circulation: 29,159
ARGENTINA Revista Rumbos
Sunday Magazine that is distributed with 18
other top regional newspapers reaching close
to 402,710 homes.
BRAZIL Folha de São Paulo
The Brazilian equivalent of “The New York
Times”. It is the largest newspaper in Brazil and
one of the most influential papers in the
country, reaching over 1.2 million people on a
daily basis. It has the strongest editorial
entertainment section in the country.
Circulation: 335.000 daily issues.
CHILE La Tercera
One of the top daily newspapers from Chile.
COLOMBIA El Tiempo
Colombia’s #1 daily newspaper.
Circulation: 240.238
MEXICO El Universal
Known as “The Newspaper of Mexico”, was
founded in 1916, and also was the first one in
certifying its paid circulation. Circulation:
204,000
VENEZUELA Entertainment Magazine (Super Cable)
This is the magazine of cable operator Super
Cable, one of the top pay TV systems in
Venezuela.

5. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 5
Bogotá, Colombia
November 3, 2011
On November 3, around 30 journalists and local VIPs attended a screening event of EL
PRINCIPITO at Tuvalú, a local library and activity place for children. The invitation was
extended to guests and their kids to come to get an exclusive glimpse of the first
episode. Prior to the screening, and in honor of the author, TV personality and model
Catalina Aristizabal, read an excerpt of the first chapter of The Little Prince.

6. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 6
Santiago, Chile
November 29, 2011
Another screening took place in Santiago, Chile at Teatro Mori Parque Arauco at the end
of November with the attendance of close to 80 guests that included press and local
VIPs, who also came to the event with their children. At the activity, held in conjunction
with Movistar a local cable system, an excerpt of The Little Prince was read by actress
Mariana Derderián.
Mexico

7. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 7
November 30 to December 4, 2011
Interactive stand at
Feria Internacional del Libro de Guadalajara (FIL): Kids’ section
In an activity organized in conjunction with local cable operator Megacable, children
attending the book fair were able to let their imagination run free in an interactive stand
designed to experience The Little Prince series. During the four-day activity, close to
3,000 people were exposed to the show and the Discovery Kids Brand taking home a
memorable experience.
SAMPLES OF THE TOP COVERAGE RECEIVED IN MARKET:

8. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 8
ARGENTINA
CHILE
SEMANARIO
MERCURIO

9. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 9
CLARIN

10. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 10
BRAZIL
COLOMBIA
MEXICO
VEJA AND FOLHA DE SAO PAULO

11. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 11
VEJA AND CRESCER ONLINE

12. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 12
CHILE
LA TERCERA
REVISTA WIKEN (MERCURIO)

13. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 13
REVISTA VIVE (VTR)
COLOMBIA

14. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 14
REVISTA GENTE
EL PAIS

15. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 15
REVISTA NUEVA
MEXICO
TOP MAGAZIN
MEXICO

16. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 16
TOP MAGAZZINE
RECORD

17. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 17
GENTE CHIQUITA AND REFORMA

18. The Little Prince Launch in Latin America / COMMUNICATIONS REPORT Page 18