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Digital Lifestyle Programming Opportunity

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1. Brainfood Entertainment

2. Programming for the Digital Lifestyle

3. Strategy

4. Programming Solutions

5. Strategy in Practice

6. Conclusion & Review

Road Map of Presentation

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1.

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Where do we want to go?

Brainfood Entertainment envisions a world where

viewers can watch and interact with television

programming that is inspiring, enriching, and

entertaining.

Our mission is to become one of the world’s leading

developers of great television, synched digital

entertainment, and show related products for children,

teenagers, and adults young-at-heart.

Our goal is to deliver the content and audiences that

media based businesses use to generate revenue.

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How we will get there?

• Competition Shows

• Documentaries

• Game Shows

• Kid Shows

• Original Characters

• Conversational Content

• Digital Entertainment

• New Product Concepts

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• Start-up, Development & Launch- Major Cable, interactive, & VOD channels

- Character creation company

• Development & Production- Over 100 award winning television shows

- Large-scale web sites

• Partnerships and Alliances- Comcast, Cox, Cablevision, Charter

- Disney, AOL, IBM, MSN, Prodigy

Why will we be successful?

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If we’ve done it for them… we can do it AGAIN!

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2. Programming for the Digital Lifestyle

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Television Grows, But TV Viewing Is Decreasing

1100985

880 795

710

1997 2000 2003 2005 2007

Annual Television Viewing(in hours)

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Why?Question #1

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Millions of Viewers Want More From TV!

Today’s TV• “ Too passive an activity”

• “Very isolating”

• “Offers little challenge” “Not worth the time”

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* Viewers Want To Watch And…

• Compete

• Solve

• Learn

• Be Challenged

• Vote

• Interact

• Connect

• Appear

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iChatiChat

WebWeb

Interactive Toys

Interactive Toys

RadioRadioemailemail

InstantMessaging

InstantMessaging

GamesGames

Cell Phones

Cell Phones

ipodipodX-boxX-box

DVDDVD

DVRDVR

Viewers Are Being Drawn Away

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Who?Question #2

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“Millennials”

• Teens and Young Adults (13-24)

• 47 million people (USA)

• Spend an estimated $149 billion

• “The dream demographic”

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Their Migration away from TV has already begun

16.7

13.612

7.7

Internet TV Radio Phone

* Weekly Television Viewing(in hours)

* Harris Interactive & Teenage Research Unlimited

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How?Question #3

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Collaborate With The Competition

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Design Integrated Entertainment Experience

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Integrate Content with Sponsor Message

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Example: Collaborate, Design & Integrate

iChatAV (software)

iSight(camera)

“ Sending own picture and videos” rated #1 activity

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What does this mean to a program developer?

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3. Strategy

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Business Strategy

1. Create a meaningful consumer brand

2. Develop lean-back & lean-forward programming

3. Target all media & play

4. Form strategic partnerships

5. Co-develop properties

6. Capitalize on advertising / sponsorship opportunities

7. Program Platform Strategy

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1. Create A Brand That Stands for Something

• Create engaging entertainment

• Develop universe of original characters *

• Create game-like environments *

• Develop entertainment with educational slant

* Revenue generating

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Lean Back

• Watch TV

Lean Forward

• Connect

• Communicate

• Compete

2. Develop Lean-back / Lean-forward Programming

Advantages

• Appeals to 2 major audiences

- Existing viewing habits

- Developing viewing habits

• Cable unique

• Holds short attention viewers

• Decreases ad skipping

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3. Develop Programming For All Media & Play

* Revenue generating

**

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CONVERSATIONALCONTENT

CHALLENGE &ADVENTURE

New Programming Formats

KIDS ENTERTAINMENT PLUS

For the digital lifestyle

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Challenge & Adventure

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Audience: Under Challenged Teenagers & Adults

• Program Format Involving

Allows audiences to participate

Incorporate surprises

•Viewers wantGame shows that “make you think”

Mysteries and Who-dunits

Vivid Realism

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For the Lean Back or Lean Forward Audience

Watch

Vote

Play along

Solve puzzles Find clues

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Shows in Development

• “You Are The Detective”

• “We Are Here!”

• “Your Fantasy Come True”

• “You Are The Judge”

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Conversational Content

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Audience: Teenagers & Young Adults

•AudienceInterested in “provocative” subjects

Want to discuss these subjects with others

•Content “Must Haves”Relationships

Celebrities

Music

Fashion

Politics

Breaking events

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Fulfill MILLIONS of viewers unmet needs

• Watch or Interact

• Connect with other viewers

• Interact with contestants

• Participate in a poll

• Get more information

• Appear “virtually”

• Vote for a contestant

Conversational Content lets us…

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Shows In Development

• “Cool Hunters”

• “You’re The Judge”

• “La-La Land”

• “Fantastic Failures”

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Kids Entertainment Plus

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Program Format “Must haves”

• Fun but not juvenile

• Quirky with edgy characters

• Entertaining and meaningful

• Teach my child something useful

• Show cooperation not aggression

Audience• Children - fun & knowledge-hungry • Parents - want more than just “empty calories”

Watch together

Kids Entertainment PlusTarget Audience: Parents and their Children

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In Development

•TV Shows

• “Wild Wacky World”

• “Brain Power”

• “Nitwits”

Products

•“Ms. Moon In Your Room”

•“Captain Planet”

•“Brain Drain Game”

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4. Form Strategic Partnerships

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5. Co-develop Properties with Partners

* Revenue generating

*

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6. Advertising / Sponsorship Advantages

• Play to Existing Advertising Practices

• Sponsorship opportunities

• Plus These Additional Features

- Integrated Advertising

- Enhanced Campaigns

- Tracking Features

- Marketing database

- Lets loose advertiser creativity

Captures More Advertiser Market Share

* Revenue generating

*

**

*

*

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Strategy into Practice6.

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&

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Apple Computers

• $20 billion company

• Founded by garage based inventors

• Know as an innovator

• Mantra : work, play, and communicate

• Spends millions promoting new products

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Apple Repositioning

• Morphing into a consumer-electronics company

• Focus: Software, Services, and Digital Entertainment

• Is capitalizing on its image of “hip brand”

• Promotes video, music, high-tech fashion & creativity

• Leveraging its street credibility in Hollywood and high-tech

“The Cult of Cool”

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• Promotes the innovative spirit

• For millions interested in hot products & cool people

• Features garage inventors and offbeat creators

• Focuses on hi-tech, fashion, and street trends

• Viewers interact using computers & digital devices

• Features incredible grand prize worth $ millions

Cool Hunters Television Series

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For the new Digital LifestylersThe “Watch & Interact” Audience

• Hot products & Cool people

• Connect with other viewers

• Vote for a contestant

• Polls & Sweepstakes

• Appear “virtually” on the show

• Become a SUPERSTAR!

Use Apple’s digital devices and services

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Benefits of Sponsorship

•Help to unveil next generation entertainment based products

•Feature products in show

•Encourage viewers to communicate in a new way

•Show audiences how fun and easy it is to integrate

Apple’ new devices and services with their TV, PC, cell

phone and more.

“A powerful vehicle for those who want to be linked with the leading edge of technology, fashion & entertainment”

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7. Program Platform Strategy

Brainfood’s Lean-back / Lean-Forward Television Programming

Enhanced Advertising

Integrated Sponsor Content

Digital Devices / iTV

Traditional Advertising

Communication Networks

Additional revenueopportunities

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& Partners