AXN B!G BreaksExperience Travel with (advertiser)

Objectives:• Encourage fans and customers sign up • To increase branding awareness • Strive to be innovative enticing users about the benefits of participation • To increase bookings

Mechanics:• Integrated On-Air and Online promo on AXN and Wego • Dedicated microsite featuring advertiser’s exclusive travel contents• Run of site call-to-action message on AXN and Wego• Contest to entice participation and to drive booking • Social Media Engagement via Twitter, Facebook, Email

Duration:• 6 weeks (can extend further)

Idea

Travel Destination Solution• Travel Destination Dedicated Site

– AXN BiG Break/WEGO travel site– Dedicated, Sponsor-able, Integrated micro-site

• Integrated Media Support– On-air cross channels promotional teasers– Online display ad units – Creative Production Services / Contents Development

• Targeted Audience – AXN viewers region-wide– WEGO online travel community region-wide

Campaign StrategyDedicated Travel Destination Solution

Online Campaign StrategyDisplay ad across Wego’s Website

Sky scrape

r160

x600

Leaderboard 728x90

Sky

scra

per

160x

600

Estimated deliverables (6 wks)• Unique visitors: 182,000 (TBC)• Unique page views: 1,160,000 (TBC)

Leaderboard: 728x90

Estimated deliverables (6 wks)• Unique visitors: 151,370 (TBC)• Unique page views: 1,130,500 (TBC)

Online Campaign StrategyAXN & Animax’s Website

Dedicated travel microsite• In partnership with Wego.com

travel search engine• Sponsor’s branded micro-site• Exclusive travel contents

AXN BIG Break / WEGO Travel Site

Exclusivity / Branded Opportunities Micro-site branded with sponsor’s corporate

color, products or Services, (ie: A) Thematic travel contents / Destination

features / Hot spots / Event calendar (ie: B) Special features on partner’s services, &

sights and sounds of tourist attractions (ie: C) Sponsor’s or partners banner hyperlinks to

its own booking pages (ie: D) Special promotional deals available (ie: E)

A

DE

B

C

Campaign StrategyCommercial Production Creative Services

Promo teasers Promo can be created with

sponsor’s branding, product or services

Contest promo teaser creation

Appendix

SPE Network Channel

WEGO Credential

SPE Networks – Asia• A wholly owned Sony Pictures Entertainment (SPE) company and backed by Hollywood’s

leading movie studio (2012, Spiderman, Casino Royale, Da vinci Code, Charlie’s Angels).

• Based in Singapore, SPE Networks – Asia operates a portfolio of four ad-supported channels:

• Every month more than 55 million viewers watch SPE Networks – Asia channels with a combined reach of more than 131 million viewers in 2009. (Source: AGB NMR Taiwan /Malaysia, TNS Singapore/Philippines, TAM India, CSM Hong Kong)

• SPE Networks – Asia is regional ad sales representative for AETN All Asia Networks channels as well as Comcast’s E! Entertainment Television

• With a bouquet of nine linear channel brands in total, SPE Networks – Asia will be able to offer advertisers a whole host of creative broadcast solutions that can meet their varying needs, spread across the best of general entertainment and factual entertainment genres.

Asia’s # 1 English GE Channel

• THE AWARD WINNING channel

• MOST WATCHED international channel in East Asia

• Multiple award winner in the annual PROMAX/BDA global and Asia awards

• AXN’s Asia Television Award winning original production The Amazing Race Asia was nominated for 37th INTERNATIONAL EMMY AWARD

• Available in 86 MILLION HOMES IN ASIA

• Watched by 126 MILLION VIEWERS in 2009 Source: AGB NMR Taiwan/Malaysia, TNS Singapore/Philippines, TAM India, CSM Hong Kong

Award Winning Channel Associated with

Quality, Creativity & Excitement

Available in All Major Countries in Asia Feed 24 / 7 Timeblock

AXN Taiwan 5,936,251

AXN South Asia Bangladesh 550,000

India 25,000,000

Pakistan 5,847,974

AXN Korea 2,542,673

AXN East Asia Brunei 26,625

Cambodia 3,525

China * 143,469 40,000,000

Fiji 4,692

Hong Kong * 661,688

Indonesia 521,312

Macau * 9,828

Malaysia 2,954,551

Maldives 5,601

Mongolia 1,509

Palau 3,392

Papua New Guinea 2,860

Philippines ** 941,746

Singapore 385,856

Sri Lanka 78,538

Thailand * 381,383

Vietnam 279,945

Total 46,283,418 40,000,000

Grand Total 86,283,418

• A basic tier channel in subscriber packages of all top cable systems

• Seen in 86 million homes in 22 Asian countries

Data as of Jan 2010

* EA program feed, EA 2 commercial feed

** EA program feed, Philippines commercial feed

Top Rated Ad-supported Channel in Asia

2009 Prime Time 6pm-1am Audience (Rating in ‘000), Pay TV 4+Singapore, Malaysia, Philippines, Hong Kong, Taiwan & India (AB class in 6 metros)

Source: AGB NMR Taiwan / Malaysia, TNS Singapore / Philippines, CSM Hong Kong

Substantial Rating Growth in 2009

Average Audience (Rating in ‘000), Pay TV 4+Singapore, Malaysia, Philippines, Hong Kong, Taiwan & India (AB class in 6 metros)

Source: AGB NMR Malaysia / Taiwan, TNS Singapore / Philippines, CSM Hong Kong, TAM India

+67%

+62%

Deliver 3 Core Groups of Viewers

Asian Affluents Digital Entertainment Junkies Modern Females

• 18-34 years old• Aspiring, up-and-coming • Early adopters of technology

and gadgets• Gamers & web surfers • Vocal and opinionated, regular

outdoor exercise• Viewers of Amazing Race,

Numb3rs, Leverage

• New generation females• Independent & career focused• Open minded, active social life• Have a keen sense for quality

and premiumness • Frequent gyms and pubs, love

to travel and shop• Love CSI, The Amazing Race

Asia, Damages

• Professionals, senior managers and entrepreneurs

• Sophisticated, yet young at heart• Global in perspective• Discerning trendsetters, regular

travelers• High-end luxury & electronic

goods consumers • Loyal fans of House, CSI

Power of the SPENA Bouquet

Case Study: Animax and BEYOND Extend the Reach of AXN

Philippine + Hong Kong Weekly Cume Reach 000s

2,527

3,4964,035

4,4624,769

5,076

26/4~2/5 26/4~9/5 26/4~16/5 26/4~23/5 26/4~30/5 26/4~6/6

Source: CSM Hong Kong / Kantar Media Philippines

Although AXN is already the most watched channel in East Asia, exposure on other SPENA channels can further extend the reach of the audience

• Founded in 2005 by former executives from IHG, Yahoo! and ZUJI

• Over 150 travel providers have signed commercial agreements with us, including:– leading airlines and low-cost-carriers, such as

Emirates, KLM/Air France, Lufthansa, Qantas– Leading hotel chains such as IHG, Starwood,

Marriott, Accor, Carlson and Pan Pacific– Leading OTAs and aggregators such as

Expedia, Travelocity, Agoda, HotelClub and Priceline etc.

• Over 20 distribution agreements including major portals such as Yahoo!, MSN, eBay, News.com.au, Detik.com etc

News Digital Media, a division of News Corp,

is an investor.

Introduction

Distribution Channels

WEGO.COM IS DISTRIBUTED ACROSS OUR PARTNER NETWORK

Wego Traffic –Demographics/BehaviourHighly active Travellers with Disposable Income

34% are aged 25-34, 28% are aged 35-44

47% are male. 53% are female

30% earn over US$50k/yr. 21% earn over US$100K/yr

52% spend at least 15 hours online each week

“Shopping”, “Resorts”, “Family/Kids” and “Romance” top the list of recent vacation types, with each cited by >40% of respondents

“Western Europe”, “SE Asia” and “Australia” were the top planned destinations

48% now spend more time hunting for good deals than they did before the recession

Customised Package 6 weeks Campaign

Cash Investment : US$80,000Total Media Value : US$120,000