I M T Vstudio Wrap Up( Apple)

Slide 1: 2003 iMTV Studio Wrap-Up Report Contents contained in this presentation are considered privileged and confidential information Any reproduction of this presentation without the consent of MTV KOREA is strictly prohibited

Slide 2: table of contents 1.0 Objective 2.0 Concept 3.0 Outline 4.0 On-air 5.0 on - line 6.0 Press 7.0 Post analysis - rating 8.0 On-site images 9.0 Contact

Slide 3: objective CLIENT NAME : APPLE TYPE : Computers/Digital Lifestyle Products IMAGE : Innovative, Cutting Edge, Cool AUDIENCE DEMOGRAPHIC: 79.2% (19-34 years old) / 20.8% (13-18 years old)* PSYCHOGRAPHIC : Stylish Students, Cosmopolitan Trendsetters, Sophisticated Bobos/Yuppies OCCUPATIONS: 37.7% Young Professionals / 27.6% College Students / 20.9% High School Students* PROMOTIONAL ELEMENTS INNOVATIVE: Unique promotions that competitors have never attempted EFFECTIVE: Unique promotions that expand brand exposure and increase business revenues ENTERTAINING: Unique promotions that mix the right people at the right place at the right time

Slide 4: concept iMTV Studio FORMAT: Music Talk Show + 4 Music Videos (60 min) On-aired Dates: September 27, 2003 – December 19, 2003 TX: Weekly (1 premiere + 2 reruns) HOST: Nam Gung Yun (Musician/Critic/DJ) SYNOPSIS: iMTV Studio was a music talk show where the witty and widely respected musician Nam Gung-Hyun invites a special guest every week for an intimate and interactive hour full of news, interviews, and music reviews. Shot live on location at the COEX Mall Apple Experience Center, iMTV Studio provided viewers with an up close and personal opportunity to meet some of Korea’s biggest celebrities in a cool, casual , lounge setting. Every week, one lucky viewer had a chance to appear on the show and receive an iPod. PPL: The show was held on-location at the COEX Mall Apple Experience Center. Program graphics and packaging simulated iTunes/iPod/iChat AV interface design (TBWA and Apple final approval required) SYNERGIES: A special iMTV Studio microsite to allow viewers to add comments, get information. BENCHMARKS: MTV Select (Canada), MTV TRL (USA/Italy), MTV Really Want U (Korea)

Slide 5: outline iMTV Studio PROGRAM SECTIONS NGY Express : Opening of show where the host talks about a current music news issue PowerTalk : Special guest is introduced and talks about his/her latest happenings V5 : Special guest talks about his/her favorite songs/music videos Chat QA : An interactive iSight interview session with audience (winner receives an iPod every week) iVideo : Host ends show with a music video and makes comments before plays

Slide 6: outline iMTV Studio PROGRAM GUESTS DJ DOC: Korea’s top hip-hop trio (Week 1) KIM JIN-PYO: Korea’s top rapper (Week 2) KANG SAN AE: Korea’s top live rock Singer (Week 3) SHIN HAE-CHUL: Korea’s top live rock Singer (Week 4) CHERRY FILTER: Korea’s top modern rock band (Week 5) NO BRAIN: Korea’s top hip-hop duo (Week 6) DEFCON & SUPASIZE: Korea’s top hip-hoper & rapper (Week 7) HOT POTATO: Korea’s top live rock band (Week 8) JU SUC: Korea’s top hip-hop rapper (Week 9) PSY: Korea’s top rapper (Week 10) KANG KYUNG-HO: Korea’s top professional photographer (Week 10) STONY SKUNK: Korea’s top hip-hop duo rappers (Week 12)

Slide 7: on-air iMTV Studio (tune-in spot) 본방 : 매주 토 12:30 재방 : 매주 일 10:00, 금 02:00 Total tune-in spots: (Sept 24 – Dec 19, daily x 3 spots = 165spots)

Slide 8: on-air iMTV Studio (program TVC / ending credit) Title Program Program Title Intro Outro TVC TVC TVC ENDING CREDIT EXPOSURES : • Billboard duration = 5 seconds / shows TVC EXPOSURES : • TVC duration = 30 seconds • TVC exposure total = 4 daily x 30 days = 120 times per month • TVC Intro spot = 1 / show (in the beginning of the program) • TVC interim spot = 1 show (in the middle of the program) • TVC Outro spot = 1 show (in the end of the program)

Slide 9: on-air iMTV Studio (program TVC / ending credit) intro TVC interim TVC outro TVC ending credit

Slide 10: on-line (mtv.co.kr) iMTV Studio (on-line) on-line promo banner @ MTVK main page (mtv.co.kr) iMTV Studio program page (mtv.co.kr/onair/istudio)

Slide 11: press iMTV Studio (press release – offline) Sport s Seoul - 2003. 10. 2 Joong A D l y - 2003. 10. 3 ng ai

Slide 12: press iMTV Studio (press release – online) Sport s Today - 2003. 10. 16

Slide 13: press iMTV Studio (press release – online) Y hap N s - 2003. 9. 26 un- ew

Slide 14: post analysis - ratings iMTV Studio (ratings, age from15 to 34) age between 15 to 34 age between 15 to 34 (male) age between 15 to 34 (female) premiere re-run(2) re-run(3) Ave. premiere re-run(2)re-run(3) Ave. premiere re-run(2) re-run(3) Ave. 1회 0.047 - - 0.016 0.017 - - 0.006 0.082 - - 0.027 2회 0.040 0.030 - 0.023 0.025 0.003 - 0.009 0.058 0.061 - 0.040 3회 0.003 0.014 0.107 0.041 0.002 0.003 0.070 0.025 0.005 0.027 0.150 0.061 4회 0.036 0.093 - 0.043 - 0.093 - 0.031 0.079 0.093 - 0.057 5회 0.002 0.051 - 0.018 0.004 0.022 - 0.009 - 0.085 - 0.028 6회 0.054 0.040 0.012 0.035 0.097 0.057 0.013 0.056 0.004 0.020 0.011 0.012 7회 0.049 0.009 0.007 0.022 - - 0.003 0.001 0.106 0.019 0.012 0.046 8회 0.167 0.067 0.024 0.086 0.202 0.117 0.021 0.113 0.124 0.009 0.028 0.054 9회 0.108 0.052 0.002 0.054 0.154 0.007 0.004 0.055 0.054 0.106 - 0.053 10회 0.070 0.005 0.064 0.046 0.024 - 0.007 0.010 0.124 0.011 0.131 0.089 11회 0.147 0.052 0.002 0.067 0.077 0.055 - 0.044 0.228 0.048 0.005 0.094 12회 0.014 0.011 0.015 0.013 0.017 - 0.028 0.015 0.011 0.024 - 0.012 Ave. 0.061 0.034 0.020 0.038 0.050 0.030 0.011 0.030 0.073 0.039 0.031 0.048 Source : AC Nielsen / Target : individual Cable Viewers / Date : 9/27 ~ 12/19 / Area : nation wide

Slide 15: on-site images MTV Most Wanted (Apple Experience center launching day – August 14th, 2003)

Slide 16: on-site images iMTV Studio (COEX-Apple Experience center from September - December )

Slide 17: on-site images iMTV Studio (COEX-Apple Experience center from September - December )