MY BRAND WENT MOBILE THE MTV MOBILE PATH IN SPAIN: WHEN, WHY, HOW AND WHAT WE DO Forum Telecom Lisboa 11th July 2006

Overall vision: MTV Spain in the mobile market Our first steps: sms services Increasing presence: from web to wap Bringing some interactivity in: sms on screen Mobile in our core business: video meets mobile Video meets mobile: actual projects in MTV Portugal The model evolves Next steps… What is this about?

Overall vision: MTV Spain in the mobile market

Our first steps: sms services

Increasing presence: from web to wap

Bringing some interactivity in: sms on screen

Mobile in our core business: video meets mobile

Video meets mobile: actual projects in MTV Portugal

The model evolves

Next steps…

The Spanish Mobile market: Heavy users, high penetration 37.2 MM users: penetration 106% (2006) New handsets, new services… 3.5 MM GPRS users 2004. 2.5MM users 3G (2005). 3G growing: Movistar forecast 4.5 MM 3G handsets in 4Q 2006 All MNO are focused on video services for 2006 SMS growing : 52.5 sms/user/month durante 2004. Total of 23.6 BM sms. Sms P2P increased 25% (2004 vs 2003) MTV as the right brand to get multiplatform TV+ Mobile + Web + ADSL (IPTV, VOD, P2P) +Blogs+mp3 devices Overall vision: MTV Spain in the mobile market

The Spanish Mobile market:

Heavy users, high penetration

37.2 MM users: penetration 106% (2006)

New handsets, new services…

3.5 MM GPRS users 2004. 2.5MM users 3G (2005).

3G growing: Movistar forecast 4.5 MM 3G handsets in 4Q 2006

All MNO are focused on video services for 2006

SMS growing :

52.5 sms/user/month durante 2004.

Total of 23.6 BM sms.

Sms P2P increased 25% (2004 vs 2003)

MTV as the right brand to get multiplatform

TV+ Mobile + Web + ADSL (IPTV, VOD, P2P) +Blogs+mp3 devices

We need to be where our target is Nokia is the 5th most recognized brand among young people 56% of Internet users watch more than 70 minutes of video streaming a month Young users spend from 10 to 15% of their money in mobile Half of them create or share content (blogs, personal webs, fans, P2P) Overall vision: MTV Spain in the mobile market

We need to be where our target is

Nokia is the 5th most recognized brand among young people

56% of Internet users watch more than 70 minutes of video streaming a month

Young users spend from 10 to 15% of their money in mobile

Half of them create or share content (blogs, personal webs, fans, P2P)

We need to be where our target is Overall vision: MTV Spain in the mobile market Music is interesting, but we’re facing new ways of consuming it with higher penetration ratios than our channels Data: 3ª Ola EGM

We need to be where our target is

We need to be where our target is Overall vision: MTV Spain in the mobile market If we ask our viewers what do their stop doing when they go for browsing the web, most common answer is that they stop watching TV (67.7%) If we ask them what activities they did on line during the last month, 56% answers “downloading music” and just 3.4% of them pays for those downloads

We need to be where our target is

If we ask our viewers what do their stop doing when they go for browsing the web, most common answer is that they stop watching TV (67.7%)

If we ask them what activities they did on line during the last month, 56% answers “downloading music” and just 3.4% of them pays for those downloads

We need to get positions in the market MTV is the best brand for advertisers looking for young target Then, MTV has to be able to connect with the target wherever they are. Our first answer to “why MTV goes mobile?” is because our target goes Mobile We need to explore new revenue streams Overall vision: MTV Spain in the mobile market

We need to get positions in the market

MTV is the best brand for advertisers looking for young target

Then, MTV has to be able to connect with the target wherever they are.

Our first answer to “why MTV goes mobile?” is because our target goes Mobile

We need to explore new revenue streams

At the end of the day, we’re global: Viacom launched more mobile video channels in the US than any other media company Will operate 15 mobile TV channels via MTVN Intl by the end of 2006 MTV Networks is developing and programming a wide range of mobile content, including new original 3G programming to mobile audiences worldwide Overall vision: MTV Spain in the mobile market

At the end of the day, we’re global:

Viacom launched more mobile video channels in the US than any other media company

Will operate 15 mobile TV channels via MTVN Intl by the end of 2006

MTV Networks is developing and programming a wide range of mobile content, including new original 3G programming to mobile audiences worldwide

When: since back in 2001 until now. We keep on doing sms contest as the easiest answer to a TV spot Why: a 360º campaign (Doritos, Fritolay company) first Mobile use along with the first on line launch of mtv.es in order to build a 360º campaign Great success (in terms of sms answer and on line downloads) How: revenue share with an sms platform owner What: sms contest plus first downloads (ringtones) Our first steps: sms services

When: since back in 2001 until now. We keep on doing sms contest as the easiest answer to a TV spot

Why: a 360º campaign (Doritos, Fritolay company)

first Mobile use along with the first on line launch of mtv.es in order to build a 360º campaign

Great success (in terms of sms answer and on line downloads)

How: revenue share with an sms platform owner

What: sms contest plus first downloads (ringtones)

When: since back in 2003 until now Why: new cell phones admit more content to download wap/Imode as the answer to bring the brands to the consumers handset. Advertising opportunities driven by co-marketing campaigns with MNOs How: revenue share with technical developer plus deal with the 3 MNOs What: Channel grid, promotions, news, ringtones, images, games… and ads soon This will be soon a reality in MTV Portugal as well Increasing presence: from web to wap

When: since back in 2003 until now

Why:

new cell phones admit more content to download

wap/Imode as the answer to bring the brands to the consumers handset.

Advertising opportunities driven by co-marketing campaigns with MNOs

How: revenue share with technical developer plus deal with the 3 MNOs

What: Channel grid, promotions, news, ringtones, images, games… and ads soon

This will be soon a reality in MTV Portugal as well

When: since back in 2003 until now Why: A way to keep viewers watching our shows A way to interact with users and make them feel inside the MTV community How: revenue share with an technical developer What: pure sms shows, sms as a way to participate in a show –voting, sending opinions- Bringing some interactivity in: sms on screen

When: since back in 2003 until now

Why:

A way to keep viewers watching our shows

A way to interact with users and make them feel inside the MTV community

How: revenue share with an technical developer

What: pure sms shows, sms as a way to participate in a show –voting, sending opinions-

When: since December 2003 until now, daily show Monday to Friday Why: A way to interact with users and make them feel inside the MTV community Bringing some interactivity in: sms on screen, MTV Portugal: re:action What: a way to participate in a show, voting, sending opinions

When: since December 2003 until now, daily show Monday to Friday

Why: A way to interact with users and make them feel inside the MTV community

What: a way to participate in a show, voting, sending opinions

When: since back in 2005 until now Why: New handsets admits video A revenue stream that fits our core business More profit from our products Communicating our products on new formats Offering our channels wherever the user is How: revenue share with MNO. Pay per access, pay per subscription, VOD , simulcast… What: any kind of video content Mobile in our core business: video meets mobile

When: since back in 2005 until now

Why:

New handsets admits video

A revenue stream that fits our core business

More profit from our products

Communicating our products on new formats

Offering our channels wherever the user is

How: revenue share with MNO. Pay per access, pay per subscription, VOD , simulcast…

What: any kind of video content

TMN: MTV Music (24/7 channel), MTV Snax (made for mobile loop), Game One (24/7 channel), Nick (made for mobile loop) Vodafone: MTV Music and MTV Snax Optimus: To be announced soon... Are more about to come... Video meets mobile: actual projects in MTV Portugal

TMN: MTV Music (24/7 channel), MTV Snax (made for mobile loop), Game One (24/7 channel), Nick (made for mobile loop)

Vodafone: MTV Music and MTV Snax

Optimus: To be announced soon...

Are more about to come...

The model evolves: how it was? Revenues Carriage Advertising Costs Content Programming Viewers / Ratings Investment

Revenues

Carriage

Advertising

Costs

Content

Programming

The model evolves: how? Viewers / Ratings Investment “ Controlled” (B2C) Advertising Web sites Overdrive Digital Music Services OD2 Urge SMS-to-TV “ Over the Fence” (B2B) MobileTV Mobile VOD MVNO Mobile Games Content licensing iTunes etc) Revenues Internal Other Viacom companies Technology Costs External Record labels Plays Subs Rev share Publishers Back-end Talent Unions

“ Controlled” (B2C)

Advertising

Web sites

Overdrive

Digital Music Services

OD2

Urge

SMS-to-TV

“ Over the Fence” (B2B)

MobileTV

Mobile VOD

MVNO

Mobile Games

Content licensing

iTunes etc)

Internal

Other Viacom companies

Technology

External

Record labels

Plays

Subs

Rev share

Publishers

Back-end

Talent

Unions

This is a quick evolving market: keep your eyes open It’s not about technology, but about adapting tools to your company strategy Some next to come chances: DVBH possibilities (video plus data on same handset screen) Content pushed to users by subscription Video advertising for Mobile Off portal wap capabilities Once in mobile, why not on iPods? And many, many more… Next steps

This is a quick evolving market: keep your eyes open

It’s not about technology, but about adapting tools to your company strategy

Some next to come chances:

DVBH possibilities (video plus data on same handset screen)

Content pushed to users by subscription

Video advertising for Mobile

Off portal wap capabilities

Once in mobile, why not on iPods?

And many, many more…

Next steps: being multiplatform!! PORTALS DEVICES SEARCH RSS P2P

Víctor Puig Head of Interactive [email_address] Tfno: 91 781 84 32 Serrano 43-45, 4º Planta 28001 Madrid Muito obrigado