Infiniteloop.tv 051210

Business planning document Intheloop.tv – your route to live events Page December 5, 2010

Infiniteloop.tv – your world’s local TV channel Page ,[object Object],[object Object],[object Object],[object Object],[object Object],Infiniteloop.tv – your world’s local TV channel

Web-TV can unlock powers that broadcast TV can’t Page ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Infiniteloop.tv – your world’s local TV channel A ttention I nterest D esire A ction R eaction N E W

Shaping tomorrow’s TV experience – Building your world’s local TV channel Phase II Phase I Infiniteloop.tv – your world’s local TV channel Page Time 12 - 24 months 24 - 36 months Developing applications Forming strategic partnerships Building the infrastructure to turn the site into a fully functional TV platform Traffic generation and building “emotional strain“ Creating a web-TV guide Generating traffic Selling TV channels Mile stones 24 - 36 months Mostly funded Funding required Our strategy involves 3 major steps A TV channel for every company ,[object Object],[object Object],Merging web TV with broadcast TV TV channels “going public” Connecting TV channels Phase III Funding required ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Collaborative content creation may change the future of TV and why we think it will define Web 3.0 Page Infiniteloop.tv – your world’s local TV channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Experience the use of new TV in everyday life Creating content collaboratively ** Content created separately from two sides * Pure information supply (no interaction) * ,[object Object],[object Object],The evolution from web 1.0 to web 3.0 Web 3.0 will bridge the broadcast TV to Web TV gap

Our model allows producers to test the commercial viability of any production at the earliest possible stages Page Infiniteloop.tv – your world’s local TV channel ,[object Object],[object Object],[object Object],Distribution and Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],By involving audience at the “Content creation” stage of the value chain we increase viewing demand, build brand loyalty and save costs in all subsequent stages Consumer forces ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Technology forces ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Event-driven (pre-event action increases interest) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Event - action Applicable examples in various industries Event type ,[object Object],[object Object],[object Object],[object Object],[object Object],Could co-operate with partner TV channels for distribution (e.g. “Fisker” uses “car dealers’ channel”; Nestle uses “ Wal-Mart channel”) Targeted audience Aggregation on our website Targeted audience facilitates demographics analysis; keeping fan base to initiate follow-up event and chance for all participants to easily re-connect with event ,[object Object],[object Object],[object Object],[object Object],Media & Entertainment Value Chain

Simple example demonstrating value contribution by making TV more personal, social, ubiquitous “ USA today” widget “ Gucci” widget “ Ferrari” widget Infiniteloop.tv – your world’s local TV channel Event partners (e.g) print media bid for a widget Advantage: engaging consumer experience “ Warner Music“ widget “ Fan interaction” – suggest new star to the event Create the action See the action on event channel 3 “ Ivan Drago” challenger from China starts competing event, seeks fan support, because he thinks to be the best choice Sponsor this event as a new partner “ Fan interaction” – add alternative content … Action list is literally infinite… 2 “ Fan forum” See results of most popular accepted / rejected actions Event owner site / widget Event live stream “ Fan interaction” Original recordings used instead of made-for-TV music > Getting a song played boosts record labels and artists sales Designers collaborate with producers in search for the latest fashion trends to dress up the cast and promote / sell clothes here directly Automobiles draw a lot of attention on TV (e.g. Ferrari could create its own parallel challenge inviting fans for new product launch, etc. “ USA today lets readers know and download the songs that would be featured in the next episode of the show Rights holder (Warner Bros) accepts concept, initiates further steps and collaborates with fan base to create the event Initiate the action 1 Stallone starts online casting to find new “Ivan Drago” Go to action Create the action 1 Page ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Connecting TV globally will form closer relationships and help building a broader global presence Page 3 Infiniteloop.tv – your world’s local TV channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Sylvester Stallone keeps you in the loop“ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User profiles will be customised as TV channels and show a summary of current actions, fan requests, votings, etc. … turning a simple profile page… 4 … into your personal online TV channel … … and taking your TV channel public. 6 5 Stallone TV Stallone forms event related joint channel with Walmart

Use the “Make a change” button on YouTube to challenge your favourite stars against each other “ The Sun” widget “ DSDS” widget “ Ferrari” widget Infiniteloop.tv – your world’s local TV channel Event partners (e.g) print media bid for a widget Advantage: engaging consumer experience “ Warner Music“ widget Gumball TV– live coverage 2011 race Create the action See the action on event channel 3 Thomas Anders starts competing event and thinks he can beat Dieter Bohlen in the race Sponsor (e.g. Club owner) joins to support driver Dieter Bohlen in the challenge; covers pre-event in public channel “ Fan interaction” – add alternative content 2 “ Fan forum” See results of most popular accepted / rejected actions Event owner site / widget Event live stream “ Fan interaction” Original recordings used instead of made-for-TV music > Getting a song played boosts record labels and artists sales German DSDS, counterpart of UK X-factor, provides special coverage about the event Ferrari provides Dieter Bohlen with a car and covers events related to the race (e.g. test drives, etc.) “ The Sun” lets readers know and download the songs that would be featured in the next pre-event action Rights holder (Gumball Inc.) accepts challenge, initiates further steps for new competitor and wins new fan base Initiate the action 1 Go to action Create the action 1 Page Go to action ,[object Object],[object Object],[object Object],[object Object]

Phase I turns viewers into directors by putting them into the driver‘s seat for content creation Page Infiniteloop.tv – your world’s local TV channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Phase II will connect event-driven TV channels and benefit from interconnectivity created in phase I Page Infiniteloop.tv – your world’s local TV channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Phase III taps our full potential by putting event-driven content in the perspective of the public eye Page Infiniteloop.tv – your world’s local TV channel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The compelling customer need is about bringing the power of the internet but keep it TV simple Page Infiniteloop.tv – your world’s local TV channel Intel‘s vision of TV ,[object Object],[object Object],Intel's chief technology officer, Justin Rattner Intel's Head of digital home group, Eric Kim ,[object Object],[object Object],[object Object],BBC's director of Future Media and Technology, Eric Huggers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Production cycle shows that YouTube’s inefficiency in content distribution is our profit opportunity Infiniteloop.tv – your world’s local TV channel Consumer forces Now: First time content is seen by audience (often test screenings) where true value can be assessed and realised Change : Early feedback available in the value chain; Break-down into main event (e.g. movie release) and pre-events (e.g. Castings, selling “Making of“ DVD); Main events remain highlight; but become more anticipated due to increased fan involvement since stage 1; (using Wal-Mart TV channel to promote it) Now: Production company, talent agents, cast (as part of package) nat‘l broadcaster and distributor, sales agent, must equally agree on project with financiers Change: content is popularity driven and scaleable to make finance decisions; advantage for independents Marketing Now: Marketing creates sales info for use at int’l markets and trade papers. Word of mouth Change: Marketing could form joint TV channel with Wal-Mart, better time the release of promotional events (e.g. show and sell “the making of XY” before the movie release, use widgets, etc. Now: YouTube’s policy is to bypass distributors by dealing directly with directors and position itself as an open platform for filmmakers to reach customers directly. Change: In o ur business model theatre remains the place where a film earns a reputation; we help building a relationship between the producer and distributor Now: Production company, talent agents, cast, etc. all need to agree on deal, hence, very complex & lenghty stage Change: Producers able to market and distribute their content directly to consumer; better demographic reach through internet marketing lets cinema owners, etc. enter production market themselves Now: : Expensive concept testing, test screenings, exit surveys, etc.; Development stage is high risk and lasts longest (only 18% of films developed in UK reach production) Change: Concepts initiated by fans lower risk; Easy access to focus groups, usability tests, screenplay writers, producers, talent agents, directors, script editors, etc. Now: Small PR shoots for early marketing Change: Targeted PR Now: Sale info for int’l markets & trade papers Change: Shift in stages Now: Marketing for each territory & each exploitation avenue; distributor driven Change: Forming strong relationships since stage 1 ,[object Object],[object Object],Now: YouTube, Netflix, etc. signed distribution deals with cinemas, studios, etc. conflict of interest with studio system which still prefers “theatrical > VOD > DVD > online Change: DVD sales declining & replaced by online download or VOD; Sales opportunity of “ Spin-off” secondary products associated with pre-events Infiniteloop (= event-driven) YouTube Page ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Element ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Now: Marketing hardly performed at this stage Change: It becomes a necessity to build upon existing audience to explore and promote new content: Players Support services Change: Audience Aggregation starts here Now: Audience Aggregation starts/ends here ,[object Object],Change: build upon existing audience

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market: High-end Wants: Best design, features, performance, storage place regardless of price Type: Medium partners of stars, e.g. ad agencies, movie studios, tabloids, other large corporates; Early adopters > must be first to own, trendsetters Results: higher price , fewer buyers Apple proves that customers pay for a competitive package > Yes we can sell TV channels (and more) High-end market Middle market Mass market Market: Middle Wants: Sensible balance between design, features, performance, within reasonable price range Type: Upper mainstream buyers, group between mass market & early adopters (Medium to small sized businesses, e.g. hairdressers, shopping malls) Results: higher price , fewer buyers; solidifies brand in marketplace Market: Mass Wants: Low price even at expense of performance & features, basic utility outweighs performance Type: Retail customers with ambition to “make an impact”, e.g. aspiring actors, screen writers, musicians, etc.; seek most utility for low price Results: lowest price , most buyers; extends brand in marketplace Sale of individual TV-channels and associated services; bidding for widgets Price Price Price PC owners with TV channels TV channel “halo” effect As more people are using the platform to gain control over content a low cost channel may become a switcher of current products “ to cool to resist” effect Easy access to compete/co-operate with everyone/everywhere and broadcast own program may make it irresistible for wannabe stars Higher price segment requires key account management service level Middle price segment requires local presence Low price segment requires downloadable standard package Infiniteloop.tv – your world’s local TV channel Page Other revenue opportunities Sale of individual TV-channels and associated services; bidding for widgets

Contact Page Infiniteloop.tv – your world’s local TV channel Get in touch: [email_address]

Infiniteloop.tv 051210

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