The document outlines Foxtel's launch of their download service in 2009 and their target audience and advertising strategies. It discusses competitors in the IPTV space and profiles "Peter", a target consumer - a married man in his 30s with kids who works long hours and needs convenience and control over his TV viewing. The document proposes two advertising concepts - the first emphasizing Foxtel Download allows sport and entertainment anywhere, and the second emphasizing the lifestyle benefits of being able to watch TV anywhere to make the most of time.

2. FOXTEL DOWNLOAD Launched September 2009 No additional cost Access to subscription channel content

3. Role of Advertising Increase consumer awareness Demonstrate beneficial product attributes Position Foxtel as a “standard” product

4. Competitors 2010 launch of IPTV Fetch TV & Bigpond TV Free TV video on demand Peercasting

5. Target Audience 25 to 40 year old males Conventional Family Life Budget conscious Family responsibilities a priority Little to no structured spare time

6. “ PETER” Early 30s Married, 2 young kids Works in CBD, catches train House in the suburbs Often works late Spends weekends on family responsibilities Sports mad

7. Consumer Insight Likes to watch sport Never has time to just sit down and watch TV Foxtel is a luxury Value for all the family in entertainment spend Control and convenience is important

8. USP Foxtel Download Sport and Entertainment Wherever YOU Are

9. Concept 1 TVC, Print & Outdoor Advertisement Foxtel is something “everyone” has Foxtel Download product benefits Unexpected downtime during the day Control and convenience, wherever you are

10. Mood Board Humorous representation of frustrating scenario Corporate dress Simple, straightforward language Product is the hero

11. Concept 2 TVC, Print & Outdoor Advertisement Foxtel Download lifestyle benefits Helps you make the most of all your time Lets you keep up to date Access anywhere

12. Mood Board Outdoor setting, sports oval Happy, family atmosphere Kids in soccer kit, adults dressed casually Simple, straightforward language Hero is the father, balancing family responsibility with TV viewing