August 2007

Power of 10

First-run Syndication Strategy

Confidential Draft

2

Power of 10 Strategy Highlights

• Conduct detailed research on the show’s audience and performance to tailor the sales message and focus on the most likely buyers

• Support the show through a comprehensive program of marketing and publicity, including and estimated $5-7MM of marketing spend

• Provide the best sales tools to effectively showcase The Power of 10

• Generate $XMM in revenues from syndication

• Generate $XMM in revenues from ad sales and product placement

• Extend the brand to digital platforms, increasing exposure and driving $XMM in revenues

3

Research and Sales Support

• Continuously conduct local and national ratings research to develop expertise on the product and the relevant marketplace

• Identify an overall picture of the market and most likely partners through market reconnaissance

– Current customer and potential demos for expansion

– Strengths & weaknesses of the show from a viewer and partner standpoint

– Available timeslots, markets, network interest

Develop Product and Market Expertise

• Draft the message in the sales book with guidance from the sales and marketing teams

• Assist marketing/publicity efforts by creating buzz in the marketplace through emails sent to potential partners/affiliates

• Provide polling assistance to garner consumer feedback

Develop Sales Tools

4

Marketing Plan

Provide Resources for Superior Sales

Effort

Marketing Support to Reach Core Audience

• Creative materials• A collaborative effort across sales, marketing, research and PR to

provide necessary tools for the sales team to syndicate

– Sales Book– Customized sales books tailored to specific markets based on

pre-qualification research

– Trade Ads – ~3-4 week run in specific markets identified during planning

Marketing Effort Comments

• Broad Media Campaign• The full weight of SPT resources along with outside partners (e.g.,

Universal McCann) to create buzz and identity

– National Media – Full media mix e.g., on-air (network/cable), print, radio, trades

– Local Media– Co-op/shared media with local stations to ensure support (local

print/radio and out-of-home ads (billboards/bus shelters)

– Other – Local polls, special events, mall appearances, etc.

SPT has traditionally budgeted $5-7MM to launch a show of this caliber

5

Publicity

• Ratings announcements continue to be strong

• Drew Carey publicity/support continues

• Anticipate trade ads when CBS picks-up the show

Syndication PR Builds on Network

Success

Timing/Targeting for Trade Stories for Syndication

Message for Syndication

• Announce after syndication partners are locked

• Announce broadly with specific outreach to stations and Hollywood trades

• Highlight launch partner and time slots

• POWER OF 10 brought out by SPT, the studio responsible for the #1 and #2 games show of all time

• Call out POWER OF 10 strong performance on network

• Promote new host for syndication

• Highlight success of SPT’s other recently launched gamer shows

• Identify companion shows (e.g., Cross Words, if applicable)

6

Syndication Strategy

• Timing of release:

• Considerations: What else is coming out to market? What open slots are available? Who’s

interested? When is the market timing right? Implications for avails?

• Roll-out considerations (slow roll-out to “top-tier” affiliates; or “blow-out” right away”

Launch Date

Rate Card

“Pre-Qualify” Likely Buyers

• Rates

• How rates are derived (potential buyers’ program spending as a % of revenue)

• License fee versus barter

• Target likely partners based on available time-slots in ’08 – ’09 season

– SPT has relationships with the major players (e.g., ABC, NBC, CBS)

• Identify partners’ ratings by day-part, current demographics, long-term strategy/programming

goals, etc. to create appropriate sales strategy

$XXMM Potential Syndication Opportunity

7

Ad Sales Strategy

Discuss with Amy Carney

• Identify brands that SPT can sell :30 and :10 spots to based on research data

• Identify any product placement opportunities for the syndicated show

• Evaluate appropriate online ad sales strategy

$XXMM Potential Ad Sales Opportunity

8

Digital Strategy [What we intend to include]

• Development of mobile game

• Mobile personalization products – wallpapers, ring-tones, etc.

• SMS related activities inside the show – text answer to 4Sony during the show

Mobile

Online Game• Development of online game

• PC play, online web versions and downloadable versions for the PS3 and Xbox

• Use Crackle syndicated player to syndicate show

• Full ability to put episodes – full and clips – online and mobile

• Additional digital rights including DST/VOD

Online Player

Crackle

• Allow users to suggest questions

• Air episodes or clips or Minisodes

• Use online game

$XXMM Potential Digital Opportunity

9

• Development (Does SPT mobile do it? Use Java Ground?)

• Carriers (Exclusive 1 month w/ Verizon to get marketing commit? Then broad?)

• Pricing and unit expectations; total dollar expectations

Mobile Game

Online Game

• “For sale game” -- Speaking to Jeff Weiss about ability to create “for sale” game; speak with SOE about development responsibilities

• “Promotional game” Re-skin CBS version?Promote at POWER OF 10 website? And affiliate websites? And Crackle?

• Potential to reach XXMM unique users

• Syndicate to all affiliate pages? XXMM viewer reach

• DST/VOD potential?Online Player

Crackle

• Allow users to suggest questions?

• Air Minisodes?

• Use online game

Digital Strategy [Issues we’ve asked Sean’s team to address]