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ITAPA 2008 Martin O. Kubacki
18.11.2008, Bratislava
Satellite as the complementary solution in digitalization process
20/11/2008 2
Who we are
� A wholly-owned SES company
� Operator of the leading DTH broadcast satellite system in Europe
� Extensive product and service portfolio
� 368 employees from 23 different countries
� Headquarters in Luxembourg, 9 affiliate offices in Europe & Africa
� 16 ASTRA Group (ASTRA + SIRIUS) satellites over Europe, 3 new satellites
under procurement
� More than 2,400 TV, radio and interactive channels available
� In total, 117 million homes are connected to the ASTRA Group satellites
20/11/2008 3
SES
SES AMERICOM
100%
SES NEW SKIES
100%
SES ASTRA
100%
CIEL
70%
QuetzSat
49%
APS
(ASTRA Platform Services)
100%
ND SatCom
100%
ASTRA TechCom Services
100%
entavio
100%
AMERICOM
GOVERNMENT SERVICES
100%
ASTRA
Broadband Services
100%
SES SIRIUS
90%
SES ASTRA within SES
Note: shaded boxes (e.g. SES SIRIUS, entavio) indicate companies under SES ASTRA management control
solaris mobile
50%
20/11/2008 4
SES worldwide coverage
� SES ASTRA is Europe’s #1 DTH satellite service provider, reaching 117 million TV households
� SES AMERICOM is a major player in broadcasting for US cable services reaching some 80 million US
households
� SES NEW SKIES is a premier provider of satellite communications services, with more than 250 customers
based in 80 countries
20/11/2008 5
19.2° east:TV, radio, interactive TV Continental Europe
28.2° east:TV, radio, interactive TV and broadband services
UK and Ireland
23.5° east:TV, radio, cable feeds, and broadband services
5° east:TV, radio, cable feeds, broadband services, OU
and VSAT
31.5° east:TV, radio, cable & terrestrial feeds,
and broadband services
5°E
NSS-703
NSS-11
NSS-6
Sirius 3
NSS-7
NSS-10
NSS-5
AMC-6
AMC-5
AMC- 9
AMC-2
AMC-3
1KR
1H
1G
1F
AMC-7
AMC-8
AMC-1
NSS-806
1E
2A
2D
2B
3A
AMC-16
AMC-11
AMC-10
AMC- 15
AMC- 4
AMC- 18
Sat Com C3
1L
28.2°E23.5°E
19.2°E
2C
The SES fleet (ASTRA Group highlighted)
Sirius 4
ASTRA 4A
31.5°E
5A
16 satellites at 5 orbital positions
ASTRA 1C*
*Satellite in inclined orbit
1D*
20/11/2008 6
Estonia
Latvia
Lithuania
Belarus
Ukraine
Romania
Poland
CzeSlovak
Hungary
CroatiaBosnia
Serbia
Italy
Benelux
France
Germany
Ireland
UK
Spain
AustriaSwitzerland
Portugal
Russia
Bulgaria
Slovenia
28.2E
5.0E
Fleet Strategy
The SES (ASTRA and SIRIUS) fleet strategy
19.2E
23.5E
►SES ASTRA started out with 19.2E
►UK/Ireland traffic moved from 19.2E to 28.2E to grow
►SES ASTRA invests into 23.5E to develop a new DTH position for Central European and Balkan markets
►SES Sirius acquired, serving Nordic, Baltics, Ukraine, Romania, Bulgaria and Russia
20/11/2008 7
1L1KR 1H
1F1G
ASTRA 1: key DTH orbital position
1L
1KR
1H1G
1F 19.2°East
20/11/2008 8
1L
Complete fleet renewal by 2011
1KR
1H1G
1F
1M1N 19.2°East
ASTRA 1: key DTH orbital position
=> Growth drivers: HDTV, Pay TV, DTT via satellite, Telcos
20/11/2008 9
1L1KR 1H
1F1G
ASTRA 2: DTH for UK/Ireland
2A
2B
2C2D
28.2° East
20/11/2008 10
ASTRA 2: DTH for UK/Ireland
2A
2B
2C2D
28.2° East
=> Growth drivers: HDTV, Launch of Freesat
20/11/2008 11
Fleet expansion
3A
1E
3B
23.5° East
=> Growth drivers: HDTV, Pay TV, DTT via satellite, ASTRA2Connect across Europe
ASTRA 3: DTH for CEE
20/11/2008 12
Example: ASTRA 1E at 23.5° East
ASTRA fleet coverage at 23.5o E
60 cm dish reception area
20/11/2008 13
ASTRA1G strengthening the 23.5°E position
SATSOFT
ASTRA 1G (23.5E)
Tx Beam (Transponder 3.012)
Az = -0.38° / El = 0.30°
DVB-S QPSK 3/4 (60 / 85 / 120 cm antenna contour)
-4.50 -4.00 -3.50 -3.00 -2.50 -2.00 -1.50 -1.00 -0.50 0.00 0.50 1.00
Theta*cos(phi) in Degrees
5.50
6.00
6.50
7.00
7.50
8.00
8.50
Theta*sin(phi) in
Degrees
ASTRA1G OSD at 23.5°E in Q1 2009
20/11/2008 14
ASTRA 3B providing extended service offering
Receive dish diam.[m] for 99.91% avail. Main satellite: at 23.5 E.Freq. 11.9535 GHz. C/(N+I)-threshold 7.9 dB. Dish PE-range [-0.50 0.00 0.50]deg. LNB-NF 1 dB.
0.6 0.851.2
ASTRA3B launch in Q4 2009, provisional footprint
20/11/2008 15
ASTRA customers
Europe’s leading broadcasters and resellers are ASTRA customers
20/11/2008 16
0
10
20
30
40
50
60
70
80
90
100
110
1997 1998 1999 2000 2001 2002 2003 2004* 2005** 2006 2007***
ASTRA Group serves 117 mill. homes across Europe
50DTH
67via
cable
ASTRA Households in Mill.
ASTRA Group household coverage
*including 4 more countries: Bosnia, Serbia, Morocco and Tunisia; **incl. 1 more country: Algeria; ***incl. SIRIUS
Source: SES ASTRA, Satellite Monitors
Total 70.5 74.5 77.9 87.5 91.3 91.9 94.4 102.7 107.0 109.2
DTH&SMATV 24.8 26.5 28.3 30.9 33.7 34.4 36.4 41.4 45.0 47.2
Cable 45.7 48.0 49.7 56.6 57.7 57.4 57.9 61.3 62.0 62.0
117.2
50.3
66.9
The Digital Market in Europe in 2008
20/11/2008 18
� Out of 239 million TV homes within the ASTRA/SIRIUS footprint, almost
100 million are now receiving digital services: 40% of TV homes are
digital
� Satellite continues to be the most popular digital reception mode, with a
58% share of the total digital market
� Also IPTV is still at an early stage, the infrastructure now also starts
gaining some market share on an European level
� 41.1 million homes receive ASTRA or SIRIUS digital services. 9.1 million
still receive exclusively analogue signals via ASTRA
Summary of main developments
20/11/2008 19
►Digital penetration in Europe still low in most European markets
►Satellite DTH/SMATV drove growth in digital TV over the last 10 years – 83% being now digital
►Terrestrial TV today still 76% analogue
► Cable still 80% analogue
► IPTV is still in early stage but growing
►Switch-off will enrich the consumer’s TV experience
►New business opportunities for TV channel operators: � More bandwidth becoming available� Reduction in distribution costs� Opportunity to launch more thematic/regional channels
Key factsWhile digitalization is set as a key objective
across Europe, digital penetration remains limited in particular in the Central and Eastern European
markets
= 20-40 %
> 40 %
< 20 %
Digitalization of TV households in Europe Year end 2007
20/11/2008 20Source: SES ASTRA, Satellite Monitors
4.5%5.9%5.8%6.0%
10.2%12.6%13.4%13.7%
16.9%17.3%18.9%19.2%20.5%21.4%23.1%24.3%24.9%26.0%28.3%
31.9%33.1%
39.3%42.2%43.3%
48.1%48.4%
52.7%54.2%
60.9%63.2%65.7%
75.4%75.8%
81.2%87.7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Gre
Ser
BelaUkr
Lit
HunLat
Bulg
SloveBos
Slovak
CzePol
Est
RomCro
Por
BelgSw i
DenLux
NL
GerIta
Spa
FraAus
Nor
IreFin
Sw e
MorUK
Tun
Alg
European average: 41%
Digital reception by country in Europe
in % of TV Households
Level of digitalization in Europe Year end 2007
20/11/2008 21
► Over 99 % of TV channels broadcasted over satellite in Europe are digital
► With the exception of Germany still transmitting also in analogue DTH, Western European countries with a high DTH penetration rank high in digitalization
► ASTRA/SIRIUS digital satellite platforms in Europe� Sky in the UK� CanalSat in France� Skylink, CS Link, UPC Direct in CEE� Digital + in Spain� Premiere in Germany� Viasat Nordics and Baltics � Canal Digitaal in the NL and TV Vlaanderen in Belgium
� MaxTV in Romania
Key factsSatellite is leading digitalization across Europe
= 70-85 %
> 85 %
< 70 %
Digitalization of satellite households in Europe Year end 2007
20/11/2008 22Source: SES ASTRA, Satellite Monitors
58.6%59.2%
65.4%67.3%70.1%
73.7%73.7%74.6%74.8%76.5%76.6%78.2%78.8%81.1%83.3%83.4%83.6%84.3%84.7%85.5%86.3%87.1%88.2%
91.7%92.3%92.9%93.6%94.8%
98.4%98.5%98.9%99.0%99.3%99.5%99.5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Slo
Ger
Slk Cro
Hun
FraSw i
Gre
CzeEsto
Aus
BosLat
Den
LitUkr
Ser
SpaPol
BulgFin
Belg
LuxPor
Sw e
BelaNor
Alg
IreTun
Mor
NLRom
Ita
UK
European average: 83%
Digital reception by country in Europe
in % of TV Households
Level of digitalization of satellite in Europe Year end 2007
20/11/2008 23
Satellite is the key driver of digital TV
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
in Mill. Digital Households
TVoDSL 1.1 2.4 3.8
DTT 2.8 6.0 11.9 17.7 23.0
Digital Cable 6.9 7.9 8.5 12.0 14.4
DSTV 22.8 32.2 39.6 48.6 56.8
YE03 YE04* YE05** YE06 YE07
32.4
46.1
61.1
80.7
98.0
*incl. 4 additional countries: Bosnia, Serbia, Morocco and Tunisia; **incl. AlgeriaSources: SES ASTRA, Satellite Monitors
20/11/2008 24
Reception Modes in Slovak RepublicYear End 2003 to 2007
0.69
0.840.830.820.83
0.790.820.81
0.78 0.80
0.56
0.390.42
0.440.46
0.010.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
YE03 YE04 YE05 YE06 YE07
In Mill. TV Households
Terrestrial Cable Satellite TV over DSL
Source: SES ASTRA, Slovakian Satellite Monitors, GfK Slovakia
-0.8%
-0.1%
+1.6% -3.7%
+2.2%-0.7% +1.5%
+1.0%
-5.2%
+1.2%
-6.2%
+0.7%
+43.6%
-17.5%
-3.6%
20/11/2008 25
0.00
0.02
0.04
0.06
0.08
0.10
0.12
0.14
0.16
0.18
0.20
In Mill. Digital Households
Digital Total 0.39
Digital Satellite 0.06 0.18 0.37
Digital Terrestrial 0.01
YE05 YE06 YE07
Digital TV in Slovak RepublicYear End 2005 to 2007
Sources: SES ASTRA, Slovakian Satellite Monitor, GfK Slovakia
20/11/2008 26
ASTRA satellites are the ultimate digital TV distribution mode
Distribution platforms for digitalization
ASTRA satellites (DTH/SMATV)► 100% coverage of the country from day one ► High bandwidth availability► Immediate time to market► Low operating cost
► Simultaneous feed into cable networks and terrestrial transmitter
► Ideal distribution mean for HD channels
► Possibility of adding two way satellite broadband internet services, VoD, etc.
► Nearly unlimited choice of TV and radio channels
DTT► Bandwidth limitations
► High coverage requires very high investments into infrastructure (digital terrestrial transmitters)
► Technical reach in rural areas limited► Choice of Channels limited
Cable► High bandwidth available► High network investment► Possibility of adding HD channels and internet
IPTV► Coverage limited to urban areas► High network investment
Strengths & Weaknesses
Strengths: OutwardsWeaknesses: inwards
Source: Deloitte UK 2007
Digitalization via satellite: examples
20/11/2008 28
Case study: Austria
ORF Platform
� Satellite reception is one of most popular way of digital reception in Austria
� Satellite platform ORF Digital (on ASTRA 19.2E) was used at the end of 2007 by more than 1.1 mil households (more than 1,6 mil activated smart cards)
� Number of households with digital satellite reception of ORF grew in Austria by 40% only last year.
� Austrian Council for Broadcasting decided to support (vouchers) not only DVB-T andDVB-C set top boxes but satellite’s as well
Reception modes in Austria, TVHH 3.44 mil YE2007
Cable1.25 Mill. (36.5%)
TV over DSL0.04 Mill. (1.0%)
Terrestrial only0.25 Mill. (7.2%)
Satellite1.90 Mill. (55.3%)
No of active ORF digital smart cards
20/11/2008 29
Case study: France
National Satellite Platform TNT Sat
�The new French audiovisual law passed last year made it an obligation for all DTT channels to be broadcast on satellite
�France launched a Free DTT on Satellite offer on Astra on June 15th 2007. This package is designed to offer the same 18 channels as terrrestrial DTT in areas that are not covered by digital terrestrial
�Out of a total of 24 million TVHH some 1 million will have no terrestrial DTT coverage & some 3.5 million will have only partial coverage (less than 18 channels)
�The service is encrypted for rights reasons using Viaccess 3.
Regions without DVB-Tcoverage
23.5E position as the prime orbital position for CEE region
20/11/2008 31
SES ASTRA committed to invest in the CEE future digital Infrastructure
► Building up on the success of 19.2E, ASTRA’s 23.5 East position is building as a new strong neighborhood for growth in the CEE markets
► Currently two satellites are operated at 23.5E position: ASTRA 3A & ASTRA1E
► Currently 3 DTH platforms on 23.5E, Czecho-Slovak Skylink with more than 470 000 activated smart cards, Czech CS Link with 250 000 active smart cards and Dutch Canal Digitaal with more than 1 mil subs
► More than 80% these homes receive programs from both positions 23.5E & 19.2E
►ASTRA Duo-LNB enables simultaneous reception of channels and services from ASTRA satellites at 19.2° and 23.5° East
► New satellite ASTRA 3B is under procurement and will be launched by YE 2009
►Today more than 330 TV and radio channels available from 23.5E
►Astra 23.5E position as a home to
Astra2Connect – two way broadband service that delivers high-speed internet access
Product & Services
.
0.6 0.851.2
SES ASTRA develops 23.5E as DTH position for growth in the CEE markets
20/11/2008 32
Key facts
� Czecho-Slovak platform on 23.5E position
(ASTRA 3A & 1E)
� 470 000 activated smart cards
� The first Czech HD channel NOVA HD (CME)
launched in October exclusively on Skylink
� New HD channels Eurosport HD and Brava HD
launched in October
� New thematic channels in CS Link bouquet -
Nova Cinema (CME), news channel Z1, sports
channel Sport5
� Carrying all Czech & Slovak public/commercial
channels
� More than 40 TV and radio channels from 23.5
position plus 300 FTA TV/radio channels via
23.5E as the prime orbital position for CEE
Due to difficulties with implementation of
DVB-T, Skylink platform is able to gain
significant digital market share
20/11/2008 33
Key facts
� Czech platform on 23.5E positions (ASTRA 3A
& 1E)
� 250 000 activated smart cards
� New thematic channels in CS Link bouquet -
Nova Cinema (CME), news channel Z1, sports
channel Sport5
� Carrying all Czech & Slovak public/commercial
channels
� More than 40 TV and radio channels from 23.5
position plus 300 FTA TV/radio channels via
23.5E as the prime orbital position for CEE
Due to difficulties with implementation of
DVB-T, CS Link platform is able to gain
significant digital market share
20/11/2008 34
Key facts
� Canal Digitaal on ASTRA 19.2E and
23.5E
� 23.5: regional, thematic and HDTV
channels
� Smooth transition of Dutch regional
broadcasters from 19.2E to 23.5E in 2007
� Very successful trade & consumer 23.5
campaign in cooperation with Canal Digitaal
� Canal Digitaal has currently more than 1
mil active smartcards (800.000 homes)
�Within 12 months after introduction of
ASTRA 23.5, already over 300 000 satellite
homes in Benelux receive 23.5E by using
ASTRA DUO LNB
� HDTV channels already on 23.5E:
Discovery HD, National Geographic HD,
Brava HD (soon Voom HD)
� Thematic channels on 23.5E includes
NatGeo Wild, Discovery Science, Discovery
Travel and Living, Playboy TV, E!
International & NOS thematic channels.
23.5E as the prime orbital position for CEE
HDTV on Astra
20/11/2008 36
ASTRA - making Europe HD ready
� HDTV pioneer & driver in Europe
� broadcast the first European HDTV channel in 2004
� leads the drive for quality standards for HD consumer equipment
� committed to maintaining the momentum of HDTV in Europe: ASTRA will carry 100+ HD channels by 2010
� HD standard facilitator
� key role in the adoption of the EICTA* “HD ready” logo
� ASTRA is the leading delivery platform for HDTV in Europe
� new specifications for display devices with native 1920x1080 resolution that also handle 1080 progressive input signals.
*European Information & Communications Technology Industry Association
20/11/2008 37
100 High Definition channels on ASTRA in 2010
Forecast year end 2004 - 2010
2004 2005 2006 2007 2008 2009 2010
3 7 12 28 50 75 100
Expected +25 new channels
Expected +25 new channels
2008: Total of
11 Sky HD
channels
Currently 55 HD channels on ASTRA
20/11/2008 38
� United Kingdom
- BSkyB: 498,000 subscribers (Q2 2008) - 13 HD channels- FreeSat: ~ 50,000 viewers
� Germany
- Premiere: 120,000 subscribers (Q2 2008) - 2 HD channels
- Free-to-air: > 250,000 viewers (industry estimates)
� France- Canal+ Group: 120,000 subscribers (Q1 2008) - 7 HD channels - TNTSAT 50,000 HD (launch YE08)
� Other markets: ~150,000 HD subscribers and viewers in Austria, Benelux, Czech Republic, Nordic Countries, Poland, Spain
1.2 Million High Definition viewers on ASTRA
Sources: Dataxis, GfK Retail and Technology, Industry estimates (July 2008)
Figures for the European markets in Q2 2008
20/11/2008 39
Satellite remains largest High Definition platform
35 million HDTV homes in Europe by 2012
Source: Screen Digest, July 2008
Countries: Europe excluding Russia and Turkey
DTH – Astra: AT, BE, DE, ES, FR, GB, IE, NL, EST, H, RO, SK, SLO, CZ, DEN, FIN, SWE
DTH – others: CH, IT, PL, PT
0.30.9
2.0
4.0
7.1
11.0
14.7
0
5
10
15
20
2006 2007 2008 2009 2010 2011 2012
Cable DTT IPTV DTH
Overview of products and services
20/11/2008 41
� TV and radio broadcasting capacity: analogue, digital, HDTV
� Associated technical services: encryption, multiplexing, playout, uplink services
� Two-way satellite broadband services: ASTRA2Connect
� Interactive TV with Blucom: complementary 2-way communication between the TV and the mobile phone
� SNG, Occasional Use, video contribution, cable feeds
� Marketing services: co-marketing and penetration marketing on a local and European level, market researches and trend data
Overview of ASTRA services & solutions
20/11/2008 42
Benefits of digitalization via ASTRA satellites
Advantages of ASTRA satellite reception
�100% coverage of the country from day one
�High bandwidth availability
�Immediate time to market
�Low operating cost
�Simultaneous feed into cable networks and terrestrial transmitter
�Ideal distribution mean for HD channels
�Possibility of adding two way satellite broadband internet services, VoD, etc.
�Nearly unlimited choice of TV and radio channels
�Mixed model – DVB-T and DVB-S is an ideal solution throughout the whole
digitalization process
�Technical excellence and inter-satellite back-up system
New services and revenue streams via digital
�Pay-TV
�Premium HDTV
�PPV & VoD
�Interactive services
Better address individual tastes of target audiences with dedicated channels
Easier operational execution
�Less transmission capacity required per channel and opportunity for expansion on
digital satellite
�Addressability as key enabler for new revenue streams, e.g. via neutral platform
�Increased security and guarantees for rights holders through encryption
�Analogue-to-Digital conversion is a must
�Addressability is key for creating value
�Digital satellite is uniquely positioned to deliver all benefits of digitization
Implications
A digitized and addressable TV environment via satellite is the ideal scenario for broadcasters to rapidly develop new growth
