September 2007

POWER OF 10

First-run Syndication Strategy

Confidential Draft

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POWER OF 10 Strategy Highlights

• POWER OF 10 becomes available for syndication in Fall 2009

• As a result of the show’s strong initial performance (including additional episodes being ordered) and

airing patterns, SPT is evaluating the opportunity to accelerate the launch of POWER OF 10 to Fall 2008

• We are well into our planning process for syndication and have focused on the following:

– Launch calendar

– Coordination across the full SPT team (Distribution, Ad Sales, Digital, Marketing, Research, PR)

– Research on performance to-date (e.g., ratings and demos)

– Available timeslots and overall market appetite

– Priority launch partners and their appetites

– Projection of license fees, ad revenues and digital revenues

– Ad sales opportunities (e.g., barter, product placement, digital, etc.)

– Marketing and publicity campaigns

• If an accelerated launch proves opportunistic, SPT will request permission from CBS to make

POWER OF 10 available for syndication by Fall 2008

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Sales Process Timeline

August 7 2007 POWER OF 10 debut

August 13 – 15 2007 Ad Sales Kickoff Meetings: Full team met in NY to review shows performance, review episodes of the show, and formulate initial sales strategy

August 15 – 31 2007 Detailed planning

September 1 2007 Email POWER OF 10 ratings information to affiliate partners

September 15 2007 Lock syndication launch plan (internal)

September 15 2007 Lock syndication launch plan (external) with CBSCalls are made to prep the sales effort

September 15 – 30 2007 Executives in constant contact with group heads and buyers about the show

October 15 2007 Present to launch groups

November 1 2007 Tentative trade ad campaign

November 15 2007 Lock-in launch groupsBegin secondary layer sales effortsPress campaign begins

Nov. 15 – May 31 07/08 Sell show market by market

June – July 2008 Train local stations sales team on product

August 2008 Marketing and publicity – local and national

September 2008 Launch

Date Action Item

SPT has completed planning to a sufficient degree to launch as early as Fall 2008 if the show becomes available

07/08

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Distribution Strategy Summary

• POWER OF 10 becomes available Fall 2009• Initial performance indicates the potential to take the show out early (Fall 2008)• Based on a detailed analysis of available time slots, additional shows coming to market, and

POWER OF 10 performance, we believe there is an opportunity to take the show out early (Fall 2008)

– New shows being offered (in addition to renewals): Deal or no Deal, Steve Harvey, Are You Smarter Than a 5th Grader, 3 syndicated court shows

– Strong initial performance: #1 in time period, #1 network program on Wednesday night and posting highest ratings to date

– Availability: Sufficient availability with targeted partners

Timing

Considerations

Launch

Partners

Revenues

• Cash plus barter model• Assume SPT allocated 15 ad spots per week (1.5 minutes per day / three 30 second spots per day) and an estimated 1.8 – 2.5 rating• Additional revenue and exposure through digital products (mobile games, ringtones, wallpapers, online distribution)• In discussions with IGT for licensing opportunities

• Evaluated alternative roll-out strategies (broad distribution in first year vs. highly selective roll-out over 2 years)• Initially pursuing broad first-year distribution strategy with most likely launch partners:

– NBC O&Os 9am – 4pm (M – F)– Tribune affiliates 5 – 6:30pm (M – F)

• Early analysis implies the following mix is likely– 50/50 affiliates / non-traditional affiliate mix– 50/50 daytime / early fringe time periods

• Will reach out to all 210 markets to sell the show

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Digital Strategy

• Develop mobile game– Negotiating for rights under syndication deal; will license from CBS if rights

not secured through syndication

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

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

Mobile

Online Game

• Distribute online promotional game through affiliates and Crackle

• Evaluating ability to develop and sell PC and downloadable game (potentially in

conjunction with SOE)

• Use Crackle syndicated player to syndicate show

• Evaluating ability to distribute episodes – full and clips – for online and mobileOnline Player

Crackle• Allow users to suggest questions

• Air episodes or clips or Minisodes

Identified significant opportunities to increase exposure and generate additional revenues through digital platforms

Identified significant opportunities to increase exposure and generate additional revenues through digital platforms

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Research and Development of Sales Materials

• Conducting ongoing local and national ratings research to develop expertise on the product and the relevant marketplace

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

– Identified current viewed demographics

– Analyzed potential conversion of demographics to match expanded platforms (e.g., syndication and digital)

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

– Completed analysis of available timeslots, markets, and network interest for a potential Fall 2008 launch

– Analyzing availability / interest for a Fall 2009 launch as a contingency plan

Develop Product and Market Expertise

• Sales book: Drafting message for sales book with guidance from the sales and marketing teams

• Research e-mails: Assisting marketing/publicity efforts by creating buzz in the marketplace through emails sent to potential

partners/affiliates

– Engage buyers with questions and answers from the show

– Relay performance information with ratings updates

– Establish emotional connection with clips

– Create marketing buzz with press quotes

• Polling: Provide polling assistance to garner consumer feedback

Develop Sales Materials

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Marketing Plan

Creating Sales Presentations

Preparing Marketing Plan

• Creative materials• Coordinating efforts across sales, marketing, research and PR to

create a unified message in sales collateral

– Sales Book – Developing customized sales books tailored to specific markets

– Marketing/Sales Tape– Gathered materials on-set (photos, behind-the-scenes

interviews, on-set video) in advance of show hiatus

– Trade Ads – Anticipate 3-4 week run in targeted trades

Marketing Effort Comments

• Media Campaign• Coordinating with Universal McCann on broad media campaign to

incorporate national, local, and online elements

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

– Local Media– Anticipate co-op/shared media with local stations to ensure

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

– Online/New Media

– Will develop a dedicated site with immersive environment linked to the syndicated show experience

– Will purchase keywords on Google (e.g., Power, Drew, Millionaire, etc.)

– Other – Will conduct local polls, special events, mall appearances, etc.

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Publicity

• Ratings announcements continue to be strong

• Drew Carey publicity/support continues

• Anticipate trade ads when CBS picks-up the show

Leverage PR Associated with Network Show

Timing/Targeting for Trade Stories for Syndication

Key Messages for PR Campaign

• Plan to announce after launch 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 game shows