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Multi-Channel Digital DistributionJP Virtanen, Board member of URHOtv, partner in Avaus Consulting

2010 FIFA World Cup S tarts Today(URHO webTV code 7195501 for all games)

Finnish Pay-TV penetration is only 30%

The Pay TV penetration in Finland is low and provides for significant

growth opportunities for URHOtv

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Norway Sweden FinlandGDP per Capita (K EUR) 54,9 32,5 30,3TV Households (MM) 2 4,5 2,3Average TV Viewing per day (min) 154 166 177

Half of households have cable TV

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K Households (HH)

*An estimated 100 k HH does not have TV

Finnish pay-TV market is in turmoilMajor changes during last 12 months

1. URHOtv entered into the market

2. Nelonen lauched Nelonen Sport Pro and closed down free channel Urheilukanava

3. Boxer acquired a majority stake in PlusTV

4. Sonera lauched its IPTV service Sonera KotiTV

5. URHOtv and Sonera into close partnership with URHO Total

6. Sanoma sold Welho to DNA

7. Canal+ sales and marketing to MTV3

8. Telenor Group acquired a 35 per cent stake in C More Entertainment

TV programs are distributed through internet

in the future (IPTV and WebTV)

Over 1 million players (pros and amateurs)

Over 1,5 million audience

URHOtv target groups

Background of URHOtv

§ SM-liiga TV right is one of the most valuable TV rights in Finnish TV market

§ C More had to sell SM-liiga’s payTV rights when TV4 acquired C More in 2008

URHOtv is owned by Peter Ekelund who has long experience from pay-tv business and sport rights

First 12 months of URHOtv

URHOtv distribution

Canal Digital

E lisa, S onera, DNA, Welho

URHO Playwww.urhotv.fi

URHO Total inTeliaS onera’s IPTV

PlusTV (mini-lcense 8 hours/week)

URHO TOTAL by Sonera

All SM-Liiga games*

All Veikkaus-liiga games

YOU CHOOSE WHICH GAME TO WATCH!

* Except S M-liiga finals and part of semi-finals

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Thank you!