Morgan Stanley 7 th Annual TMT Conference Barcelona, 14 th - 16 th November 2007 Half
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Morgan Stanley7th Annual TMT Conference
Barcelona, 14th - 16th November 2007
Half
Entertaiment Industry | What has changed
Technological Innovation is changing consolidated models
Increase in the personalisation of the different forms of entertainments
Increase in demand of “premium” content
Audience is increasingly spreading across a multitude of channels, internet site and free press and distribution platformas mobile phones and even video games.
The “Long Tail” of the modern entertainment
Broadcaster | Macro Strategic Options
1. Pure “Content provider” and “Content packager”focus on the productlow level of vertical integrationplatform agnostic
2. “All-round” Media CompanyShift from product to client/viewer vertical integrated“Access” management
Mediaset | Inclination towards Media Company
Entrepreneurial approach
First to understand importance of developing its business on an international scale
Control of the broadcasting infrastructure
First among FTA Broadcaster to get into the PPV market
Recent acquisition on the Content side (Endemol, Medusa)
Natural inclination towards Media Company
Entertaiment Industry | Audience Fragmentation Effect
Audience
GeneralisticContent
ThemeContent Niche Content
Fragmentation
Mass MarketAudience
FragmentedAudience
“Long Tail“Audience
++
--
Concentration
Impacts on the audience market
Audience
GeneralisticContent
ThemeContent
Fragmentation
Mass MarketAudience
FragmentedAudience
“Long Tail”Audience
Concentration
Mainly Advertising (Analog/digital)
Mainly Pay-TV(digital)
Two main business models have proven to co-exist
Niche Content
++
--
Entertaiment Industry | Audience Fragmentation Effect
Entertaiment Industry | Mediaset’s strategic approach
Audience
GeneralisticContent
ThemeContent
FTA TV: C5, I1, R4 (Mediaset Core Business)
Multichannel: Boing, others to come
Pay TV: Football, Movies, TV Series, others
Niche: Home Shopping, Internet, Mobile, PCTV, VOD, User Generated Content
Niche Content
Fragmentation
Mass Market Audience
Fragmented Audience
“Long Tail”Audience
Concentration
++
--
FREE TO AIR
MULTICHANNEL
PAY TV
NICHE
CONCLUSIONS
Mediaset’s Approach | Free to Air Television
Source: Auditel
40.4%
43.5%
42.5%
39.9%
10M 2006
INDIVIDUALS
COMMERCIAL TARGET(15-64 Years)
40.6%
41.6%
43.1%
37.4%
10M 2007
24 hours Audience Share:Figures include analog, satellite (incl. SKY Italia homes) and DTT platforms
Mediaset’s Approach | Free to Air Television
INDIVIDUALS
COMMERCIAL TARGET(15-64 Years)
40.6%
45.2%
42.5%
42.5%
10M 2006
40.6%
43.8%
42.9%
40.8%
10M 2007
Source: Auditel
Prime Time Audience Share (20:30 - 22:30)Figures include analog, satellite (incl. SKY Italia homes) and DTT platforms
Mediaset’s Approach | Free to Air Television
Sky Italia – Audience Share:April – October, 24 hours, Individuals
Sky Channels (10)
Fox Channels (6)
RAI SAT
Discovery Channels
SitCom Channels
Other FTA Satellite
TOTAL SATELLITE
Audience Share (%)
Source: Auditel
2.7
1.7
0.5
0.3
0.1
2.9
8.2
1 channel audience > 0.5
21 channels audience 0.1 – 0.5
64 channels audience < 0.1
FREE TO AIR
MULTICHANNEL
PAY TV
NICHE
CONCLUSIONS
Mediaset’s Approach | Multichannel
Boing Audience: First Kids Channel
8.6%9.9%
Individuals (Dtt) - 24 Hours Kids 4 –14 (Dtt) – 24 Hours
September ‘06 September’07
1.1%
1.9%
September ‘06 September’07
Individuals - 24 Hours Kids (4 – 14) – 24 Hours
Boing 0.35 Boing 2.53Disney Channel 0.33 Disney Channel 2.36
Playhouse Disney 0.24 Playhouse Disney 1.42Disney Channel +1 0.16 Disney Channel +1 1.20
RaiSat Yoyo 0.06 RaiSat Smash 0.42RaiSat Smash 0.05 RaiSat Yoyo 0.30
Source: Auditel, September 2007
FREE TO AIR
MULTICHANNEL
PAY TV
NICHE
CONCLUSIONS
Mediaset’s Approach | PPV
Mediaset Premium present PPV offer:
FOOTBALL
MOVIES
SERIE
REALITY SHOWS
OTHER EVENTS
live broadcast of Serie A and Champions League matches
the most recent international blockbusters
the latest episodes of America’s most famous Series
24 hours coverage of the currently playing shows
theater plays, concerts
2.918
2.998
2.7942.5742.3692.092
1.9511.9221.798
1.438
2.5402.330
1.5611.994
10.3659.756
7.933
9.188
8.202
6.9116.266
5.380
4.338
2.820
1.282
2.0482.628
2.730
0
2.000
4.000
6.000
8.000
10.000
Aug. Dec '05 Feb '06 Apr Jun '06 Aug Oct. Dec '06 Feb '07 Mar '07 Jun '07 July '07 Aug '07 Sept'07 31-ott-07
SmartCard Sold to retailers Recharges Sold to retailers
Mediaset’s Approach | PPV
Mediaset Premium smart cards and recharges sale
End of Phase 1000’s
FREE TO AIR
MULTICHANNEL
PAY TV
NICHE
CONCLUSIONS
Mediaset’s Approach | Niche Audience
Home Shopping
Internet based platform
Digital Merchandising (VAS)
Mobile
Participation TV
Merchandising
Music
DVB-H / UMTS
Mediaset is testing all platform/ business models
Mediaset’s Approach | Home Shopping
Internet
Retail
Catalogueand Print
Direct Marketing
Production and post Production FacilitiesRetailing and MarketingCustomer Service Delivery and Logistics
C5, I1, R4 Windows
Over 20 ml TV contacts each dayOver 1.3 ml clients 60% Revenues from windows and 24h ChannelFrom Jan. to Oct. 2007:
- 30.000 average orders per month- 100 euro, average revenue per order
24h Channelon Dtt & Satellite
Mediaset’s Approach | Internet platform
Through internet platform Mediaset offers:
MULTIPLATFORM NEWS SERVICE
COMMUNITIESand
USER GENERATED CONTENTVIDEO ON DEMAND
Mediaset’s Approach | Internet platform
TGCOM provides real time news through its website and its mobile update service
MULTIPLATFORM NEWS NEWS SERVICE
Unique Users: 4.600.000 per monthPage Impressions: 144.000.000 per month
Source: Nielsen NetRatings
Mediaset’s Approach | Internet platform
120 SECONDS120 SECONDSWanna-be reporters can share and publish theirwork on this section of the TGCom website
6 COME 66 COME 6Viewers can shoot theirown Italia 1 channelpromotional video. The best works will bebroadcast on FTA
LE IENELE IENEOn the website of one of Mediaset most popular tv shows people can share funny videos and candidcameras
TALENT 1TALENT 1Singers, dancers and young film directors can promote themselves bysharing their perfomance samples on the web
Unique Users: up to 3.600.000 per monthPage Impressions: up to 100.000.000 per month
COMMUNITIES and USER GENERATED CONTENT
Source: Nielsen NetRatings
Mediaset’s Approach | Internet
The best content from all Mediaset platforms is also available on demand through its PC – Television service
VIDEO ON DEMAND
DOWNLOAD AND PLAY STREAMING WITH ADVERTISINGContent available for download uponpayment (e.g. TV Series: EUR 1.99 per episode)
Content can be viewed on line with advertising windows
60 million videos watchedsince launch in April 2007
Unique Users: up to 1.300.000 per month
Source: Nielsen NetRatings
Italian Fiction US TV Series Live Football Matches Movies Entertainment
shows
WAP based mobile site that integrates a wide of textual and proprietary audiovisual content, delivered via all the mobile operators portals under the umbrella brand “mediaset.it”
Main operator in Italy on the DVB-H technology both on content and transmission broadcasting side
Mediaset’s Approach | Mobile Big Brother: more than 80.000 videos downloadedduring the last edition
FTACanale 5 Italia 1
Rete 4 Boing
Premium“Serie A”
Italian League
Uefa Champions
League
FREE TO AIR
MULTICHANNEL
PAY TV
NICHE
CONCLUSIONS
Conclusions | Mediaset’s Strategic Priority
In MS strategy: “Content is king … but cash is the queen”EndemolMedusa“all platform” agreement with Universal and Warner
Focus on FTA “Core Business”Maintain our market share in a cyclical businessEnhance the value of specific target audience and emphasize the uniqueness of commercial TV targetConsolidate the present programming cost discipline
Increase exploitation of our brand and contentEnhancing Multichannel strategy (FTA)Widening “premium” content offer (PPV)
Platform “neutral” … but preference on DTTTest valuable business model in the “niche audience” area (independently from the platform)Opportunistic approach in International M&A
CONTENT
ACCESS
GEOGRAPHY
Forward-looking StatementsStatements contained in this document, particularly the ones regarding any Mediaset Group possible or assumed future performance, are or may be forward lookingstatements and in this respect they involve some risks and uncertainties.
Mediaset Group actual results and developments may differ materially from the onesexpressed or implied by the above statements depending on a variety of factors.
Any reference to past performance of Mediaset Group shall not be taken as anindication of future performance.
This announcement does not constitute an offer to sell or the solicitation of an offerto buy the securities discussed herein.
Investor Relations Department:
Tel: +39 02 2514.7008Fax: +39 02 2514.6719Email: [email protected]: www.gruppomediaset.it/investor/
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