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LEAD WITH ORIGINALS Promote Value and Strength of Movies. Starz Research  March 2011. WHERE STARZ STANDS. Starz Is the #2 Premium Service in Total Day… . Packs: 722 317 271 240. SOURCE: Nielsen Total Day HH Live + Same Day Coverage Ratings.

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Lead with originals promote value and strength of movies

LEAD WITH ORIGINALSPromote Value and Strength of Movies

Starz Research  March 2011

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Where starz stands
WHERE STARZ STANDS

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Starz is the 2 premium service in total day
Starz Is the #2 Premium Servicein Total Day…

Packs: 722 317 271 240

SOURCE: Nielsen Total Day HH Live + Same Day Coverage Ratings

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


And in prime time
…And in Prime Time

Packs: 1,313 497 414 433

SOURCE: Nielsen Prime Time HH Live + Same Day Coverage Ratings

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Subscriber attitudes and expectations
SUBSCRIBER ATTITUDES AND EXPECTATIONS

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Originals highly valued by subs
Originals Highly Valued by Subs

80%

Starz subs: 23%

Q.: Which one of the following statements best describes the reason why you keep subscribing to premium channels?

SOURCE: Starz survey of 610 premium subscribers, conducted by Kadence International, January 2011

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Original series premium power
Original Series=Premium Power

Q.: Do you agree strongly, agree somewhat, disagree somewhat, or disagree strongly with each of the following statements?

SOURCE: Starz survey of 610 premium subscribers, conducted by Kadence International, January 2011

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Premium s biggest fans value original series
Premium’s Biggest FansValue Original Series

To 34% of subs, premium channels are the most valuable part of their TV package

Why?

Q.: Do you agree strongly, agree somewhat, disagree somewhat, or disagree strongly with the following statement: Premium channels are the most valuable part of my TV programming package (Agree strongly/somewhat)

Q.: What makes you say that premium channels are the most valuable part of your TV programming package? (Base=those who say premium is most important part of package)

SOURCE: Starz survey of 610 premium subscribers, conducted by Kadence International, January 2011

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Series fans view frequently frequent viewers are churn proof
Series Fans View Frequently—Frequent Viewers Are Churn-Proof

SOURCE: Nielsen quad analysis, Jan-Dec 2010 (excludes months in which free previews took place: Feb for Starz; April for Showtime) Frequent viewers=HHs that tune in 10+ days per month; infrequent viewers=HHs that tune in 1-10 days per month; nonviewers=HHs that do not tune in during month

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


The impact of spartacus
The Impact of Spartacus Churn-Proof

  • 67% of premium subs have heard of or seen Spartacus

    • Significantly higher than Eastbound & Down and Treme

    • Awareness 81% among Starz subs

  • 41% of premium subs have seen ads for Spartacus

    • 55% among Starz subs

  • 56% of Spartacus viewers enjoy* watching the series

    • Higher than enjoyment of Californication, Big Love, Hung, United States of Tara, Eastbound & Down, and Treme—and equal to enjoyment of Entourage

      *Enjoy=rated 4 or 5 on scale of 1-5

SOURCE: Starz survey of 610 premium subscribers, conducted by Kadence International, January 2011

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Spartacus impacted viewing and churn
Spartacus Impacted Churn-ProofViewing and Churn

  • In 2010, Spartacus converted more than 1 million non-viewing HHs to viewing HHs

  • 2010 Spartacus viewing HHs averaged 2,500 minutes of SMP viewing per month during the run of the series

  • In the two months after the season ended, Spartacus viewers were less likely than non-viewers to cancel service

SOURCE: Nielsen analysis of subscription status and viewing patterns comparing Feb-April 2010 Spartacus season run to the following May and June.

PROPRIETARY & CONFIDENTIAL TO STARZ, LLC AND ITS SUBSIDIARIES


Spartacus impacted csr recommendations
Spartacus Impacted Churn-ProofCSR Recommendations

MSO 1

MSO 2

Q.: Have you recently recommended Starz to customers that you would not have 3 months ago, based upon the new Starz Original Series?

SOURCE: StarzPoint of Sale Comparison Study, Oct 2010 and Jan 2011


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