Drivers of FBNC viewership

1. Drivers ofFBNC viewership Project Jazz

2. Agenda

3. Research Background & Business Need

4. Constant evolving With the ever growing viewer’s demand comes the need for constant improvement. Improvements over the year • Basic financial information • Business news • Overall economic news • Diversifying programs • Adding new programs to match viewer’s needs • Provide real life experiences from key figures • Going above and beyond • Highly interactive program • Introducing lifestyle and education values 2010 2013 2012

5. Differentiation from competitors An in-depth study has been carried out to provide a clear understanding of the market demand. Current values Insights Needed Providing analytical information Not just reporting news, FBNC provides analysis from professional views • How do viewers perceive FBNC’s values? • How does the show fit viewer’s need? • What makes FBNC different from other channels? Getting financial news closer to viewers Relevant and practical topics during the shows to educate viewers Promoting social interaction FBNC has an exclusive YouTube partnership in Vietnam

6. Research methodology Qualitative and quantitative studies are carried out to gain a thorough understanding of how viewers perceive the values of FBNC • Qualitative study • Focused group discussion to get a general understanding of viewer needs • Respondents selected to capture overall market opinion • Quantitative study • Survey designed based on knowledge gain from group discussions • Purposive sampling to get the right respondent • A soft quota of InfoTV viewer is applied for accurate competitor analysis • A comprehensive understanding of the market • Understand how the values of FBNC’s perceived • Paint a clear picture of the competitive landscape • Identify the opportunities for improvement

7. respondent criteria • Household income budget (HIB) definition: • A: 15 mil VND and above/month • B: 7.5 mil – 15mil/month • C: Under 7.5 mil/month In order to capture the full picture of market demand, 2 main groups are targeted for sampling purpose. Young & Aspirational Affluent business viewers • Common criteria • Have seen FBNC for at least 6 months • Have seen any FBNC program in the last 7 days • A sample size of 100 in HCM for each group • 24 – 32 years old • Male & Female • HIB class: A,B,C • Degree owner • Currently working or running a business • Ambitious to improve current financial situation through knowledge (business, finance, real estate) and accelerate career path • 40 – 55 years old • Male & Female • HIB class: A & above • Business owner or management • Experienced in investment or savings (money or gold) in banks

8. Executive Summary

9. Fbnc stands out Key Strengths Key competitors FBNC is seen as … Watched in the last 6 months Having great financial discussions Having Experienced guest speakers Interesting programs VS Intention to watch is high…

10. Young & aspirational viewers Sources of information • Overview • Majority interested in Savings with a small portion concerned about gold trading & starting a business • Watch FBNC later in the evening • Responsible for more online traffic to FBNC’s materials Where FBNC stands out • Important channel attributes • Program in English • Easy to understand • Showbiz image • Has financial discussions • Experienced guests • Interesting programs

11. Affluent business viewers Sources of information • Overview • Savings is a prominent financial activity, followed by real estate and own business investment • Viewership declines after 8pm • Lower online traffic to FBNC’s materials Where FBNC stands out • Important channel attributes • Program in English • Appealing host • Experienced guests • Interesting delivery • Financial discussions • Deep analysis • Accurate information

12. Detailed Analysis

13. Viewer needs and FBNC’s Niche

14. Need for financial information Quali FBNC audience’s involvement in financial matters is tremendous, therein lies a huge demand for financial information. Young & Aspirational Affluent Business Viewers “ Financial Information, such as USD-VND exchange rates , gold price, is very important to me to set selling prices for my products. I may lose my money if I lost track of it “ I have to update information regarding banking interest rates, Forex rates, gold price, etc. everyday. Such information helps me to consult my clients more accurately & building the trust they put in me ” ” 42-year-old laptop shop owner, HCMC 28-year-old client service staff in telecom industry, HCMC “ I am investing on real estate, gold & even open a savings account. Any changes in financial market will affect my investment decisions so information about finance is crucial to me ” 45-year-old senior accountant, HCMC

15. financial activities Savings stands out as the most prevalent for both groups. However the nature and diversity of investments such as gold trading, currencies and financial management indicate a need for financial information. Investing in one’s business is a notable activity for older viewers in addition to an intention to buy property. Activities done Activities intend to do Young & Aspirational (n=100) Affluent business viewers (n=100) Young & Aspirational (n=100) Affluent business viewers (n=100) Project Jazz U&A Q10b – Which financial activities have you done L12M Q10c – Which financial activities do you intend to do N12M Base: Activities aware

16. But where do they get their information?

17. Financial references – total While one in 3 indicate that they seek information on properties, this represents 91% of those considering the investment method. TV is the main source of financial information, followed by word of mouth and papers. Activities seeking info (N=200) Where do they get info from? (N=200) Q10d – Which financial activities require you to seek references? Q15a – From which sources of information do you get your financial information? Q15b – Please evaluate those sources from 1-5 Q15c – How often do you access these sources? Project Jazz U&A Base: All respondents

18. “ Quali Every evening, I tune in to FBNCto watch the interviews with enterprises which are about investment experience to build up my knowledge. ”

19. “ Quali I have capital but I haven’t got any ideas of what to invest on then I will resort to FBNC. Watching FBNC helps me to find out an investment direction ”

20. An image & execution that resonates

21. “ Quali Presenters of FBNC are very good. The way they guide stories is clear, concise & comprehensible, it’s like a conversation between friends. The clothes they wear are also professional ”

22. Conversion from aware to intention to watch Program viewership FBNC’s original programming is receiving support from viewers with many of those aware planning to watch. Young & Aspirational Affluent business viewers Q23a – Which FBNC programs are you aware of? Q23b – Which programs have you seen L12M? Q23c – Which programs will you watch N12M? Q23d – What’s your favorite program? Q26 – Program theme evaluation Project Jazz U&A Base: All respondents

23. What viewers say about fbnc Quali Reliable “ Guests on FBNC are very prestigious. Since FBNC is screened by HTV – a well-established television channel so all guests speakers invited are all creditable guest. And that’s the point making this channel so trust-worthy ” “ Diverse FBNC’s programs analyze a lot of industries, such as banking, real estate, stock, etc ” “ Info TV only provides information about prices, like price of gold, petrol, forex, sugar and so on. Not as diversified as FBNC ” Analytical “ Only FBNC provides analysis hence it brings deeper knowledge that I can understand & learn from that. Info TV doesn’t. For example, Info TV tells me this table is worth 6 million but FBNC will explain to me why this table is worth that price in a detailed way ”

24. Chart explanation This chart maps the brand imagery attributes with regards to their importance and relevance to deciding on a financial channel for viewers. How relevant the attributes are to choosing a favourite channel Potentials are values that can drive for viewership but aren’t stated as important by viewers Motivators are important values that drive viewership Meanscores of vertical & horizontal values Attributes are mapped with their importance and relevance values Low priorities are factors that are neither important nor relevant for choosing a favourite channel Hygiene factors are the basic values expected by viewers Top 5 reasons Project Jazz U&A

25. Chart explanation Brand imagery compares the performance of different channels based on these attributes. The percentages correlate with how much viewers agree with the attributes for each channel. These charts display the importance of attributes associated with a financial channel and the ratings given to each channel by respondents. Legend Stated importance displays the attributes and their relevance to viewers in choosing a channel #1 The attributes are ranked from 1-5, with 1 being most important and 5 being least important

26. Imagery importance – young & aspirational Accurate and analytical information are the basic must have factors of any financial news channel. The key drivers for young viewership lie in insightful knowledge from financial discussions among experts. Correlation Potential Drivers Motivators Financial discussions Program in English Experienced guests Interesting programs Easy to understand Accurate information Timely update Showbiz image Deep analysis International news Low priority Hygiene Factors Top 5 reasons Project Jazz U&A Base: Young & Aspirational

27. Brand imagery – young & aspirational Quick and accurate access to analytical financial news are the most important features of a financial channel, followed by experienced insights from professionals. FBNC excels in international news, covering just as much information as international channels do. Brand imagery Top 2 box Stated importance (N=100) Note: * Small base Delivery #5 #2 #4 #1 #3 Information Insights Programs Project Jazz U&A Base: Young & Aspirational Q16a – Which statements apply to you? Q16b – What are the top 5 reasons? Q16c – Please rank the 5 reasons from 1-5Q17 – Brand imagery

28. Imagery importance –business viewers Attractive host and English programs are factors that can potentially increase viewership. The most important aspects are still financial discussions among experts, with the addition of analytical and accurate information. Correlation Potential Drivers Motivators Program in English Financial discussions Deep analysis Appealing host Accurate info Experienced guests Interesting delivery Timely information Professional image International news Hygiene Factors Low priority Top 5 reasons Project Jazz U&A Base: Affluent business viewers

29. Brand imagery – affluent business viewers Brand imagery Top 2 box Access to quick and accurate information is much more important for older viewers, while expert insights take a step down in terms of importance. National channels are seen as being more educational than FBNC. Stated importance (N=100) Delivery #5 #2 #4 #1 #3 Information Insights Programs Project Jazz U&A Base: Affluent business viewers Q16a – Which statements apply to you? Q16b – What are the top 5 reasons? Q16c – Please rank the 5 reasons from 1-5Q17 – Brand imagery

30. Platforms for growth

31. PROGRAM ABOUT WOMEN’S ISSUES Quali The idea is appreciated by both men & women since it is fitting with their current knowledge needs Interest level High “ Sure! I will watch this show to understand & share with my wife more easily, which will enhance family happiness ” “ Great! I am a woman so I need to watch such program to learn how women can spend money wisely. Men & women are now equal, they must have something exclusive for women ” Low

32. Sources of information Quali There are various sources of information but mass media – including TV predominate by virtue of high accessibility. TV is the second most frequent source of info following internet Accessibility TV Newspapers Internet Friends & Family Most frequent “ Internet helps me to collect info at will, even at work so I spend 70% of my time reading info on it. I normally watch TV when in the evening when I am at home. I just reach my friends when I need them to consult me. Industry insiders? Not so many people have such relationship to have info ” Industry insider “ We watch TV every morning before going to work & in the evening. At work, we will use Internet to collect info. Some of us don’t know how to use Internet thus less exposed to cyber info than younger generation. It’s hard to get info from insiders. The info from them is not always available Least frequent ”

33. Viewing platforms The use of multiple platforms in the younger groups is manifest in their consumption of FBNC platforms. YouTube is proving a more popular medium than the FBNC website. Young & Aspirational(n=100) Affluent business viewers(n=100) 6% 3% FBNC on Yahoo FBNC on Yahoo 22% 9% FBNC website FBNC website 16% 7% FBNC on YouTube FBNC on YouTube Project Jazz U&A Base:All respondents Q22 – On what other platform do you view FBNC besides TV