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Upfronts Presentation 2011

Upfronts Presentation 2011. The only sports and entertainment network inspired by a new generation of sports where the consequences of failure are real and risk is the only rule. Network Overview . Action Sports and more… Thrill-seeking and adrenalized programming

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Upfronts Presentation 2011

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  1. Upfronts Presentation 2011

  2. The only sports and entertainment network inspired by a new generation of sports where the consequences of failure are real and risk is the only rule. Network Overview

  3. Action Sports and more… • Thrill-seeking and adrenalized programming • Network that will deliver a young male audience • Targeting M12-34 & M18-34 Network Overview Brand Positioning

  4. Program Categories

  5. Distribution • 33M HH • FUEL TV HD • Launched March 2011 • Ratings • Available as of Q2’11 Network Overview State of the Business

  6. We deliver one the strongest concentration of young males on Cable TV • Targeted buy • Limited linear options • MTV2, G4, Fuse, Comedy Central Network Overview Competitive Positioning

  7. FUEL TV Median Age FUEL TV Viewers Are Among The Youngest In Cable • Factoring out kids networks*, FUEL TV had the 5th lowest median age. • Here’s how FUEL TV’s median age stacks up against its competitive set: 20.2 39.7 21.9 40.3 22.0 41.0 26.9 41.3 22.7 29.0 45.1 32.5 46.7 38.1 Source: Nielsen Media Research Live Program Data Stream 12/28/09-12/26/10 based on network total day. *Kids networks = any network with a median age under 18

  8. FUEL TV Viewer Snapshot Median Age 22.7 Median Income $81K M/F Skew: 82%M/ 18%F Source: MRI Spring 2010 A18+ Index to Total US; Median Age & M/F Skew based on Nielsen Media Research Program Live Data Stream CY’10; Total Day

  9. FUEL TV Viewer Values FUEL TV Viewers Are Leaders and Risk-Takers • FUEL TV viewers indexed highly compared to the average adult on “agree somewhat or completely” with the below statements: Statement: Index vs. A18+ Risk-taking is exciting to me: 154 I often find myself in a leadership position: 106 I like to live a lifestyle that impresses others: 150 I consider myself sophisticated: 120 I enjoy being the center of attention: 161 My goal is to make it to the top of my profesion: 145 I seek out variety in my everyday life: 116 To be read as “A18+ FUEL TV viewers are 54% more likely to agree somewhat or completely with the statement “Risk-taking is exciting to me” than the average A18+ Source: Spring 2010 MRI survey based on A18+

  10. October 2010 – Daily Internal Ratings • April 2011 –FULLY RATED Nielsen Overnight Client Sales Strategy and Results The Ratings Story The goal now is to deliver ratings… by programming to the broader enthusiast audiences who enjoy watching adrenaline sports.

  11. FUEL TV VPVH Comparison • FUEL TV has the highest Total Day concentration of young men in ad supported cable Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on total day

  12. FUEL TV VPVH Comparison FUEL TV has the highest Early Fringe concentration of young men in ad supported cable Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-F/4-7p

  13. FUEL TV VPVH Comparison FUEL TV has the highest Prime concentration of young men in English language ad supported cable Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-Sun/7p-12:30a

  14. FUEL TV VPVH Comparison FUEL TV has the highest Late Fringe concentration of young men in ad supported cable Source: Nielsen Media Research Live Program Data Stream 6/28/10-2/6/11 including FUEL TV Internal Use Only Data based on M-Su/12:30-3:30a

  15. FUEL TV Viewer Values FUEL TV Viewers are active consumers and influence purchase decisions in key youth categories. • FUEL TV VIEWER INDEX • Spent $1500+ on most recent personal computer purchase: 155 • Prefers to see a movie on opening weekend 202 • More likely to embrace technology for entertainment purposes, • refer to themselves as “techno gamers 124 • More likely to try new technologies and use them more frequently • and give reviews and purchase advise 363 • Willing to pay more for top quality electronics 114 • Bought one or more men’s clothing big ticket items in the past 12 months 141 • Consumed 5+ regular cola drinks in the past 7 days 143 • Had 5+ sports drinks/thirst quenchers in the last 30 days 238 • Spent $40,000+ on any vehicle 134 • I consider myself to be an automotive enthusiast 182 • Text messaging is an important part of my daily life 173 To be read as “A18+ FUEL TV viewers are 54% more likely to agree somewhat or completely with the statement “Risk-taking is exciting to me” than the average A18+ Source: Spring 2010 MRI survey based on A18+

  16. Continue to lead in programming of Action Sports Disciplines (Surf, Skate, Snow, Wake, BMX, FMX) • Expand to include MMA and Moto • Character-driven, storytelling entertainment • Key Day-parts • Dude Prime (Scheduling Strategy 930p-1230a) • Early Fringe • Late/Overnight • Weekend Afternoon Programming Strategy FUEL TV new programming strategy

  17. When it comes to our new programming for2011/12

  18. Big Wave Hunters: A small group of elite big wave surfers chase oceanic storms around the globe in search of the largest waves on the planet. • Bruce Lee Lives!: Action star, philosopher, filmmaker, and Godfather of mixed martial arts, Bruce Lee, FUEL TV pays homage to with a detailed biography and interviews with the top athletes and pop-culture celebrities he influenced. • Fight Night (MMA, Boxing, Amateurs Fights): FUEL TV brings you the best MMA, boxing, and amateur fighting with its brand new, action-packed. • Fight Factory: Get an exclusive look into the fights and lives of UFC Welterweight Contenders Jon Fitch and Josh Koscheck, Heavyweight Champion, Cain Velasquez, and many of the world’s top mixed martial arts fighters with a backstage pass to the private training facilities of American Kickboxing Academy. • Late Night Kung Fu Theater: Hiiiii-Yaaaaaaa!!! Join FUEL TV as we celebrate classic, English-dubbed Kung Fu films, including CLAN OF THE WHITE LOTUS, MARCO POLO, TEN TIGERS OF KWANGTUNG and many more. • Punk Payback: Former UFC Heavyweight Champion and 3x King of Pancrase World Champion, Bas Rutten, teaches you the combat moves necessary to survive on the street with his specialized fighting skills and unique brand of humor. • AMA Motocross Championships – LIVE: Watch the world’s fastest outdoor motocross racers, strapped to the best factory bikes, on the roughest, toughest tracks in the world in the Lucas Oil AMA Pro Motocross Championship. New Programming Highlights

  19. Red Bull X-Fighters – LIVE/Same Day: The craziest and most creative freestyle motocross riders on the planet battle for the coveted title of World Champion on the Red Bull X-Fighters World Tour. • Gymkhana: Closed course stunt driving; Gymkhana features two top drivers from the world’s of drifting and rally competing in their own purpose built cars on sinuous gymkhana courses staged in surreal locations • EllisMania: Outspoken radio star, pro-skater and pro-fighter, Jason Ellis, welcomes you to his bizarre and comical annual event of brawls, profanity, and pranks at Ellismania 6.  • The 909: Crazy parties, private training facilities, and bitter infighting… The loudest and proudest motocross racers and freestylers in the world live a life filled with fast bikes, faster girls, and no rules, in the 909. • Peer Pressure: The game show that’s only interested in answering one question -- How far would you go for money? Because everyone has their price… • Strangers in Danger(s): Best friends and pro-BMX’ers, Mike “Rooftop” Escamilla and Zack “Catfish” Yankush are on a mission to join the most extreme and exclusive clubs in the world. • Drake’s Passage: Pro-freestyle motocross rider, Drake McElroy’s unquenchable thirst for travel, music, food and fun, propels him around the globe exploring the behind-the-scenes happenings and two-wheeled culture of Mexico City, Cairo, Moscow, Madrid, London and Rome. New Programming Highlights

  20. NEW PROGRAMMING VIDEO

  21. Our returning programming:

  22. The Daily Habit: Dry witted , super smooth host, Pat Parnell, wrangles together your favorite athletes, comedians, and celebrities to talk web clips, dude stuff, and “trends that need to end.” Danny & The Dingo; A fun-loving, two-time Olympic snowboarder, his eccentric best friend, and their wild entourage travel the world, putting the “fo’ real” in Reality TV. No scripts, no actors, no worries…just lots of mayhem, absurdity, and trouble! Built to Shred; Host and DIY builder, Jeff King, dreams-up, designs, and creates strange and awesome obstacles for top skateboarders, BMX’ers, surfers, and other action-sports athletes to shred on. Thrillbillies; Insane stunts and shenanigans performed by the most loveable rednecks on the planet. Great Ride Open: Freestyle motocross returns to its roots as the best riders in the world hit the road for a tour of America's most picturesque, all-natural freeride terrain Programming Highlights Returning 2011/12

  23. Maloof Money Cup; the world’s greatest skateboarding event, is a premier showcase for amateur and professional skateboarding. NY, DC, South Africa and So Ca Firsthand; FUEL TV’s original series brings you up close and personal with the daily lives of today’s top action sports athletes. Follow along as they span the globe in search of untracked powder, concrete bowls, and perfect waves. Standard Snowboard Show; Snowboarding’s most elite professionals are captured by cutting-edge filmmakers at the world’s most exotic locations in “The Standard Snowboard Show.” Cubed; Corporate cube culture meets sports humor in this original sketch comedy series College Experiment Hot girls, tasteless humor, and college sports served steaming hot, weekly (best consumed with a chilled adult beverage). Programming Highlights

  24. Digital Media Platforms • FUEL.TV Website • Emphasis on video and video products • Support for sweepstakes and contests, polling, text messaging, and more • Customized microsites available • FUEL TV mobile • iPhone and iPad apps • Android, Blackberry, and Tablets

  25. Cable VOD – 26M subscribers on Comcast, Time Warner, Cox, Directv, and others • Apple • iTunes – full episodes • Podcasts – among the most popular in video sports and recreation category, 2M downloads per month • Hulu – FUEL TV channel with full episodes and show clips • MySpace – FUEL TV channel with 600K friends • YouTube – FUEL V channel and Daily Habit Music channel • Others distribution outlets include V-Cast, BitBop, Facebook, AT&T mobile, Sony Home Digital Media Platforms

  26. Case Studies • We create relationships, • not just impressions

  27. Case Studies Jason’s Integration Video

  28. Summary • Nielsen Ratings April 2011 • Develop entertaining, character-driven "tent-pole" programming appealing to a broader M13-34 enthusiast audience • Continue to lead in programming of Action Sports Disciplines (Surf, Skate, Snow, Wake, BMX, FMX) • This is the NEW FUEL TV

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