Market Overview

1
Research
2
Pan-regional outlook
THCs share trend in Cable M25-54

• Jumping in Q2/2002 and hanging in there

Ibope Pan Regional, Argentina (40), Mexico
(30), Brazil(20), Chile(10), primetime 20-24
hrs
3
Argentinian outlook
THCs share trend in Cable M25-54

• Stability in 2002 and a good beginning in 2003
  before ratings service was interrupted

Ibope Argentina data, primetime 20-24 hrs, high
SEC data
4
Mexican outlook
THCs share trend in Cable M25-54

• Soaring in Q2/2002 and stepping back
• ever since. Showing signs to be leveling
• off starting Q4

Trend of network shares in Cable M25-54

• CNN Esp. skyrocketed in Q1/2003
• Discovery maintains a big lead over
• the rest of Docs.
• The newcomer Nat Geo is positioning
• itself in the second spot among docs

Ibope Mexico data, primetime 20-24 hrs
5
Competitive outlook in Mexico up until Q1/03
Discovery
ESPN
Fox Sports
THC
CNN Esp.
Nat Geo
An. Planet
PA
D. Health
Ibope Mexico data, primetime 20-24 hrs
6
A complete picture of Mexican Cable
Based on shares M/25-54, Q1 y roll Q2/2003, Pay
TV Universe, all day
Top 10
11-20
31-40
21-30
7
Mexican outlookin 2 different targets
Men 35
Men 25-54

• 2 Vs. 1
• No findings in M 25-54
• Men 35. Lets take
• a look.

Vs.
1
2
Ibope Mexico data, primetime 20-24 hrs
8
Audience curves Tue thru Frid
Men 35
High Viewership between 6 PM- 8 PM
Due mostly to Men 50
Ibope Mexico Men 35 data, Avg Tuesday thru
Friday Q2, Q3, 2002 Vs Q1,roll Q2, 2003
9
Audience curves Mon Sat
Men 35
High Viewership between 6 PM- 8 PM
Due mostly to Men 50
Ibope Mexico Men 35 data, Avg Tuesday thru
Friday Q2, Q3, 2002 Vs Q1,roll Q2, 2003
10
Audience curves Sundays
Men 35
High Viewership between 4 PM- 10 PM
Due mostly to Men 50
Ibope Mexico Men 35 data, Avg Tuesday thru
Friday Q2, Q3, 2002 Vs Q1,roll Q2, 2003
11
Viewership trend Mexico Men 35in 2 different
time bands
18-24 hrs
Due mostly to Men 50
20-24 hrs
Ibope Mexico data, primetime 20-24 hrs
12
From last Prog. Comm
13
Audience curves Men 25-54
Tues Through Fridays
Mondays and Saturdays
Sundays
Ibope Mexico, Pay TV, Men 25-54 data, Jan-May
2003
14
Ratings Success Stories

• Inside Islam
• Time Machine Premiere
• On-Air promotion
• Off-Air support
• Press Release, Radio

15
Inside Islam Results in Argentina
15

• Inside Islam
• After Malvinas, the most watched THC program in
  the last 12 months
• Better than ESPN, Fox Sports, CNN Esp, and
  Crónica TV together.
• More than double the size of Films Arts,
  Animal Planet, Infinito, D. Health, AE Mundo,
  Canal A, Nat Geo and PA together.

Source Ibope Media Argentina, Cable Universe
16
Ratings Success Stories

• Egypt, Land of the Gods
• History Alive Special
• On-Air promotion
• Off-Air support
• Press Release, Radio, Magazine Ads
• Success was interrupted by War with Iraq

17
Egypt Results in Argentina
5 THC First Day
War Began
Egypt

• During first episode
• 4 behind Cinecanal, AXN and CNN Esp
• Equal to the size of Dicovery, Films Arts, Nat
  Geo, D. Health, PA and Animal Planet together

Source Ibope Media Argentina, Cable Universe
18
Back up charts
19
THC Competitive scenario on weekdays
20 to 21
23 to 24
21 to 22
22 to 23
20
THC Competitive scenario on Saturdays
23 to 24
20 to 21
21 to 22
22 to 23
21
THC Competitive scenario on Sundays
20 to 21
21 to 22
22 to 23
23 to 24
22
Position in the Mexican marketAs pure a male
audience as there is

• A little older and more male-driven than last
• year
• Channel skews
• -more male than all the Docs
• - older than all of Discovery networks
• - as male-driven as Sports
• - more masculine than last year
• - THC is the only channel in the first quadrant
• Rookies of the year ( D. Health and
• Nat Geo) skew considerably younger

Median Age
55
Documentaries
Other Benchmarks
Film Art
50
45
Infinito
THC
50
60
55
45
40
35
Males in audience
65
40
PA
ESPN
Discovery
THC in 2001
35
A. PLANET
N.Geo
Fox Sport
CNNE
ESPN
D. Health
30
25
Ibope Mexico total 2002 data, primetime 20-24
hrs.
23
Franchise position in Mexico
Median Age
55
Median Age
55

• Men not only get it They get it regardless of
  time and day of the week
• Surprises Hist Vs. Hollywood
• Time Machine

Misterios de la Historia
Misterios de la H.
50
50
Weekdays
Fridays
M. Modernas
La Maquina del Tiempo
45
45
THC Fridays
THC
50
THC
60
55
45
40
35
50
60
55
45
40
35
THC weekdays
65
65
40
Maravillas Modernas
40
Males in audience
H. en Movimiento
Males in audience
Midnight
Historia. Viva
35
Midnight
35
Median Age
55
Median Age
55
Sundays
La H. vs Hollywood
Saturdays
La Maquina del Tiempo
H. Secreta
50
50
THC Saturdays
45
Misiones Peligrosas
45
Midnight
Red de Espionaje
THC
THC Sundays
THC
50
60
55
45
40
35
Linea de Fuego
50
60
55
45
40
35
65
65
40
Males in audience
40
Midnight
Males in audience
Siglo XX
35
35
Ibope Mexico total 2002 data, primetime 20-24 hrs
24
Weekdays Argentina Expanded view shows THC is
alive outside primetime
1
2
2
2
2
3
3
3
3
Men 35
There are three shows (5PM, midnight and 1AM)
with similar levels of viewership to the second
highest rating show in primetime (Historia Viva).
Source Ibope media, Pay TV universe Argentina,
Men 35 HIGH SEC data from 2002
25
Weekends Argentina Expanded view shows
incremental audiences Vs. weekdays
1 show on weekdays
Men 35
AVG rat weekdays
There are a bunch of timeslots on weekends that
have comparable ratings to the highest rated Show
on weekday. Starting 3PM on weekends every show
is above the average on weekdays
Source Ibope media, Pay TV universe Argentina,
Men 35 HIGH SEC data from 2002
26
Weekdays Argentina THCs audience behaves
differently from total Pay TV
Men 35
While Total Pay TV takes life from 10PM to 2AM.
THCs audience begins to grow at 5PM and does not
show such radical contrast with the peaks present
during primetime.
Source Ibope media, Pay TV universe Argentina,
Men 35 HIGH SEC data from 2002
27
Weekends Arg THCs audience behaves differently
from total Pay TV
Men 35
From 1PM until 9PM THC grows proportionately more
than Pay TV. Between 9Pm and 11PM We fall while
Pay TV is growing steadily
Source Ibope media, Pay TV universe Argentina,
Men 35 HIGH SEC data from 2002