Member of White Paper Television 3.0 New Impulses for a Saturated Market Keynote 6 th Transatlantic Dialogue Düsseldorf, March, 15 th 2004 Ein schönes Photo mit Bezug zum Kunden, Projekt, Thema oder Angebot

Page 2 Audience Share of Public and Private TV Comparation of Media Performance and Advertising Revenues 1.Current situation of German TV-Market Current situation of the German FreeTV Market is not only caused by advertising crises, but also by a long-term stagnation of media performance. n Stagnation over approximately 10 years n Growth in niche markets n Need of new impulses % 40% 20% 0 0% Advertising Revenues Revenue in bn €Audience Share Source: GfK, Nielsen, Detecon Research 75% 50% 25% % Public Private n Advertising budgets following media performance n Decreasing revenues for three years n Dismal prospects of market Audience Share

Page 3 Seven Poor Years: The music market will depreciate 40% of volume. Cost cutting strategies will not help to regain revenues. 2.Analogy of Music Industry German Music Revenues Source: PwC Global Media&Entertainment Outlook historicalestimated n File Sharing n Professional Piracy n CD Writer n Legal Downloads? n Offensive Pricing? n Opening up new Sales Channels? 40 % Loss 3 bn € 2 bn € 1 bn € n 7 bearish years estimated n Appr. 40% less market volume n Fail of cost cutting strategies n Absence of online business

Page 4 3.Lack of Gross and Net Advertising Expenses Source: GfK, Nielsen, Detecon Research Advertising Revenues of German TV Market n Explosion of discounts over the past several years n Net share falls down to 55% n Limited expansion of volume by regulation of ad space n Regaining net revenues as a challenge for the sales forces n Reduction of discounts n Increase of gross pricing 3 bn € 6 bn € 9 bn € % 60% 65% 50%0 bn € Gross Revenue Net Revenue Net Share Intensified competition of advertising sales has increased discounts. Regain of net revenues will be a challenge due to limitation by regulation and market. RevenueNet Share

Page 5 There is no TV crises. There are only wrong strategies. n Growth in all media segments n Strong expansion of Call-In and Teleshopping n Appr. 30% of FreeTV revenues in innovative business Conclusion Trends 4.Detecon‘s Revenue Forecast of the German TV-Market Quelle: Detecon-Research Detecon estimates a moderate growth of revenues in total, but also in each market segment. Alternative revenues will emerge significantly bn € % 25.7 % 3.1 % Advertising 80% Shopping 17% Call-In 3% CAGR Advertising 73% Shopping 21 % Call-In 6% Prognosis of German TV-Revenues in 2006 bn € Revenues 2003Revenues 2006

Page 6 Shares of TV reception Share of digital offerings by provider 5.Technology Trends Source: Detecon Research SatelliteCable Terrestric analog 87 % digital 13 % Premiere (d-box) Others (DVB Receiver) Main technological trends are digitization of broadcast transmission and privatization of cable networks. Mid-term establishment of low-cost receivers without n MHP n Integrated interactivity n Digitization driven by cable providers and Premiere (German PayTV Provider) n Growing Program Offerings (10 times) n Gaining customers by low entry prices Conclusion Trends 55 % 45 % 38 %56 % 6%

Page 7 TV is not a stand alone medium, TV consumption on several devices. Successful media offerings build on cross-media usage. n Growing usage of internet n TV usage remains on high level n Parallel usage of audiovisual media n Mobile TV offering via DVB-t from 2005 Conclusion Trends 6.Customer Trends Source: TimeBudget 6, SevenOne Media, forsa, Detecon Research Media usage will converge, in future TV will not be a stand alone medium, but will be complemented by additional devices like PC and mobile. Daily Penetration of Target Groups 06:00 09:00 12:00 15:00 18:00 20:00 22:00 00:00 02:00 10% 40% 30% 20% 50% 60% 70% n TV n Radio n Internet n Newspaper n Teletext n Magazine Penetration Time Slot

Page 8 Implications on TV Communication 7.Implications for TV Offerings Source: Detecon Research Diversification of revenues increases revenues and decreases risks of TV stations while a strong customer orientation is a must. CRM becomes a critical success factor of media providers: n Defining customer value concept n Building a direct customer contact n Managing the customer process n Diversification of revenues n Sales Orientation of Advertising n Seamless Integration of Call-In- and Shopping-Elements into Format Concepts Conclusion Challenges Realization of Revenues seamless crossmedia, intelligent, integrative direct (call-in & shopping) Format innovation: Indirect (classic ad- vertising) Customer contact management walk-in  registration  patronizing

Page 9 8.Definition of „Television 3.0“ Layer of Demand n Information n Knowledge n Mass Entertainment n Fun n Sensation n Niche Interests n Interaction n Involvement n Individual-Interest Television 1.0 Television 2.0 Television 3.0 “civic” political driven Provider driven Customer driven Special Gift for the Twentieth birthday of privatized German TV-Market: Entering a New Age – Customer Driven Television.

Page 10 Detecon International GmbH Media & Online Practice Contact: Cord Stukenberg Triebstr. 32 D München Germany Phone:+49 (0) Fax:+49 (0) Television 3.0 Please, order your personal copy at Price 490 € 220 Pages 70 Charts