1. PROJECT JAZZ DRIVERS OF FBNC VIEWERSHIP

2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 2 AGENDA 1Research Background 2Executive Summary 3 Detailed Analysis Viewer needs and FBNC’s Niche An image & execution that resonates Platforms for growth

3. RESEARCH BACKGROUND & BUSINESS NEED

4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 CONSTANT EVOLVING With the ever growing viewer’s demand comes the need for constant improvement. 2010 2012 2013 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 Improvements over the year

5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 DIFFERENTIATION FROM COMPETITORS Promoting social interaction FBNC has an exclusive YouTube partnership in Vietnam Getting financial news closer to viewers Relevant and practical topics during the shows to educate viewers 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? Insights NeededCurrent values An in-depth study has been carried out to provide a clear understanding of the market demand.

6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 RESPONDENT CRITERIA In order to capture the full picture of market demand, 2 main groups are targeted for sampling purpose. Young & AspirationalAffluent business viewers 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 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 Household income budget (HIB) definition: A: 15 mil VND and above/month B: 7.5 mil – 15mil/month C: Under 7.5 mil/month

8. EXECUTIVE SUMMARY

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 FBNC STANDS OUT Watched in the last 6 months KEY COMPETITORS FBNC is seen as … Having great financial discussions Having Experienced guest speakers Interesting programs Intention to watch is high… Smart Money83 Top CEO82 Vietnam and Me78 KEY STRENGTHS VS

10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 YOUNG & ASPIRATIONAL VIEWERS 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 Sources of information Where FBNC stands out Important channel attributes Program in English Easy to understand Showbiz image Has financial discussions Experienced guests Interesting programs TV Online Word of mouth Daily (36%) Daily (39%) Once a week (29%) Program in English Experienced guests Showbiz image Interesting program

11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 AFFLUENT BUSINESS VIEWERS 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 Sources of information TV Word of mouth Newspapers Daily (39%) 2-3 times a month (31%) Daily (51%) Where FBNC stands out Important channel attributes Program in English Appealing host Experienced guests Interesting delivery Financial discussions Deep analysis Accurate information Experienced guests Program in English

12. DETAILED ANALYSIS

13. VIEWER NEEDS AND FBNC’S NICHE

14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 14 ” NEED FOR FINANCIAL INFORMATION FBNC audience’s involvement in financial matters is tremendous, therein lies a huge demand for financial information. Young & AspirationalAffluent Business Viewers 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 “ ” “ ” “ 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 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 Quali 28-year-old client service staff in telecom industry, HCMC 42-year-old laptop shop owner, HCMC 45-year-old senior accountant, HCMC

15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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. 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 Savings Gold trading Loans Buying/selling properties Trading different currencies Life insurance Financial management Trading stocks Invest in my own business Endowment fund Savings Gold trading Loans Buying/selling properties Trading different currencies Life insurance Financial management Trading stocks Invest in my own business Endowment fund Activities doneActivities intend to do Young & Aspirational (n=100) Affluent business viewers (n=100) Young & Aspirational (n=100) Affluent business viewers (n=100)

16. BUT WHERE DO THEY GET THEIR INFORMATION?

17. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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. Project Jazz U&A 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? Base: All respondents 56% Savings 38% Invest in my own business 36% Gold trading 32% Buying/selling properties 30% Financial management as part of daily job Activities seeking info (N=200)Where do they get info from? (N=200) TV (InfoTV, FBNC, ViTV, etc.) Friends/Family/Colleagues Websites, online news Newspapers Forums, social network Information given by financial provider Radio Daily (38%) Once a week (26%) Daily (39%) Daily (40%) 2-3 times a week (25%) 2-3 times a week (29%) Once a week (33%)

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

19. “ ” 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 Quali

20. AN IMAGE & EXECUTION THAT RESONATES

21. “ ” 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 Quali

22. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 22 PROGRAM VIEWERSHIP 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 Base: All respondents Top CEO Smart Money Vietnam and Me CNBC Top CEO Smart Money Vietnam and Me CNBC Project Jazz U&A FBNC’s original programming is receiving support from viewers with many of those aware planning to watch. Conversion from aware to intention to watch Top CEO 95.2% Smart Money 100.0% Vietnam and Me 96.3% CNBC 91.7% Top CEO 100% Smart Money 100% Vietnam and Me 96% CNBC 85%

23. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 23 WHAT VIEWERS SAY ABOUT FBNC FBNC’s programs analyze a lot of industries, such as banking, real estate, stock, etc 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 “ ” Info TV only provides information about prices, like price of gold, petrol, forex, sugar and so on. Not as diversified as FBNC “ ” “ ” “ ” Reliable Diverse Analytical Quali 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

24. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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. Project Jazz U&A Attributes are mapped with their importance and relevance values Top 5 reasons How relevant the attributes are to choosing a favourite channel Meanscores of vertical & horizontal values Hygiene factors are the basic values expected by viewers Motivators are important values that drive viewership Potentials are values that can drive for viewership but aren’t stated as important by viewers Low priorities are factors that are neither important nor relevant for choosing a favourite channel

25. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 25 CHART EXPLANATION These charts display the importance of attributes associated with a financial channel and the ratings given to each channel by respondents. 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 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. Legend

26. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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. Project Jazz U&A Showbiz image Program in English Easy to understand Interesting programs Experienced guests Financial discussions International news Deep analysis Accurate information Timely update Top 5 reasons Correlation Motivators Hygiene Factors Potential Drivers Low priority Base: Young & Aspirational

27. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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. Stated importance (N=100) Brand imagery Top 2 box #1 #2 #3 #4#5 Information Insights Programs Delivery Note: * Small base Project Jazz U&A Q16a – Which statements apply to you?Q16b – What are the top 5 reasons? Q16c – Please rank the 5 reasons from 1-5Q17 – Brand imagery Base: Young & Aspirational

28. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 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. Project Jazz U&A Base: Affluent business viewers Appealing host Program in English Professional image Interesting delivery Experienced guests Financial discussions International news Timely information Deep analysis Accurate info Top 5 reasons Correlation Motivators Hygiene Factors Potential Drivers Low priority

29. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 29 #1 #2 #3 #4#5 BRAND IMAGERY – AFFLUENT BUSINESS VIEWERS 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. Q16a – Which statements apply to you?Q16b – What are the top 5 reasons? Q16c – Please rank the 5 reasons from 1-5Q17 – Brand imagery Project Jazz U&A Base: Affluent business viewers Information Insights Programs Delivery Stated importance (N=100) Brand imagery Top 2 box

30. PLATFORMS FOR GROWTH

31. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 31 PROGRAM ABOUT WOMEN’S ISSUES The idea is appreciated by both men & women since it is fitting with their current knowledge needs High Low Interest level 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 “ ” Quali

32. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 32 ” ” SOURCES OF INFORMATION 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 Industry insider Friends & Family Newspapers TV Internet Least frequent Most frequent Accessibility 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 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 “ “ Quali

33. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 33 Young & Aspirational (n=100)Affluent business viewers (n=100) 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. FBNC on Yahoo FBNC on YouTube FBNC website 6%6% 22%22% 16% Project Jazz U&A Q22 – On what other platform do you view FBNC besides TV Base: All respondents FBNC on Yahoo FBNC on YouTube FBNC website 3%3% 9%9% 7%7%