1. BRAND MANIFESTO

2. BRAND PROPOSITION From real-life mystery and suspense stories to salacious scandals, ID keeps You on the edge of your seat, making you look closer as the mystery unravels.

3. BRAND IDEA LOOK CLOSER, the true story is never as straight forward as you think.

4. ID XTRA IS … - Dramatic, scandalous and stylishly presented - Emotional storytelling you can empathise with - Gripping entertainment that keeps you in suspense - Real emotions, shocking testimonies

5. IS XTRA IS NOT … - A crime channel - Dark, frightening, creepy - Full of talking heads & statistics - Only about the murder - Heavy & intense viewing - Investigation & forensics

6. TARGET AUDIENCE She is a central figure in organising family life and has a strong set of principles. She is curious, inquisitive and likes to get to the heart of the matter. She loves murder, mystery, intrigue and great gossip. Also a fan of soap operas she likes to escape from reality and have her emotional needs met from media. FEMALE 25-49 CURIOUS & INQUISITIVE

7. TONE SALACIOUS GLOSSY GRIPPING WITTY

8. BRAND VALUES

9. SUSPENSEFUL Drama that keeps you on the edge of your seat

10. THRILLING True stories with high-stakes and deadly consequences

11. CAPTIVATING Makes you watch until the end as you never know what will happen

12. INVOLVING Immersive stories that give you the desire to solve the mystery and understand the motives

13. EMOTIONAL The drama is so real, it makes you feel truly connected

14. EMOTIONAL VALUES LOOK CLOSER True stories filled with mystery, suspense and drama. With all the ingredients for addictive viewing: Intrigue, passion, revenge, murder, money, desire and sex.

15. EMOTIONAL VALUES FEEL CONNECTED Solved the mystery and empathise with the victim and their families. IMPROVED WELL-BEING Feeling fortunate in Ones own life and Distanced from the Tragedies of the victims. SENSE OF JUSTICE Satisfaction that the good prevails and the bad guys get caught. EXCITEMENT Heightened sense of emotion – fear, anticipation, shock and suspense.