SanomaWSOY s New Electronic Media Initiative

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1 SanomaWSOY s New Electronic Media Initiative Tapio Kallioja, President Capital Markets Day, September 7, 2000

2 Electronic Media Sector Operational as of July 1, 2000 Legal structure in place on October 1 Combines the electronic media units of Helsinki Media: Channel Four Finland (Nelonen), Helsinki Television, Werne, Måndag, imedia and digital terrestrial television with units from SanomaWSOY: 2ndhead and Virtual Portal Lumeveräjä

3 Legal Structure Newco Name to be launched before October % % % Oy Oy Ruutunelonen Ab Ab Helsinki Televisio Oy Oy Swwap Oy Oy % % % % Oy Oy Suomen Medianelonen Ab Ab Tuotantotalo Werne Oy Oy % Måndag Oy Oy

4 Activities Present electronic media businesses: Commercial Television, Cable Television, Wireless Services, Terrestrial Pay Television Development and management of electronic distribution channels for SanomaWSOY Group: Broadband Internet, Wireless Portals, Internet, Digital Terrestrial Television Development and management of platforms and services for SanomaWSOY Group and others: Site management, Advertising, e-commerce, TV and Video Production, CD-ROM Production

5 Operational Structure Newco Name to be launched before October 1 Administration Nelonen Technology Helsinki Televisio Lumeveräjä imedia 2ndhead Werne DTT Movie Channel

6 Revenue Structure in 2000 FIM 470 million Nelonen 61,9 % others 1,0 % Werne 12,4 % Helsinki Televisio 24,7 %

7 Commercial Television Channel Four Finland (Nelonen)

8 Nelonen Eurajoki Lapua Turku SATELLITE AND CABLE-TV Tampere Oulu TERRESTRIAL Espoo Lahti Kuopio Mikkeli Jyväskylä Anjalankoski Covers 80% of the population with 11 high power transmitters, cable, & digital satellite Highly targeted at the urban population in the age group in prime time (6-11 p.m.) License for analogue transmissions until and for digital transmissions until

9 Channel Profiles July 2000, prime time (6-11 p.m.) 0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Nelonen MTV YLE YLE y 25-44y 45-64y 65+y Source: Finnpanel

10 Audience Shares Rolling 12 Months ,1 25,0 42,8 25,5 43,0 25,3 43,0 25,2 42,8 25,3 42,3 25,6 42,0 25,7 42,0 25,6 42,0 25,4 41,9 25,2 42,1 25,0 42,1 24,7 42,1 24,6 42,2 24,1 42,2 24,0 42,2 23,9 42,4 23,7 42,6 42,6 42,7 42,6 MTV3 YLE2 23,3 23,2 23,2 23,0 42,6 22,8 42,2 41,9 41,6 41,4 YLE1 Nelonen 22,8 22,9 22,7 22,5 41,2 22,5 40,9 22,5 40,9 22,6 40,7 22, ,9 22,5 22,2 21,9 21,7 21,7 21,6 21,4 21,3 21,2 21,0 21,0 20,9 21,0 21,0 20,9 20,9 20,8 20,5 20,3 20,3 20,2 20,3 20,2 20,5 20,4 20,3 20,3 20,0 20, ,6 3,9 4,4 4,8 5,2 5,5 5,7 6,0 6,3 6,6 6,9 7,2 7,5 7,8 7,9 8,1 8,2 8,4 8,7 8,9 9,2 9,5 9,7 10,0 10,1 10,4 10,7 11,0 11,1 11, Source: Finnpanel

11 Nelonen s Share of Commercial Viewing ,8 10+, prime time 25,7 07/ prime time 32, urban, prime time 35, large cities, p.t. 36,7 Source: Finnpanel

12 Television Advertising Rolling 12 months, MFIM Nelonen Others Source: Gallup-Mainostieto

13 Nelonen s Market Share Commercial Viewing and Advertising Sales, % of viewing of revenues Target Group Premium Sources: Finnpanel, Gallup-Mainostieto

14 Cable Television Helsinki Television

15 Helsinki Television Statistics as of ,000 connected households - additional 4,000 contracted, growth 4-5,000 / year 160,000 digital & interactive connections - all connections digital before end of ,100 cable modem customers - commercial test soon followed by commercial launch - international reports estimate 20%+ penetration levels Digital set-top-boxes in spring new digital television services - additional users for broadband Internet

16 Four Levels of Cable-TV Internet ❶ Fast (1 Mb/s) connection to the Internet - Always on-line, no connection time, push technology - Does not occupy phone lines, fixed charges ❷ Services enabled by transmission speed - Fast downloading (graphics, programs, games, music, ) - Video on Demand (news, trailers, advertising, ) ❸ Community portal - Targeted at households in the Greater Helsinki area - Content provided by SanomaWSOY and others ❹ Digital television set-top-boxes - Large capacity compared to terrestrial television - Return path through cable network

17 Wireless Services 2ndhead

18 Underlying Trends in Wireless Communications Open standards allow easier utilization of mobile networks Content and transmission are becoming separated from each other Services are becoming increasingly sophisticated, requiring editorial skills Ready-to-use technical platforms are commonly available

19 Media Houses Key Assets Mobile operators Media houses - Strong media brands - Existing content - Editorial skills - Media consumer know-how - Cross-promotion power - Existing customer relationships - Supporting infrastructures - Strong technical skills - Internet know-how - Voice communication brands

20 Closed portals 2ndhead is an Open Portal Content/ service partners Operator portal Customers Mobile operator A Mobile operator B Open portal Content/ service partners Customers Mobile operator C Mobile operator A Content/ service partners Customers Open wireless portal Mobile operator B Media house portal Mobile operator A Mobile operator B Mobile operator C Mobile operator C

21 2ndhead Operational Platform Controlled by 2ndhead Other content and services Supporting website Profiling Parallel services ISP Internet User interface server (WAP/web) Partners content and services MISP Support applications Mobile service WAP service SMS service Mobile internet access Mobile networks PSTN GPRS Modem pool WAP gateway SMS gateway Content and service applications Publishing Content mgmt Billing Ad mgmt Customer/ usage follow-up Banks and credit card companies Database server

22 2ndhead Progress Project started on March 6, 2000 Commercial launch on June 16, registered users on August 27, ,000 during the previous 30 days - + 2,200 during the previous 7 days Version 2.0 launch in October 2000 Version 3.0 launch in January 2001

23 Digital Terrestrial Television Multiplex C: Channel Four Finland Movie Channel

24 Why Digital Television? Moving from analogue to digital technology - Frequency allocation: compression (1:4), statistical multiplexing - Enhanced features: electronic program guide, super-teletext New services for all television households - Thematic channels: news, sports, education, culture,... - Pay television: movies, sports, premium entertainment,... New platform for electronic services - Data broadcasting: supporting material, internet pages, PC programs, - Interactive services: interactive advertising, , Internet,

25 DTT Licenses Multiplex A: Yleisradio Multiplex B: Alma Media Multiplex C: SanomaWSOY TV-1 D MTV3 D Nelonen D TV-2 D YLE PLUS YLE 24 Sports Channel City-TV Movie Channel Educational Channel FST D Wellnet Canal+ Yleisradio Alma Media SanomaWSOY others

26 DTT Transmission Network stations 2 multiplexes 39 % reach stations 2 multiplexes 50 % reach 3 mux es stations 3 multiplexes 70 % reach Source: Digita

27 Television Penetration TV licenses B & W TV Colour TV Video Teletext Cable TV Satellite TV Source: Yleisradio

28 Television Penetration DTT? TV licenses B & W TV Colour TV Video Teletext Cable TV Satellite TV Source: Yleisradio

29 DTT for SanomaWSOY More effective distribution for Nelonen - Simulcasting with practically no additional cost - 100% technical reach at lower transmission cost New revenue source: pay television - Pay television experience since Significantly less critical to penetration development New platform for our content - Electronic program guide, super-teletext - Broadcast Internet, interactive services

30 Internet Virtual Portal Lumeveräjä

31 SanomaWSOY Internet Sites More than 70 active web sites - News and entertainment - Financial news - Event calendars - Electronic marketplaces - Communications services - Mapping services - Company information - Services for advertisers - News databases - Extranet services

32 Virtual Portal Lumeveräjä Internet services Mobile services DigiTV-services User identification and session management User Interface CRM Personalization Services: , chat Statistics, profiling Advertising management e-commerce Integration to operative systems Links ALL SANOMAWSOY INTERNET SITES

33 Lumeveräjä Infrastructure Current wwwservices E-Commerce MQ applications Current www-servers Lumeveräjä value adding applications DigiTV Mobile IMEI ident. Page integration Forward routing Login Ident. Transfer To historymq Lumeveräjä www services MQ CustomerMQ control Customer DB LV navigator configuration Customer database and LV navigator configuration MQ ALS Current operative MQ systems CDMS Internet Session control Frontline server: identification, session control and forward routing Lumeveräjä www -pages (LV navigator) Page history MQ History DB control Users page loading history

34 SanomaWSOY Internet Users Trend of user volumes, 1,000 users May 2000: 560,000 unique visitors 2.5 million visits 20 million page impressions Monthly visitors Weekly visitors 1999/ Sources: Taloustutkimus, WebTrafficMonitor, IDC

35 Virtual Portal Progress 04/00-08/00 Pilot case: children & juvenile sites 09/00 Pilot case in use Roll-out to next sites starts 12/00 Virtual Portal implemented at all major sites 05/01 Entire Virtual Portal system in use

36 Conclusion The Leading Electronic Media Operator Digital Cable Television Virtual Internet Portal Open Wireless Portal Digital Terrestrial Television Four Strong Digital Platforms SanomaWSOY strengths Content & Editorial Skills Media Business Know-how Cross Promotion Power Financial Resources

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