Joachim Nordlind is the CEO of Free-TV Sweden, a division of Modern Times Group. Some key facts about Free-TV Sweden are that it provides 35,000 hours of content per year, of which 7.4% is original programming. It has 2.65 million daily viewers and 5.06 million weekly viewers. Free-TV Sweden has strengthened its brand and expanded its content portfolio, with increased online viewing and new line extensions on the web. It is responding well to changes in the advertising market.

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MODERN TIMES GROUP
CAPITAL MARKETS DAY 2013
STRONG EQUITY IN WELL POSITIONED
PORTFOLIO
Joachim Nordlind
CEO FREE-TV SWEDEN

2. 2
JOACHIM NORDLIND
JOINED MTG IN 1996 & RE-JOINED IN 2007
Born: 1972
Originally joined MTG in 1996 and again in 2007
Appointed as CEO of Free-TV Sweden in 2012
Sales Director of Free-TV Sweden from 2007 to 2012
Also previously Media Director of Aegis Media between 2003 & 2007
Favourite APP: Klipster
Best LAP: Paddling a kayak 200 kilometers in under 48 hours

3. * 35.000 HOURS CONTENT / YEAR * 7,4% OF CONTENT IS OP * 2,65 M DAILY VIEWERS * 5,06 M WEEKLY VIEWERS
3
Female
YoungOld
Male
20%80%
Female Men
38%62%
Female Men
64%36%
Female Men
65%35%
Female Men
STRONG EQUITY IN WELL POSITIONED
PORTFOLIO

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BEST IN CLASS WITH MTG TV PORTFOLIO
CSOV, ALL 15-49, 1994-2013 (2013 W1-21) CSOV, ALL 15-49, HY 2011-2013 (2013 W1-21)
Källa: Advantedge
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013w1-22
MTG TV TV4 group SBS 33
33
34
34
35
35
36
36
37
37
38
Sweden
2010H2
2011H1
2011H2
2012H1
2012H2
2013H1 (w1-21)

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CLEAR VIEW ON MOTIVATORS
CLEAR VIEW GOING FORWARD
CONSUMER INSIGHTS
Current motivators for watching TV
I want: the 'feel-good' factor, to be emotionally engaged, to escape everyday humdrum, to relax,
to laugh, to be fascinated, to be moved, a fascinating context, content where I can
relate to the characters
HUMOUR
ESCAPISM
CHALLENGING
FASCINATION
THRILL
Old motivators for TV3 2013 motivators for TV3
THRILL
HUMOUR
ESCAPISM
FEELGOOD
FASCINATION
INSPIRATION
Source: Augur/Carat Insight – Motivator studies 2012

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RESULTS IN STRENGTHENED BRAND
AND CONTENT
EXTENDED BASE OF PROGRAM BACKBONE STRENGTHEN
PREFERRED BRAND AND ABILITY TO DEVELOP LINE EXTENSIONS
Source: Brand tracking, Nepa
Backbone Then: Now:
Brand (index 100; 2011 – preferred channel)
2011: 100 2012: 60 2013:117

7. EXTENDED
PORTFOLIO
OLD
WOMENMEN
YOUNG
INCREASED ONLINE
VIEWING
+33% MTG streams
2012
RESPONDING
ADVERTISING
MARKET
+21% 2012
(Price index 200 vs
linear)
Online
NEW LINE
EXTENSIONS
/ WEBISODES
+300%
More webisodes
(fall 2013)
AD EXTENSION
SECOND SCREEN
DEVELOPMENT
SOCIAL MEDIA
FOOTPRINT
+335%
MTG: Q1 2013 vs
Q1 2011
2012 AVOD CSOV
36,4%
Source:
IRM
Lisley (social media report)
MTG

8. 5,500,000
Total number of viewers
during the season on
linear TV
2,5h
22%
More than
1,200
Tickets to event
34,500
More than
Mentions in
social medias
More than
Million
videoviews on
web-tv
1.5
Articles
during season
215
More than
Produced
exclusively
for web-tv
Viewing contribution
from web-tv
8
TOP MODEL SWEDEN
Källor: Advantedge
Google Analytics

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THANK YOU