1. Game of Throws: Mitch Halpin Chihiro Kurokawa
Kellen Kruse Wenlie Ye
MOBILE | SOCIAL | INTERACTIVE

2. Therefore, content should evolve:
How can we establish better synergy across multiple platforms?
How do we create more valuable content for the multi-faceted customer?
What can create a viewer experience like none other?

3. Passive
Active
2nd Screen
Interactive

4.  Mobile – Utilize the second
screen in an unprecedented
fashion
 Social – Create a discussion
forum that encourages
productive input which
improves the RedZone content
 Interactive – Use crowd-
sourced feedback to determine
certain aspects of the
television programming

5.  Notifications
 Live game updates and stats
 Red Room
 Discussion Board
 “High Five” & “Heat Index”
 Live Polling
 Drive traffic to other NFL-DM
properties
 Hot Topix
 Summary of hot trending
content
 Social Media
 Links to Facebook, Twitter,
Instagram, etc.

6.  A 2nd screen product that complements and enhances
the NFL RedZone Channel
 Red Room – a live-updated discussion room built into
the app. “High Fives” are analogous to “Ups” on Reddit
or “Likes” on Facebook
 Get Red Hot in the Red Room!
 Contribute good comments in order to trend up on the
Heat Index
 “On-Fire” comments gain consideration for on-air
mention

7. 30-40m 4-9m 4-7m 2-5m 3-7m 7-10m
Key Differentiators:
Live Interaction with TV
What’s upcoming vs. what already happened
Live user-to-user interaction
Not just stats!
Increases traffic to other NFL-DM properties
* Estimates based on currently available public data

8.  The RedZone App is the ONLY app that allows viewers
to actively impact TV programming
 Social Media Correspondent has a prominent role and
works parallel to Scott Hanson
 On-screen ticker and Social Media Correspondent will
let viewers know about polls and user content that has
made it on air

9.  Casual Games
 Conversion to Fantasy
 NFLShop.com
 Earn Fan Reward points
 Fantasy Football
 Updates based on NFL.com fantasy roster
 NFL Rewind
 Polls influence video highlights

10. The Die Hard
Jimmy’s House
Fantasy Geek
Geek-lite
Casual
Bob: Go Raidazzzz!!!!!
Chihiro: It’s Sunday, we’re going
to Jimmy’s house for the game.
Kellen: Again?
Mitch: I need 17 fantasy
points from Rodgers today
in order to win my league!!
Chelsea: Now I have something
to talk about at work.
Wenlie: There’s food at this
tailgate right?

11. Social
• Party Goers
• Gender Neutral
• Polls and Trends
Interactive
• See the Future
• Ease of Use
Mobile
• Never Miss a Play
• No Advertisements
Geography
• House (or Bar)
• Mid/Large Cities
Demographic
• Age 21 - 45
• Tech Savvy
Psychographic
• Instant Gratification
• Fantasy Players
Basic Segmentation
Life Style Segmentation
Jimmy’s House

12.  Blogger Previews
 Radio/Podcast Mentions
 Co-marketing with existing casual games
 App Store Promotions
 On-Air Ads
 On-Air Mentions / Tickers
 Co-branding with cable/satellite
providers
At Launch
Pre-Launch
Post Launch
Timeline

13.  All proposed capabilities are within the limitations of the
Android and iPhone SDK’s public API
 Channel production must be tied together with App Content
 In-studio staff member sending data on current/upcoming on-air
content to App
 A slight delay prior from event to content on-air is needed for best
experience, but not necessary
 Server farm doing on-going encoding into clips for in-app sharing
and tablet experience
 Depending on content pipeline, social posting may occur slightly after
user makes the request.
 Collaborative Parties
 Apple & Google
 Channel Production Staff
 TV Distribution Partners (e.g., Comcast)

14.  Video Applications
 Verizon exclusivity contract
 Tablet streaming capability
 Customer Lifetime Value
 Additional data needed to quantify CLV
 Personalize Content
 Based on user data and profile

15. Year 1 Year 2 Year 3 Year 4 Year 5
Subscriptions
Pay TV Subscribers 100.0 99.2 98.4 97.5 96.7
Cable TV 65.0 64.4 63.7 63.1 62.4
Satellite TV 35.0 34.8 34.7 34.5 34.3
DirecTV 20.0 19.9 19.8 19.7 19.6
DishNetwork 15.0 14.9 14.9 14.8 14.7
RedZone Subscribers* 20.0 22.0 24.2 26.6 29.3
RedZone App Downloads 6.0 6.6 7.3 8.0 8.8
Revenue
United States:
ASP 2.0$ 2.0$ 2.0$ 2.0$ 2.0$
US Sales 11.9$ 13.1$ 14.4$ 15.9$ 17.5$
International:
RedZone Subscribers 0.8 0.9 1.1 1.3 1.6
RedZone App Downloads 0.3 0.4 0.4 0.5 0.6
ASP 4.0$ 4.0$ 4.0$ 4.0$ 4.0$
Int'l Sales 1.2$ 1.4$ 1.7$ 2.1$ 2.5$
Sponsorship Revenue 1.0$ 1.1$ 1.2$ 1.3$ 1.5$
Total Sales 14.1$ 15.7$ 17.4$ 19.3$ 21.4$
Operating Cost
Startup Cost 0.9$ 0.2$ 0.2$ 0.2$ 0.2$
Development 0.7$ 0.2$ 0.2$ 0.2$ 0.2$
Servers 0.2$ 0.0$ 0.0$ 0.0$ 0.0$
Recurring Cost 4.3$ 4.7$ 5.2$ 5.7$ 6.3$
Cost of Sales 3.6$ 3.9$ 4.3$ 4.8$ 5.2$
SG&A:
Bandwith/CDN Fees 0.6$ 0.7$ 0.7$ 0.8$ 0.9$
Light Staff 0.2$ 0.2$ 0.2$ 0.2$ 0.2$
Total Costs 5.2$ 5.0$ 5.4$ 5.9$ 6.5$
Operating Profit 9.0$ 10.7$ 12.0$ 13.4$ 14.9$
*DirecTV subscribers are excluded from projections due to a separate RedZone platform
Pricing:
Premium App for the Passionate Football Fan
$1.99 per download in US Market
$3.99 per download in International Market