the mtv mobile path in MTV Spain: when, why, how and what we do Speach for the Forum Telecom Lisboa (Portugal) 2006

1. MY BRAND WENT MOBILE
THE MTV MOBILE PATH IN SPAIN:
WHEN, WHY, HOW AND WHAT WE DO
Forum Telecom Lisboa
11th July 2006

2. •Overall vision: MTV Spain in the mobile market
•Our first steps: sms services
•Increasing presence: from web to wap
•Bringing some interactivity in: sms on screen
•Mobile in our core business: video meets mobile
•Video meets mobile: actual projects in MTV Portugal
•The model evolves
•Next steps…
What is this about?

3. •The Spanish Mobile market:
• Heavy users, high penetration
•37.2 MM users: penetration 106% (2006)
• New handsets, new services…
•3.5 MM GPRS users 2004. 2.5MM users 3G (2005).
•3G growing: Movistar forecast 4.5 MM 3G handsets
in 4Q 2006
•All MNO are focused on video services for 2006
•SMS growing :
•52.5 sms/user/month durante 2004.
•Total of 23.6 BM sms.
•Sms P2P increased 25% (2004 vs 2003)
•MTV as the right brand to get multiplatform
• TV+ Mobile + Web + ADSL (IPTV, VOD, P2P) +Blogs+mp3 devices
Overall vision: MTV Spain in the mobile
market

4. •We need to be where our target is
•Nokia is the 5th most recognized brand
among young people
•56% of Internet users watch more than
70 minutes of video streaming a month
•Young users spend from 10 to 15% of
their money in mobile
• Half of them create or share content
(blogs, personal webs, fans, P2P)
Overall vision: MTV Spain in the mobile
market

5. 95
55
47
26
0
10
20
30
40
50
60
70
80
90
100
Mobile
Radio
Internet
Channels
•We need to be where our target is
Overall vision: MTV Spain in the mobile
market
Music is interesting, but we’re facing new ways of consuming
it with higher penetration ratios than our channels
Data: 3ª Ola EGM

6. •We need to be where our target is
Overall vision: MTV Spain in the mobile
market
• If we ask our viewers what do
their stop doing when they go
for browsing the web, most
common answer is that they
stop watching TV (67.7%)
• If we ask them what activities
they did on line during the last
month, 56% answers
“downloading music” and just
3.4% of them pays for those
downloads

7. •We need to get positions in the market
• MTV is the best brand for advertisers
looking for young target
• Then, MTV has to be able to connect with
the target wherever they are.
• Our first answer to “why MTV goes
mobile?” is because our target goes Mobile
•We need to explore new revenue streams
Overall vision: MTV Spain in the mobile
market

8. •At the end of the day, we’re global:
•Viacom launched more mobile video channels in the US than
any other media company
•Will operate 15 mobile TV channels via MTVN Intl by the end of
2006
•MTV Networks is developing and programming a wide range of
mobile content, including new original 3G programming to
mobile audiences worldwide
Overall vision: MTV Spain in the mobile
market

9. •When: since back in 2001 until now. We keep on
doing sms contest as the easiest answer to a TV spot
•Why: a 360º campaign (Doritos, Fritolay company)
•first Mobile use along with the first on
line launch of mtv.es in order to build a
360º campaign
•Great success (in terms of sms answer
and on line downloads)
•How: revenue share with an sms platform owner
•What: sms contest plus first downloads (ringtones)
Our first steps: sms services

10. •When: since back in 2003 until now
•Why:
•new cell phones admit more content to
download
•wap/Imode as the answer to bring the
brands to the consumers handset.
• Advertising opportunities driven by co-
marketing campaigns with MNOs
•How: revenue share with technical developer plus
deal with the 3 MNOs
•What: Channel grid, promotions, news, ringtones,
images, games… and ads soon
•This will be soon a reality in MTV Portugal as well
Increasing presence: from web to wap

11. •When: since back in 2003 until now
•Why:
•A way to keep viewers watching our
shows
•A way to interact with users and
make them feel inside the MTV
community
•How: revenue share with an technical
developer
•What: pure sms shows, sms as a way to
participate in a show –voting, sending opinions-
Bringing some interactivity in: sms on
screen

12. •When: since
December 2003
until now, daily
show Monday to
Friday
•Why: A way to
interact with
users and make
them feel
inside the MTV
community
Bringing some interactivity in: sms on
screen, MTV Portugal: re:action
•What: a way to participate in a
show, voting, sending opinions

13. •When: since back in 2005 until now
•Why:
•New handsets admits video
•A revenue stream that fits our core
business
•More profit from our products
•Communicating our products on new
formats
•Offering our channels wherever the
user is
•How: revenue share with MNO. Pay per access,
pay per subscription, VOD , simulcast…
•What: any kind of video content
Mobile in our core business: video meets
mobile

14. •TMN: MTV Music (24/7 channel),
MTV Snax (made for mobile loop),
Game One (24/7 channel), Nick
(made for mobile loop)
•Vodafone: MTV Music and MTV
Snax
•Optimus: To be announced
soon...
•Are more about to come...
Video meets mobile: actual projects in MTV
Portugal

15. The model evolves: how it was?
Revenues
• Carriage
• Advertising
Costs
• Content
• Programming
Viewers / Ratings
Investment

16. The model evolves: how?
Viewers / Ratings
Investment
“Controlled” (B2C)
• Advertising
• Web sites
• Overdrive
• Digital Music Services
• OD2
• Urge
• SMS-to-TV
“Over the Fence”
(B2B)
• MobileTV
• Mobile VOD
• MVNO
• Mobile Games
• Content licensing
• iTunes etc)
Revenues
Internal
• Other Viacom companies
• Technology
Costs
External
• Record labels
• Plays
• Subs
• Rev share
• Publishers
• Back-end
• Talent
• Unions

17. •This is a quick evolving market: keep your eyes
open
•It’s not about technology, but about adapting
tools to your company strategy
•Some next to come chances:
•DVBH possibilities (video plus data
on same handset screen)
•Content pushed to users by
subscription
•Video advertising for Mobile
•Off portal wap capabilities
•Once in mobile, why not on iPods?
•And many, many more…
Next steps

18. Next steps: being multiplatform!!
PORTALS
DEVICESSEARCH
RSS
P2P

19. Víctor Puig
Head of Interactive
puig.victor@mtvne.com
Tfno: 91 781 84 32
Serrano 43-45, 4º Planta
28001 Madrid
Muito obrigado