TV Stations, The WebTV Stations, The Web

& Marketing Success& Marketing Success

Michael A. SilverMichael A. Silver

VP/Strategy & DevelopmentVP/Strategy & Development

Tribune InteractiveTribune Interactive

• At Tribune, station web sites are part of At Tribune, station web sites are part of

Tribune’s overall interactive strategyTribune’s overall interactive strategy

• Two key missions:Two key missions:

• Support station marketingSupport station marketing

• Support Tribune Interactive networkSupport Tribune Interactive network

& &

• We define ourselves as a major-market We define ourselves as a major-market

multi-media company multi-media company

• Tribune was an online pioneer Tribune was an online pioneer

• Times Mirror merger joins video and print Times Mirror merger joins video and print

assets in more major marketsassets in more major markets

• Partnering for broadbandPartnering for broadband

Tribune & Tribune & MultimediaMultimedia

Chicago Tribune Does Chicago Tribune Does Streaming—1920’s-style!Streaming—1920’s-style!

Chicago Tribune Does Chicago Tribune Does Streaming—1920’s-style!Streaming—1920’s-style!

• We seen 3 different visions of what a We seen 3 different visions of what a

TV station web site is supposed to beTV station web site is supposed to be

1.1. A utility for the on-air productA utility for the on-air product

2.2. ““The next generation” of the stationThe next generation” of the station

3.3. A whole new business A whole new business

• We’re skeptical about choices 2 & 3 We’re skeptical about choices 2 & 3

What’s the What’s the purposepurpose

• Very bullish on long-term prospects for Very bullish on long-term prospects for

our interactive businesses, but recognize our interactive businesses, but recognize

the challenges locally and nationallythe challenges locally and nationally

• Don’t believe that most station sites can Don’t believe that most station sites can

be important players within their markets; be important players within their markets;

national roll-ups will also be difficultnational roll-ups will also be difficult

Our ViewpointOur Viewpoint

• Support on-air programming with terrific Support on-air programming with terrific

web experiences: fan chat, polls, e-mails, web experiences: fan chat, polls, e-mails,

contests, message boards, weather datacontests, message boards, weather data

• Provide opportunities for fairly-priced Provide opportunities for fairly-priced

mulitmedia packages mulitmedia packages

• Build newspaper and broadband Build newspaper and broadband

partnerships partnerships

Our FocusOur Focus

• Redesign at all Broadcasting sites: Redesign at all Broadcasting sites:

cleaner and more common ad positionscleaner and more common ad positions

• Feedroom and more broadband Feedroom and more broadband

partnershipspartnerships

• Deeper local content with newspapers in Deeper local content with newspapers in

New York, Los Angeles, Chicago, South New York, Los Angeles, Chicago, South

Florida and Hartford Florida and Hartford

What’s NextWhat’s Next

TV Stations, The WebTV Stations, The Web

& Marketing Success& Marketing Success

Michael A. SilverMichael A. Silver

VP/Strategy & DevelopmentVP/Strategy & Development

Tribune InteractiveTribune Interactive