TV MARKET in CEE region18th November 2010 Bucurest

EE

CZ

PL

LA

LI

CR

BiH

BG

HU

RO

SK

SR

SL

MN

EE

CZ

PLN

LA

LI

CR

BiH

BL

HU

RO

SK

SR

SL

MN

Key media

houses in CEE

No1 position in Czech Republic, Slovakia,

Slovenia, Croatia, Romania and Bulgaria

4 /2010 –sold its operations in Ukraine

CZSK

CR ROSL

BG

CME

strong position in Czech republic,

Baltics and Bulgaria

No1 position in Latvia and Lithuania

Content cooperation with TV JOJ (SK)

MTG

EE

LA

LI

CZ

HU

SL

BL

No 1 position in Hungary

Strong position in Croatia

operates mainly in Western Europe

HU

CR

RTL

EE

CZ

PLN

LA

LI

CR

BiH

BL

HU

RO

SK

SR

SL

MN

Key CEE countries

overview

Main channels: TVP, Polsat, TVN (more

than 65% of the market)

Over 80 TV channels in polish

GRP packages / CPP guarantee

Ratecard – in case of high sold out ratio

POLAND

More players with high market share

– PRO TV, Antena 1, Realitatea TV,

TVR1, KanalD, Antena 3

Highest share of media investements

into TV - 65%

CPP guarantees on Full Year volume

ROMANIA

Main channels: RTL Klub a TV2

(ProSiebenSat) – 40%

Other channels 60% - CPP guarantees

Exception:

RTL - SAP – „Station Average Price“

(price is calculated according to actual supply

and demand)

HUNGARY

Duopoly situation

Main channels: Prima TV (MTG) a

TV Nova (CME) – 50 %

Full year CPP deals

Non monitored channels - „Price per

spot“

CZECH REPUBLIC

Media parameters

EE

CZ

PLN

LA

LI

CR

BiH

BL

HU

RO

SK

SR

SL

MN

Sources:AGB Nielsen, ATO Mediaresearch, TNS PMT, AGB Arianna, TNS Emor, AGB NMR

AVERAGE TIME SPENT (min. per day)

Peoplemeter research – available in most

of CEE markets

Electronic measurment of audience –

panel of housholds, which mirror social and

demographic structure of inhabitants

Providers - Kantar Media, Gfk, AGB

Nielsen, Mediaresearch

MONITORING

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

Jan

/04

Mar

/04

May

/04

Jul/

04

Sep

/04

No

v/0

4

Jan

/05

Mar

/05

May

/05

Jul/

05

Sep

/05

No

v/0

5

Jan

/06

Mar

/06

May

/06

Jul/

06

Sep

/06

No

v/0

6

Jan

/07

Mar

/07

May

/07

Jul/

07

Sep

/07

No

v/0

7

Jan

/08

Mar

/08

May

/08

Jul/

08

Sep

/08

No

v/0

8

Jan

/09

Mar

/09

May

/09

Jul/

09

Sep

/09

No

v/0

9

Jan

/10

Mar

/10

May

/10

Jul/

10

ČT1

ČT2

NOVA

Prima

TVP1

TVP2

Polsat

TVN

TV2

RTL KLUB

Source: Mediaresearch ATO, AGB, AGB Nielsen

AVERAGE RATINGS

30%

40%

50%

60%

70%

80%

90%

100%

1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6

% s

ello

ut

months

Poland Hungary Czech Republic Slovakia

2009 2010 PL: TVP1 a TVP2 –

160 minutes – day

limit; Polsat i TVN –

216 minutes day

limit

CZ: Nova+ Prima-

288 minutes day

limit

HU: public station:

144 minutes day

limit, commercial

station: 288

minutes day limit

SK: TV Markiza +

TV JOJ 288 minutes

day limit; STV 144

minutes day limit

Source: Mediaresearch ATO, AGB, AGB Nielsen

SOLD OUT RATIO

SALES POLICY

EE

CZ

PLN

LA

LI

CR

BiH

BL

HU

RO

SK

SR

SL

MN

Guaranteed yearly CPP / volume – majority of CEE markets

SAP in Hungary

RBS – MTG

Discounts for early signed commitments/ guarantees

Discount incentives during the year – low season

Advantageous conditions for investments into other media

channels within one supllier

Greater opportunities in sponsorship and product placement

SALES POLICY PRINCIPLES

Growing sold out ratio of main/key TV chanells

Niche chanells are gaining their

New small thematic chanells entering markets

Low investements into content

Duopoly situation on many CEE markets

Untransparent sales policy

CONCLUSION