1 july, 2009 july, 2013. 2 overview launch date: march, 1996 satellite: transmitted via asiasat 3s,...

1July, 2009 July, 2013

2

OverviewLaunch Date : March, 1996Satellite : Transmitted via ASIASAT 3S, APSTAR 6 and CHINASAT 6B

Programme Type : Wide variety programs e.g. Info-tainment, Documentary, Drama,

News, Face-to-face interview

Penetration : Reaching 83 millions households in China#

Penetration of China’s 40 major cities : 64%~

Reaching 4,300,000 households in other Asia Pacific countries*

Data Source : # CSM Distribution Survey in China Mar 2012

~ CSM (base : 4+ or above, May, 2012 )* Phoenix International Operations Division

3

Worldwide Worldwide DistributionDistribution

4

PHOENIX WORLDWIDE DISTRIBUTION & SATELLITE COVERAGE

5

ReachingReaching

83 Million83 Million

Households in China Households in China ##

Source : # CSM Distribution Survey in China Mar 2012

6

Region TV Homes

Hong Kong (SMATV, i-Cable, NOW Broadband, TVB Pay Vision, HK Broadband TV) 2,200,000

Macau (Macau Cable TV, SMATV) 50,000

South Korea (SMATV) 60,000

Brunei (Kristal-Astro) 26,000

Indonesia (First Media/ Telkomvision/ PT Cipta Skynindo/ PT KMA/ PT Mega Media Indonesia/ PT Karya Kreatif Bersama )

100,000

Singapore (StarHub) 220,000

Malaysia (ASTRO) 840,000

Thailand (SMATV/ True Visions) 30,000

Vietnam (Nacencomm) 10,000

Others (Australia, Taiwan, Mongolia, Philippines, Japan, New Zealand, etc.) 760,000

Phoenix Chinese ChannelAsia Pacific Distribution

Source: Phoenix International Operations Division

4.3M homes in

Asia Pacific

7

Well-knownWell-known Brand NameBrand Name

8

Valued at RMB 27.24 billion,

Phoenix Rated “China’s 500 Most Valuable Brands 2012”Phoenix is loaded with acclaims over the years, and again on June 28, 2012, is listed as one of the 500 most valuable brands in China 2012, announced by World Brand Laboratory, one of the world’s leading brand evaluation organizations.

Phoenix TV, valued at RMB 27.24 billion, is second only to CCTV in the media category. Phoenix has been ranked second in this category for nine consecutive year since the chart was first introduced in 2004.

World Brand Laboratory, based in New York, introduced the selection in China that took in the corporate financial status, consumer’s behavior and brand impact for evaluation. Trades such as household electronic appliances, automobiles, garment, food and beverage are covered for the evaluation. The judging panel is consisted of experts and consultants from the world-class universities.

Source: World Brand Summit, June 28, 2012

9

Phoenix named one of “Asia’s 500 Most Influential Brands 2011”Seven years in a row

Phoenix is named as one of “Asia’s 500 Most Influential Brands 2012”, seven years in a row in Hong Kong on September 27, 2012. Among 56 media brands, Phoenix is ranked the fourth alongside with CCTV, NHK from Japan and TVB from Hong Kong. Phoenix is making notable progress by rising 44 ranks within a year.

The weighty brand list comprises 500 brands from 17 countries and regions.

Out of the 500 brands, 196 are from China, including Hong Kong, Taiwan and Macau, overtaking Japan for the first time. 176 brands are from Japan whereas a total of 45 brands from Korea.

The selection is jointly organised by the magazine “World Entrepreneur” and World Brand Laboratory, among others. The brand influence in Asia is measured by indicators such as market share, brand loyalty and Asian leadership etc.

Source: “World Entrepreneur” magazine, September 27, 2012

10

The Most Respectable Company in China for 11 years

Source: The Economic Observer and Management Case Study Center of Peking University , May 30, 2012

Phoenix scored “The Most Respectable Companies in China 2011” again for eleven consecutive years. Phoenix is also the only TV media corporation to have garnered this accolade since the selection was first launched in 2001. The award presentation ceremony was held in Beijing on May 30, 2012.

Phoenix Chairman and CEO Mr. Liu Changle attended the ceremony. He said, “The winning formula for corporations are social responsibility and moral conscience. The outstanding corporations must have good financial performance as well as the social reputation and honour. The respect from the audience matters, it is the groundwork of our sustainable growth. Phoenix strives hard to uphold the right of speech of the people, and news conscience in order to radiate Phoenix influence and credibility. The responsibility and mission of a media breath life to the brand of Phoenix.”

In 2011, Phoenix has been performed well financially, several quality programs garnered awards internationally in New York and Chicago. When it comes to culture, Phoenix also pursued projects to reunite a famous painting separated for over 300 years. All come to show her passion, dedication, and commitment to excellence.

Themed as "conscientious corporations" this year, the selection was conducted in two stages, took in several core criteria by a group of experts and professionals in diverse fields.

11

ifeng.com Named The Most Valuable Info Site of the Year

Source: New Weekly, November 15, 2010

Joined by a group of media veterans and field leaders, famous new wave magazine New Weekly hosted the Netlife Value Award 2010 to acknowledge the rising forces on the internet that has added new values to the lives of modern Chinese web users. Edging out weighty competitors such as Sina News, WSJ Chinese and Hudong.com, ifeng.com is named The Most Valuable Info News Site of the Year.

Since its launch, ifeng.com has been a leading force in the industry to adopt the multi-media communication style which creates a seamless flow of information. The organizing committee commented that ifeng.com is a 24/7 information powerhouse where the web users can always look up to for the latest news from around the world. ifeng.com is truly a reliable information forerunner serving 100 million high-end browsers, good at judgment and dare to defend the freedom of speech. Special reports on the demolition dispute in Yihuang has shown the quick response of the reporting team; Shanghai World Expo series well demonstrated the scale of its coverage while the current affairs reportage never fails to impress users for its high standard of accuracy and insight.

They hailed, “ifeng.com is indeed the new media in its best form: Internet, wireless communication and TV network all blend in one seamlessly. ifeng.com is definitely the most successful example of the transformation of the traditional media.”

Besides, ifeng.com also received many awards this year for her creative marketing as well as brand-building campaigns.

12

RenownedRenowned On-screen EliteOn-screen Elite

13

Sally is hosting “Mainland Q&A”, interviewing high-profile leaders from China,

Taiwan and Hong Kong

Awarded “Influential Chinese Women in 60 years” by the Lady Channel of 163.com

“The Most Influential Female in Entertainment Media Industry” by the Chinese edition of

“Variety” magazine in 2006

One of “The Most Valuable Presenters in China 2005” valued at RMB100 million

by World Brand Laboratory, lauded as “professional, steady, classy,

the most influential presenter from Taiwan"

“Media Ambassador” by the 7th World Chinese Entrepreneurs Convention

in 2003

One of the “Top 20 Most Influential Females in the World” by Globe magazine in 2001

Sally

Wu

Presenter

Presenter

14

Presenter

Ranked second on “The Most Valuable Presenters in China 2008" by World Brand Laboratory,

valued at RMB 330 million

“Best Talk Show Program Presenter” at China TV Program Awards 2006 organized by

New Weekly

“Best China TV Chat Show Presenter ” at China TV Presenter Forum, Annual Award Ceremony 2005

“Best Talk Show Program Presenter” and one of “The Most Valuable TV Program Presenters

in 15 years” at China TV Program Awards 2004

His program “Inside Big Cases” was awarded “The Best Social Portrayal and Critics” at

China TV Awards 2008 organized by New Weekly, lauded as “frank, smart, versatile”

His program “Behind the Headlines with Wen Tao” was awarded “China Benchmark Brand 2008 & 2009”

by Columbia Journalism Review

Named in the “Forging Ahead 200 ” to confirm his vitality and ahead-of-time standing selected by

New Weekly in 2005

Dou

Wen Tao

Presenter

15

One of “The Most Valuable Presenters in China 2008" by World Brand Laboratory,


“TV Program Presenter of the Year” and “Best Talk Show Program Presenter ”

at China TV Awards 2005 by New Weekly

“Best China TV Interview Program Presenter" at China TV Presenter Forum,

Annual Award Ceremony 2004

One of the “Top 100 Chinese Celebrities” by Forbes in 2004

“Best Talk Show Program Presenter” at China TV Program Awards 2003

organized by New Weekly

Her program “A Date with Lu Yu” was awarded “Interview Program with Most

Effective Cross-media Marketing Power”

at China TV Awards 2009 organized by New Weekly

“China Benchmark Brand 2008 & 2009” by Columbia Journalism Review and

“Most Amiable Talk Show” at China TV Program Awards 2006

by New WeeklyPresenter

Chen Lu

Yu

16

Hua Ding Award of “Best Performance by a Male TV Presenter of Feature Programs” in 2010

“China Youth Leader of our Time 2008” by Southern People Weekly

Awarded “TV Program Presenter of the Year” and “Best Talk Show Presenter”

at China TV Program Awards 2007

One of the “50 Most Charismatic in China” by Southern People Weekly in 2007

“Best News Anchor, Bronze World Medal” at New York Festivals 2007

“Most Amiable and Intelligent Presenter” by China TV Artist Association and

Presenter Professional Committee in 2007

“Stars of Screen” by China TV Artist Association and Presenter Professional Committee in 2006

His program “Tiger Talk” was awarded“China Benchmark Brand 2008 & 2009”

by Columbia Journalism Review, “TV Program of the Year” and “Best Talk Show” at China TV Program Awards 2007

by New Weekly

Presenter

Tiger Hu

17

Olivia Xu

Presenter

Hua Ding Award of “Best Performance by a Female TV Presenter

of News Programs in China” in 2008

One of “The Most Valuable Presenters in China 2008" by World Brand Laboratory,


Praised as “pleasant and appealing, a fine lady in the Mandarin-speaking

broadcasting world ” by World Brand Laboratory 2005

Her program “Starface” was awarded “China Benchmark Brand 2008 & 2009”

by Columbia Journalism Review

Interviewed countless celebrities including Nobel laureate Mo Yan, world-class investor

George Soros, pianists Lang Lang and Li Yun Di, film directors Ann Hui and Zhang Yi Mou, top sportsmen Kobe Brian and Yao Ming,

Spanish tenor José Plácido Domingo, tennis champion Li Na,

various Olympic gold medalists, etc

18

Qiu Zhen

HaiHe currently hosts programs “Peter Qiu’s Talk” and “Strategy Room”.

Qiu demonstrates his expertise in analyzing international issues, particularly regarding

European affairs and Sino-European relationships. Recently he has begun to focus

on China’s diplomatic orientation, Sino-US relations, Sino-Japanese relations,

Cross-strait issues and the Korean Peninsula.

His newspaper articles are often published in different languages abroad.

Previous to joining Phoenix, he was senior journalist with Wen Wei Pao and

worked for Deutsche Welle.

Commentator

19

Xiao Nan

Special Award of the Panel Committee “Pursuit of Truth TV Heroines”

at China TV Award 2009

“Woman of the Year” by Cosmopolitan in 2008 for her extraordinary performance after

the Sichuan earthquake

“Star of Screen” by China TV Artist Association and Presenter Professional Committee in 2006

Her program “Secret Documentary, Special Feature” were awarded:

“Silver Plague for Documentary: Arts &Humanities” at

the 45th Chicago International Film Festival in 2009

“Silver Hugo Award for Documentary: Arts & Humanities ” at

the 43rd Chicago International Film Festival in 2007

Presenter

Chen

Presenter

20

She currently hosts prime-time“Eye on World”, “From Phoenix to the World”

and “Global Characters”

Participated in the making of “Journey to North Korea 2009”,

a program highly commended by the jury for the History Documentary Category

at the International Media Excellence Awards 2010 organized by

the Association of International Broadcasting

She has hosted various big live specials such as Taiwan Election 2008, trial of Saddam Hussein,

launch of Shenzhou VI, US presidential election, Tsunami in Southeast Asia and

the fifth anniversary of the Macau handover, etc

Awarded “First-class State Announcer in China” in 2005

Invited by US Department of State to tour the country in 2001

under the “International Visitor Program”

Presenter

Lu Chen

Presenter

21

A seasoned commentator with a wealth of journalistic experiences. He studied in Taiwan and the US.

His program “Talk with World Leaders” gives Chinese audiences a closer look at

global figures such as:

former PM of Italy Mario Monti; William Cohen, former US Secretary of Defense;

Russian President Vladimir Putin; Yingluck and Thaksin Shinawatra, current and

former PMs of Thailand; former UK PM Tony Blair;

former Pakistani president Pervez Musharraf; former UN Secretary General Kofi Anan;

former US Secretary of State Hillary Clinton; Australian PM Kevin Rudd;

President of Israel Shimon Peres; amongst other movers and shakers of world politics

Chief Commentator

Anthony Yuen

22

He hosts “Lawrence’s Viewpoint” of “Phoenix Horizons” prime time series on

Phoenix Chinese Channel on Monday and “Emergent China”

Lawrence has participated in the reporting and covering of significant news events, besides

anchoring highly acclaimed reportage as well as the award-winning “Newsline”

His distinct, direct and crystal-clear comments are his hallmark style.

He has written several highly regarded and bestselling books, including

“New China Premier Zhu Rongji”, “The Biography of Wang Dao Han”

and “The Third Gulf War”.

Lawrence

Ho

Commentator

23

“Media Figure of the Year 2011” by Nan Fang Daily China and

“Female Media Award” by lady.163.com in conjunction with United Nations Entity for

Gender Equality and the Empowerment of Women in 2011

One of the “Top Ten Female Brands in China 2010”Special Award of the Panel Committee “Pursuit of

Truth TV Heroines” at China TV Award 2009 Studied at Harvard University in 2006-07 on

Nieman Fellowships for Journalists

The first Chinese female reporter to have entered Baghdad during the Iraq War in 2003

Named in the "Forging Ahead 200" to confirm her vitality and ahead-of-time standing

selected by New Weekly in 2005 One of the “Top 100 Chinese Celebrities”

by Forbes in 2004

“Reporter of the Year” by Sohu in 2004One of the “20 Most Enviable Women in China” by

Madame Figaro China in 2003Her book titled “Reporting Journal of Rose Luqiu”

was awarded “The 2nd Chinese Reporting Literature Award Zheng Tai Prize” in 2003

Reporter

Rose

Chief Reporter

Luqiu

24

Jiang Xiao

Feng Senior reporter and current affairs observer for Phoenix TV

September 2012, Jiang went on board the fishery research vessel “Nanfeng” for the South China Sea,

reporting on the struggle to defend China’s maritime rights

August 2012, Jiang followed Hong Kong activists to the Diaoyu Islands, marking the first complete coverage of

a Chinese Diaoyu campaign on TV

2011, Jiang went to war-torn Libya four times and was trapped with more than 30 international reporters in a

Tripoli hotel in August. He continued filing the latest updates despite the adverse circumstances

Jiang has covered a series of momentous breaking news, including terrorist attacks on Mumbai, India;

Thailand’s political turmoil; Afghan presidential election; post-election riots in Iran; and the climate

summit in Copenhagen

Reporter

25

Unique Unique and and

Quality ProgrammingQuality Programming

26

* “2013 Chicago International Film Festival”, April, 2013 The Festival has grown to become a world-renowned annual event. It is dedicated to fostering better understanding between cultures and to making a positive contribution to the art form of the moving image.

Phoenix Documentaries won awards at“ 2013 Chicago International Film Festival ”

TV Program Awards

“The Journey to North Korea 2012” awarded “Glod

Plaque” of Investigative Reporting / News

Documentary*

“Enhancing Rural Education in China” awarded “Silver

Plaque” of Investigative Reporting / News

Documentary*

“The Left-behind Children in China” awarded “Silver Plaque” of Public Affairs /

Video News Release*

27

─ Gold World Medal (Best Investigative Report)─ Silver World Medal (Social Issues) ─ Finalist Certificate (Best Public Affairs Progam) *

“Silver Plaque ” of Investigative Reporting/News Documentary #

“The Secret Truth of Hogwash Oil – Unravelling the Chain of Deception” won awards at“2013 New York Festivals” and“2012 Chicago International Film Festival”

Source ︰ # “2012 Chicago International Film Festival”, April, 2012* “2013 New York Festivals”, April,2013 The Festivals honors programming in all lengths and forms from over 50 countries. It is dedicatd to both the TV and film industries, categories mirror today’s global trends and encourage the next generation of story-tellers.

TV Program Awards

2012 Chicago International Film Festival 2013 New York Festivals

28

Phoenix Reportage won awards in Taiwan & London

TV Program Awards

Source ︰* “The 16th Cross-Strait Relations and Mainland News Reporting Award”, organized by the Chinese Development Fund Management Association and School of Communication, Ming Chuan University, on November 14, 2012 The awards aim to encourage journalists to engage in a higher-quality, more comprehensive and more in-depth news coverage of Greater China region to promote the news media to pay more attention to cross-strait relations and the mainland news reports. # Global Media Excellence Awards gala in London on November 7, 2012 The awards are organized by The Association for International Broadcasting (AIB) annually, it is unique and independent from commercial interests – independent panel of judges consisting of respected professionals from the broadcasting and wider industries select the winners among entries submitted from all over the world..

“Reunion-Huang Gongwang and Dwelling in the Fu Chun Mountains”

awarded “TV Feature Award”*

“China’s Wenzhou Train Collision” awarded “Highly Commended Award for Clearest Live News Coverage – TV

” #

The 16th Cross-Strait Relations and Mainland News Reporting Award

Global Media Excellence Awards

29

Bronze award of “Health and Wellness” and

“Social Responsibility” #

Source ︰ # “33 rd Telly Awards”, March 22, 2012 The award honors the very best film & video productions, groundbreaking online video content, and outstanding local, regional, & cable TV commercials and programs.▲ “2012 Chicago International Film Festival”, April, 2012* “Record China” , May, 2012‧ The award honors outstanding documentaries, programs and documentary producers in order to promote China's documentary development.

“China Dolls” bagged three awards at“33rd Annual Telly Awards”, “2012 Chicago International Film Festival” and “Record China ”‧

Silver Plaque of “ Investigative Reporting/News Documentary”▲

Second class prize of “Record China” *‧

33 rd Telly Awards

2012 Chicago International Film Festival

TV Program Awards

30

Phoenix Documentaries won awards at“2012 New York Festivals”

Source ︰ * “2012 New York Festivals”, April,2012

“The Way Home – A Motorcycle Journey” awarded

“The Finalist Certificate” of Social Issues/Current Events *

“China Sizzles – The Way Out to Address Climate Change”

awarded “Silver World Medal ” of Environment & Ecology *

TV Program Awards

31

Phoenix Presenter Excels at“China TV Award 2011”

Source ︰ * “China TV Awards 2011” News Weekly, April 1, 2012 “China TV Awards” is considered as the most authoritative, fair and people-oriented ceremony on TV industry in China.

Yu Chi Lin Jia awarded “The Best Talk Show

Presenter”*

TV Program Awards

32

Phoenix Reporter Triumphs at“Shenzhen & Hong Kong Lifestyle Awards 2011” & “ Female Media Award ”

Miss Rose Luqiu is awarded “Media Figure of the year”* and “ Female Media Award ”#

Source ︰* “Shenzhen & Hong Kong Lifestyle Awards 2011” Nan Fang Daily China, December 9, 2011 The award is the unique award in China to take “cultural and lifestyle” as the benchmark. # “Female Media Award”, February 20, 2012 The award is jointly held by lady.163.com and United Nations Entity for Gender Equality and the Empowerment of Women to pay tribute to the remarkable women in China.

Media Awards

33

“Journey To North Korea” Awarded“Best Historical Documentary – television”

Source:Global Media Excellence Awards gala in London on November 9, 2010The awards are organised by The Association for International Broadcasting (AIB) annually, it is unique and independent from commercial interests – independent panel of judges consisting of respected professionals from the broadcasting and wider industries select the winners among entries submitted from all over the world.

Phoenix Productions won“Global Media Excellence Awards 2010”

“Earth Rescue Operation” Awarded

“People’s Choice” TV Program Awards

34

Phoenix Program and Presenters Honored at“China TV Award 2009”

Chen Xiao Nan and Rose Luqiu Luwei are given Special Award of the Panel Committee “Pursuit of Truth TV Heroines”

Source ︰ “China TV Awards 2009” News Weekly, March 15, 2010“China TV Awards” is considered as the most authoritative, fair and people-oriented ceremony on TV industry in China.

“Secret Documentary” is named “The Best Humanity Program”

TV Program Awards

35

Tiger Talk

Starface

Behind the Headlines With Wen Tao

Source: Columbia Journalism Review, July 14,2008 / Columbia Journlism Review, January, 2009

Phoenix Four Top Programs Awards“China Benchmark Brand”Two years in a row

A Date with Lu Yu

TV Program Awards

36

Phoenix TV bagged four awards at “China TV Awards 2008”

“A Date with Lu Yu” awarded “Interview

Program with Effective Multi-media Promotional

Power”

“Inside Big Cases” awarded “The Best Social

Portrayal and Critics”

“From Phoenix to the World” awarded “The Best Social Affairs Commentary”

Leung Man Tao awarded “Presenter with Intelligentsia Spirit”

Source ︰ “China TV Awards 2008” News Weekly, March 18, 2009 “China TV Program Awards” is considered as the most authoritative, fair and people-oriented ceremony on TV industry in China. This year, it has altered its name to “China TV Awards”

TV Program Awards

37

Phoenix Chinese Channel ProgrammingPrimetime Series Information Culture Interview News Entertainment

Phoenix Horizon :- Lawrence’s Viewpoint- Sisy’s News- Peter Qiu’s Talk- Shi Ping Financial Insight- Beauty of China

Phoenix Buster Series:- Eye on World- Observation Post of Military

Situation- Social Watch- Head Start in Finance

Approaches to Politics & Business

Health Express

A Quote from the Celebs

Summary of Press

Panoramic Eyeshot of Phoenix

Tiger Talk

From Phoenix to the World

Newsline

Elite Converge

Global Characters

Grasp a Dream

Weekly Finance Update

Strategy Room

Phoenix Focal Point

China Time

China Forum

Hearts Together

Chit Chat with Me

Current Affairs Debate

Charity China

Harmony Society

Omni Media Online

Pic of the Day

My Patriotic Heart

Emergent China

Eight-Minute Reading

Civil Revelation

Earth Report

Architecture’s Dream

Star Cinema

Lingnan Impression

Cultural Kaleidoscope

Dialogue with World Leaders

Mainland Q & A

Behind the Headlines with Wen Tao

Starface

Phoenix Buster Series :- Secret Documentary

A Date with Lu Yu

Good Morning China

Today’s Headlines Morning

Financial News

News Update

Phoenix Afternoon Express

Noontime Financial News

Weekend Morning News

The World this Week

The Asian Journal

Weather Forecast

Phoenix Midnight News Update

Phoenix Midnight Finance Express

Phoenix News Express

Info Express

Trendy Guide

Entertainment Whirlwind

Belle Gourmet

Premium Spectacular

Music Video Selection

Phoenix Selection

Inside Phoenix

Drama

38

One-stopOne-stop Integrated PlatformIntegrated Platform

39

One-StopOne-StopIntegrated Marketing OpportunitiesIntegrated Marketing Opportunities

Phoenix Weekly

Phoenix Multimedia Platform

Phoenix New Mediaifeng.com

Phoenix Chinese

Phoenix Ad Information

On-air

In-print On-line

Phoenix InfoNews Phoenix Movies Phoenix N.A. ChinesePhoenix CNE Phoenix HK

Phoenix U Radio

Digital Audio Broadcasting

40

Up-scaleUp-scaleViewershipViewership

41

Phoenix Chinese is the most popular oversea regional channel

9.2

3.3 3.2 3.1

1.2

0.8 0.7 0.6 0.6 0.60.4 0.32 0.25 0.24 0.20 0.20 0.17 0.15 0.15 0.13 0.12

Phoenix

Chinese

CETV

Xing Kong

Phoenix

InfoNews

Phoenix

Movies

NGC

Cartoon N

etwork

MASTV

Discove

ryMTV

TVB8 ESPN

TVB Xing

he

STAR M

ovies In

t'l

Sun Satellite

Disney

STAR W

orld

STAR S

ports

Channe

l [V]CNBC CNN

Source: CNRS May - Oct 2012Universe/ Sample: Individuals 15+ in 36 China cities(103,046,107/ 40,473); Channels watched in Past 4 weeks(9,478,582/3,657)

% watched Past 4 weeks

42

Phoenix Chinese viewers are well-educated55% Phoenix Chinese viewers receive professional or above education

Profile %

2.1% 1.1%

49.3%43.5%

31.2%32.9%

17.5% 22.5%

All 15+ in 36 cities Phoenix Chinese viewers

University+

Occupational/Technical School/College

High school

Primary or below

Source: CNRS May - Oct 2012Universe/ Sample: Individuals 15+ in 36 China cities(103,046,107/ 40,473)Past 4 weeks Phoenix Chinese viewers (9,478,582/3,657)

43

Phoenix Chinese viewers are more affluentover 45% Phoenix Chinese viewers with monthly household income RMB10,000 or

above

5.0%

9.0%4.4%

10.9%

6.8%

36.3%

25.0%

16.7%

16.0%

8.7%

13.5%

13.5%

31.9%

2.3%


RMB 12,000+

RMB 10,000-11,999

RMB 8,000-9,999

RMB 5,000-7,999

RMB 4,000-4,999

RMB 3,000-3,999

Below RMB 2,999

Profile % Monthly household income

Source: CNRS May - Oct 2012Universe/ Sample: Individuals 15+ in 36 China cities(103,046,107/ 40,473)Past 4 weeks Phoenix Chinese viewers (9,478,582/3,657)

44

Phoenix Chinese viewers hold higher positions

37% Phoenix Chinese viewers with managerial grade or above occupation

15.3%10.2%

9.9%

4.3%

12.5%

13.7%

38.8%

34.9%

18.8%

30.6%

3.3% 3.6%1.4% 2.7%


Civil Servant

Professionals

Company managers

Company staff

Business owners

Worker

Others

Profile %

Source: CNRS May - Oct 2012Universe/ Sample: Individuals 15+ in 36 China cities(103,046,107/ 40,473); Past 4 weeks Phoenix Chinese viewers (9,478,582/3,657)Remarks - “Refuse to answer” respondents are excluded.

45

Phoenix Chinese viewers hold higher positions

than local channel viewersViewer profile – PMG*17.5

29.6

25.1

24.6

22.2

22.0

22.0

21.5

21.3

20.6

20.2

20.0

Total 36 cities

Phoenix Chinese Channel

CCTV-2

CCTV-9

Nangfang TV- 2

CCTV-10

CCTV-English News

CCTV-4

Xizang Satellite TV- 2

CCTV Music

CCTV-5

CCTV News

Profile %

Source: CNRS May - Oct 2012Universe/ Sample: Individuals 15+ in 36 China cities(103,046,107/ 40,473); Past 4 weeks Phoenix Chinese viewers (9,478,582/3,657)*PMG – Professionals/ Managers/ Government officials

46

22.0

46.4

28.0

25.4

24.2

23.5

22.5

22.2

22.1

22.0

21.5

21.2

21.1

21.0

Total 36 cities

Phoenix Chinese Channel

Shenzhen Satellite

CCTV-9

CCTV Children

Beijing Satellite

Travel Satellite

CCTV News

CCTV Music

CCTV-2

CCTV-English News

Hunan Satellite

Dragon TV

Guangdong Satellite

Phoenix Chinese viewers are more affluent than local satellite channel viewers

Viewer profile – Average monthly household income more than RMB10KProfile %

Source: CNRS May - Oct 2012Universe/ Sample: Individuals 15+ in 36 China cities (103,046,107/ 40,473); Past 4 weeks Phoenix Chinese viewers (9,478,582/3,657)

47

19.1

11.4

28.7

17.8

Have investments*

Intended to invest in next 12months**

Phoenix Chinese viewers

All 15+ in 36 cities

Phoenix Chinese viewers are more financially aware

•including: National Debts, Stock A in Shanghai/Shenzhen, Domestic Stock B, Stock of Hong Kong/Overseas market, Bonds, Real Estate, Foreign Currency, Gold, Domestic or Overseas Futures, Collection, Fund, Insurance investment, Lottery, RMB Personal Financing, Others**including: Stocks purchase, Bonds, Buy Funds, Real Estate investment, Others.

Source: CNRS May - Oct 2012Universe/ Sample: Individuals 15+ in 36 China cities (103,046,107/ 40,473); Past 4 weeks Phoenix Chinese viewers (9,478,582/3,657)

Profile %

48

100

118

PAX

Phoenix Chineseviewers

Phoenix Chinese has a higher proportion of Business Decision Makers and Affluent consumers

4 Markets HK/Sin/KL/TP

% profile – BDM & Affluent Index vs.

PAX

Source: PAX (Q1 - Q4 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,068,610/4,844);PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (582,603/1,005)

20.0%

17.0%

49

Phoenix Chinese viewers are more financially aware


Ow

ners

hip

of

Fin

an

cia

l P

rod

ucts


13.0%

21.8%

19.4%

24.4%

23.3%

45.8%

50.2%

73.1%

15.8%

24.5%

25.5%

30.1%

30.2%

49.9%

56.6%

78.4%

Offshore accounts forinvestment purposes

Unit Trust Fund/ Mutual fund

Other properties you own orinvest in

Foreign currencies as aninvestment

Privilege / priority BankingAccount

Private property you are livingin

Stocks/Securities/ Bonds

Life insurance


PAX

Ownership of Financial Products

50

Phoenix Chinese viewers love luxury products 4 Markets HK/Sin/KL/TP


14.4%

26.3%

30.7%

25.3%

19.1%

34.4%

39.3%

31.2%

Own Quality/ Designeraccessories/ Footwear

(US$500+)

Own Quality/ Designerclothes/ Leather goods

(US$500+)

Own Jewellery (US$500+)

Own Luxury watch(US$1,000+)


PAX

51

3.9%

10.5%

28.5%

63.6%

6.6%

18.1%

42.4%

72.6%

12+

6+

3+

1+


PAX

Phoenix Chinese viewers are high flying consumers


# I

nte

rnati

on

al Flig

hts

(past

12

mon

ths)


No. of Int’l Flights in past 12 months

52

Phoenix Chinese viewers are high tech consumers4 Markets HK/Sin/KL/TP


6.0%

41.7%

42.6%

51.4%

68.1%

6.1%

46.1%

47.9%

57.1%

64.9%

Own 3D TV

Own SLR digital stillcamera

Own digital videocamera

Own HDTV

Own LCD/ LED/Plasma TV


PAX

53

Audience SatisfactionAn overall evaluation based on audience scale, channel selectivity scale, and channel popularity.

Source : CTR Market Research, Audience Appreciation Survey of Phoenix TV, Q3-Q4, 2012

Audience satisfaction%(Top channels)

51.549.5 48.7

51.9

59.559.761.261.963.763.9

70.0

75.779.3

PhoenixChinese

CCTV-1General

PhoenixInfoNews

CCTV-13News

CCTV-5 CCTV-4 CCTV-3 PhoenixMovies

HunanSatellite

ShanghaiDragon

TV

CCTV-10 BeijingSatellite

CCTV-2

54

Channel PopularityViewers’ top favorite channels,

divided by the channel penetration rate in Phoenix homes

14.8 14.217.1

19.119.720.2

29.231.4

33.1

41.8

60.8

69.2

PhoenixChinese

CCTV-1General

PhoenixInfoNews

CCTV-13News

CCTV-3 HunanSatellite

CCTV-4 PhoenixMovies

CCTV-5 JiangsuSatellite

ShanghaiDragon

TV

ZhejiangSatellite

Channel popularity%Top 10 channels


55

Must watched channels when there are breaking/ important/ hot news


Base: respondents who are able to receive the channels

6.17.0

20.2

31.2

41.5

72.172.5

CCTV-1General

PhoenixChinese

CCTV-13News

PhoenixInfoNews

CCTV-4 ShanghaiDragon TV

BeijingSatellite

56

Advertisers

57

Advertisers

Mercedes Benz

58

Thank YouThank You

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