2009 2010 global passport

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1Proprietary & Confidential

RCN Global Passport

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RCN Global Passport

OverviewWhen RCN switched to an all-digital network, it enabled RCN to focus on a neglected market with a pent up demand – international and multicultural programming.

RCN launched an aggressive push to add and promote such programming. As a result, RCN now has more than 500 International viewing choices, including more than 90 linear channels, covering 15 different language groups, surpassing many other competitor offerings.

Working with its international partners, RCN’s integrated marketing & public relations campaigns increased the number of unique international channel subscribers by 22 percent and International revenue by 25%.

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RCN Global Passport

Research

Primary research showed that a unique characteristic of the big cities RCN serves is that they’re multicultural & it showed significant demand for foreign films and language news and entertainment.

Secondary research included conversations with international programmers that indicated a strong desire to enter or expand their presence in the U.S.

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RCN Global PassportEthnic Breakdown within RCN Footprint - ALL Markets

1,080,067429,931

341,07969,653

39,646169,194

103,64243,897

4,5757,763

56,71120,915

10,00537,535

106,688486,110

81,61345,379

654,637547,426

21,99625,415

226,39427,466

198,60158,645

22,284109,725

37,91611,103

52,64820,552

107,152

0 200,000 400,000 600,000 800,000 1,000,000 1,200,000

HispanicMexicanChinese

FilipinoJapanese

AsianKorean

VietnamesCambodian

ThaiArab

CzechDanishDutch

FrenchGerman

GreekHungarian

IrishItalian

LithuanianNorwegian

PolishPortuguese

RussianScottish

SlovakSubsahara

SwedishSwiss

UkrainianWelsh

West Indian

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RCN Global Passport

1,509,998

1,080,067

547,416

654,637

429,931

341,079

226,394

198,601

169,194

109,725

107,152

106,688

0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000

Hispanic

German

Italian

Irish

Mexican

Chinese

Polish

Russian

Asian Indian

Subsaharan African

West Indian

French

International Breakout - All Markets Top 12 Ethnicities including Hispanic and Mexican within RCN Footprint

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RCN Global Passport

122,415

46,364

26,884

52,453

12,586

18,733

14,589

18,461

17,061

33,29115,02212,691

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

Total Persons in RCN Footprint

Ethnic Breakout -Washington DC

Hispanic

German

Italian

Irish

Mexican

Chinese

Polish

Russian

Asian Indian

Subsaharan African

West Indian

French

167,945

78,833

44,442

74,559

319,899

33,359

63,960

24,992

27,89219,3866,64111,655

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000


Ethnic Breakout - Chicago

Hispanic

German

Italian

Irish

Mexican

Chinese

Polish

Russian

Asian Indian

Subsaharan African

West Indian

French

565,566

81,015

158,556125,140

76,698

228,941

68,314106,407

86,238

23,771

43,74125,882

0

100,000

200,000

300,000

400,000

500,000

600,000


Ethnic Breakout- New York

Hispanic

German

Italian

Irish

Mexican

Chinese

Polish

Russian

Asian Indian

Subsaharan African

West Indian

French

INTERNATIONAL BREAKOUT BY MARKET WITHIN RCN FOOTPRINT: TOP 12 ETHNICITIES (INCLUDING

HISPANIC AND MEXICAN)

111,560

236,253

168,781

192,370

12,30012,339

53,265

15,001

14,56710,4306462 15479

0

50000

100000

150000

200000

250000


Ethnic Breakout - Philly/ Lehigh Valley

Hispanic

German

Italian

Irish

Mexican

Chinese

Polish

Russian

Asian Indian

Subsaharan African

West Indian

French

112,581

43,645

148,753

210,115

8,448

47,707

26,266

33,740

23,436

22,84735,286

40,981

0

50000

100000

150000

200000

250000


Ethnic Breakout - Boston

Hispanic

German

Italian

Irish

Mexican

Chinese

Polish

Russian

Asian Indian

Subsaharan African

West Indian

French

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RCN Global Passport

Campaign Objectives

Support RCN’s development & promotion of a new “Global Passport” tier of international programming;

Launch an aggressive, integrated PR and Marketing campaign that creates awareness of Global Passport programming in the multinational ethnic communities in RCN’s footprint;

Increase the company’s international programming customer base and sales revenues.

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RCN Global Passport

Strategy

RCN’s strategy was to develop a more robust international lineup than its competitors and to aggressively market and promote it directly to the targeted multi-ethnic communities.

Prior to the Global Passport initiative, RCN’s International growth was nominal. When Richard Ramlall, SVP, Strategic External Affairs & Programming, was given the additional responsibility of International marketing, growth gained momentum.

Within 12 months, Ramall and Aleisha Bozin, Sr. Programming Manager, negotiated 33 International contracts, increasing the Int’l channel offerings by over 40%.

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RCN Global Passport

As part of contract negotiations, RCN required these new international networks to provide a comprehensive marketing plan, consisting of tactics that would help target each specific ethnicity and promote the channel’s presence on the RCN network to the multi-ethnic communities through advertising and local events.

The new networks contributed more than $1 million in marketing, advertising and PR support. In addition, the networks purchased or loaned equipment that saved RCN spending an additional $1 million in capital expenditures.

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RCN Global Passport

TacticsNetworks’ marketing plans included the following tactics: web & TV announcements, ethnic radio spots, ethnic print ads, upgrade offers, key event sponsorships (local parades, festivals, etc.); call center training; a comprehensive activity grid, cross channel spots; celebrity voicecasts, free previews; web support (banners, graphics, etc.), and outdoor ads.

Processes were set up internally at RCN starting with channel interest, contract negotiations, product development, web & E-commerce, call center, promotions, public relations/ marketing and tracking. These include: press releases, voicecast/ cross channel; letters to current ethnic subscribers; outbound calling; free previews; email blasts; print ads; TV ads; radio ads; advertorials, direct mail; event sponsorships; referral programs; call center visits; web banners; one month free promotional stunts; and street teams (flyer distribution).

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RCN Global Passport

International News ReleasesDec. 4, 2009 -- RCN Adds EWTN Español to its Cable TV LineupNov. 20, 2009 -V-me Media, Inc. and RCN Announce Carriage Agreement for V-me Oct 15, 2009-RCN Launches Three New Greek Cable TV Channels: MEGA Cosmos, ALTER Globe & STAR InternationalSept 24, 2009 - RCN Honors Latin Culture at Hispanic Heritage Month CelebrationSept 18, 2009 - RCN Participates in Two Cultural Festivals in BethlehemSep 10, 2009 - RCN Continues to Lead the Way in Offering Customized Spanish-Content PackagesAug 6, 2009 - RCN Showcases Asia Extreme, Sundance Channel's Free Video-on-Demand PreviewAug 5, 2009 - RCN Expands MiVision Spanish-Language Cable Tier Choices: Now Offering MiVision Plus & MiVision LiteJul 31, 2009 - RCN Extends RTVi and RTVi Plus to International Channel LineupsJul 31, 2009 - RCN Launches Ebru TV, a 24/7 Multi-Cultural Family Jul 20, 2009 - RCN Launches 'World Wide Lens' Series Kicks Off With Locally Produced Pakistani Film, 'Bhool'Jun 22, 2009 - RCN Adds Shalom TV to Its Free Video ON DEMAND Line-UpJun 11, 2009 - RCN Adds SKY TG24, the 24 Hour All-News Italian Channel, to Its Global Passport Tier Apr 27, 2009 - RCN Launches New Tang Dynasty Television (NTDTV) Network; Expanding Its Global Passport LineupMar 16, 2009 - RCN Adds TV JAPAN and MBC Cable Channels to Its Global Passport International Program Premium LineupFeb 23, 2009 - RCN Continues To Grow its Global Passport Tier by Launching Television Korea 24 (TVK24) Feb 17, 2009 - RCN Expands Its South Asian Programming With the Addition of ITVJan 27, 2009 - RCN To Carry Cine Mexicano, La Familia Cosmovision & Latele Novela NetworkDec 5, 2008 - RCN Launches Antenna Satellite Network On Its All-Digital Network Dec 1, 2008 - RCN Launches First Phase of Exciting New Global Passport Tier; Company Nov 26, 2008 - RCN Will Launch Setanta Sports On Its All-Digital Network on November 30, 2008Nov 24, 2008 - News Corporation's STAR Signs US Distribution Deal with RCN

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RCN Global Passport

Cross Channel Spots

As these networks launch, a series of cross channel TV spots, which are both unique and exclusive to RCN, have been developed jointly with its international partners. Richard Ramlall, SVP, Strategic External Affairs & Programming, traveled courtesy of the networks to India, Philippines, Turkey & Greece to record an introduction used in these spots featuring some of the more popular programming on their networks.

Richard Ramlall taped a cross channel spot in India, featuring contestants in an “American Idol” type program wearing RCN shirts and plugging RCN coverage.

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RCN Global Passport

Joint Marketing Efforts

Sentanta Sports, a European soccer league channel, had RCN branded advertisements posted on the sides of Metro buses in D.C. and subway cars in NYC, and became a joint sponsor with RCN of the DC United soccer team.

Celebrities from the networks recorded voicecasts that were sent to the telephones of current and potential subscribers informing them of the presence of the channels on RCN and how to subscribe.

Full page advertisements have appeared in Philippine, Chinese, Indian and Greek community publications, as well as radio commercials, news articles, advertorials and on-air announcements.

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RCN Global Passport

Interviews & Promotions

RCN’s CEO Pete Aquino was interviewed on the nation’s largest Greek radio station. Also, WVOX’s Italian Hour program.

Richard Ramlall interviewed by EBRU TV, New Tang Dynasty TV & Asian FM Radio,

In addition, the networks are promoting their channel on RCN at key ethnic events, festivals, concerts and parades.

Promotions have also included free previews, sweepstakes, free months for referrals, local sponsorships and scholarships, tournaments, tickets to ethnic concerts and TV programs.

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RCN Global Passport

Website & On-Line Banner Examples

http://www.rcn.com/dc-metro/digital-cable-tv/digital-extras/international

Banner FaceBook Banner

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RCN Global Passport

World Wide Lens SeriesTo both increase programming and bring attention to RCN’s international programming, a new “World Wide Lens” series was launched on RCN Channel 8.

The first film, “Bhool,” is a locally produced Pakistani-American film directed by Mansoor Ahmed, the project manager for NASA’s Hubble Space Telescope Program.

Cross channel spots, in addition to several marketing pieces, were created to give this film and series maximum exposure on RCN’s Network.

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RCN Global Passport

Examples of Advertorials & Coverage

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RCN Global Passport

Advertising ExamplesPhilippines Greece

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RCN Global Passport

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RCN Global Passport

Holiday Themed Ads

Chinese Lunar New Year Diwali

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RCN Global Passport

Samples of Direct Mail

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RCN Global Passport

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RCN Global Passport

Results

RCN actively tracks and evaluates results on a regular basis. The International take rate has dramatically increased, by over 50 percent. International is now the fastest growing segment in RCN’s cable network.

One channel grew to more than a thousand subscribers in several months. The voicecast for one of the channels directly resulted in a 40 percent take rate increase. The number of unique international channel subscribers has increased 22 percent Y-O-Y. The number of residential and SMB international features has increased 52 percent. Overall, the International revenue has increased by 25% Y-O-Y.

RCN now has more than 500 International choices, including more than 90 linear channels, covering 15 different language groups, surpassing many other competitor offerings today.

2009 2010 global passport

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