digital keynote 2010 international conference

DIGITAL KEYNOTE2010 INTERNATIONAL CONFERENCE

What is AETN?

About AETN

“A&E Television Networks (AETN), a joint venture of The

Hearst Corporation, Disney-ABC Television Group and

NBC Universal, is an award-winning, international media

company offering consumers a diverse communications

environment ranging from television programming, to

home videos/DVDs and music CDs, to Web sites, as well

as supporting nationwide educational initiatives.”

-- Excerpted from AETN.com, company’s corporate web site

What is AETN Digital Media?

About AETN Digital Media

“AETN Digital Media is a leading provider of digital

content for properties including History, Lifetime, A&E,

Biography, Roiworld, DressUpChallenge, Lifetime Moms

and MothersClick. More than 13 million unique visitors per

month engage with the company’s digital brands across

14 properties, and millions more consume the content via

syndication, social media and mobile. Combined with the

reach of the A&E Networks, AETN Digital Media provides

sponsors an unrivaled opportunity to reach all

demographics with a powerful, singular-branded

experience across all platforms.”

Positioning AETN…

• To provide different types of media content

• To reach our audience on platforms they choose

• To capture sponsorship $$$ as ad media mix changes

• To capture new revenue streams

• To thrive in a world with low barriers to entry for media businesses

We are a media company, not a cable company, and are changing with the evolving media landscape.

So more than a website…

PROPERTIES

HistoryChannel.com: December, 1996

AETV.com: December, 1996

LifetimeTV.com: October, 1997

1.5MM unique visitors

3.4MM unique visitors

3.8MM unique visitors

1.7MM unique visitors

Source: Omniture, April, 2010; traffic is not “de-duped”

1.9MM unique visitors

175K unique visitors 1.2MM unique visitors

PERFORMANCE

AETN Digital Avg. Monthly Unique Visitors

0

2

4

6

8

10

12

14

16

2007 2008 2009 2010

UN

IQU

E V

ISIT

OR

S (

Mill

ion

s)

Sources: Omniture and Google Analytics; Includes traffic to all AETN Digital consumer facing domains.

2007 2008 2009 2010 Change7.5 Million 8.8 Million 11.6 Million 14.0 Million +87%

AETN Digital Avg. Monthly Page Views

Sources: Omniture and Google Analytics; Includes traffic to all AETN Digital consumer facing domains.

2007 2008 2009 2010 Change54.3 Million 80.5 Million 136.2 Million 146.0 Million +169%

0

25

50

75

100

125

150

2007 2008 2009 2010

PA

GE

VIE

WS

(M

illio

ns)

AETN Digital Avg. Monthly Video Streams

Sources: Omniture, Brightcove and Lightningcast; Includes traffic to all AETN Digital consumer facing domains.

2007 2008 2009 2010 Change7.3 Million 9.3 Million 16.8 Million 25.0 Million +242%

0

5

10

15

20

25

2007 2008 2009 2010

VID

EO

ST

RE

AM

S (

Mill

ion

s)

Competitive Landscape

Source: Nielsen Net//Ratings (US only) – March 2010

1 FOOD 9,405 6%2 SPIKE 6,671 -9%3 MTV 5,481 1%4 E! 5,380 79%5 NATIONAL GEOGRAPHIC 3,631 -20%6 HGTV 3,249 1%7 COMEDY CENTRAL 2,841 -6%8 LIFETIME 2,069 8%9 HBO 2,062 21%

10 BRAVO 1,903 36%11 VH1 1,803 -20%12 DISC CHANNEL 1,677 -5%13 HISTORY 1,664 6%14 DIY NETWORK 1,584 4%15 CMT 1,394 -15%16 SYFY 1,322 -33%17 USA 1,234 38%18 TRAVEL 1,210 -17%19 TBS 916 36%20 SOAPNET 905 17%21 A&E 881 18%22 SHOWTIME 881 -12%23 BET 815 76%24 TNT 765 6%25 G4TV 756 -31%26 FX 736 57%27 BIOGRAPHY 724 43%28 TRU 681 -28%29 TLC 670 -45%30 DISC HEALTH 607 -45%

RANK SITE

MONTHLY UNIQUE

VISITORS

% GROWTH VS PRIOR

YEAR

AETN Digital Media 2010 Revenue

vs. FORECAST

SALES $$ +6%

BUSINESS DEVELOPMENT

$$ +20%

TOTAL $$ +8%

2010 Revenues Forecasted: $20MM

Note: Includes revenues through April 30, 2010

PROPERTIES

History

• Site re-launched Feb. 25 in Beta; official launch at “America” premiere

• Accurate, trusted and authoritative … using a scalable topics-based approach and with multimedia (4,000+ videos, 2,500+ photos) unlike Wikipedia

• Site structure aligns with network’s “History Made Every Day” slogan

• History Behind the Headlines joins This Day in History as key franchises

• Ultimate History Quiz launched in March

Bio.com • Significant opportunity to relaunch as trusted, authoritative source for information and data on

people (dead or alive)

• Data-driven approach structured for scalability like History.com with

hundreds of data points (e.g., names, locations, dates, etc.)

• Leverage Biography channel’s immense video archives

• Embedded video player resulting in views up +170% year-over-year in April

• Hundreds of mini-bios in production for use on new site and

syndication opportunities

Lifetime

• “The ultimate source for entertainment, escape and play”

• Broad content offering expands linear brand and reaches new, younger audience; online 39.9 vs. television 46.4

• 74% of 2009 site traffic in non- programming verticals, including Games, Sweepstakes & Contests, Beauty & Style and Entertainment

• Yet also leverage programming assets effectively

• 550,000 Project Runway fans on Facebook

A&E

• Site programming-focused to market linear channel

• Video views increased 77% year-over-year

• In 2009, majority (70%) of streams were full episodes

• Mobile apps launched

• Future opportunities include:

• Live events/stunts

• Leveraging talent more

• Providing greater access

• Expanding games offering

Roiworld

• Launched in English in Feb 2009

• Averaging more than 2 mm UVs and 75 mm PVs per month

• Avg. time spent of 25 mins/visit • 800,000 registered members

• Monetizable via advertising, sponsorships and virtual goods

• Design partners include ABS, Norma Kamali, Ports 1961, Kenneth Cole, and Juicy Couture

• Social gaming features launched in March; new levels in June

DressUpChallenge

• Virtual makeovers/clothes

• Nearly 900,000 registered members

• Avg. time spent of 29 mins/visit

• Launched virtual goods store in April featuring limited edition collectibles

• Launched “Fashion Improv” in May – multi-player, real-time, social game embedded in Facebook

Lifetime Moms and MothersClick

Lifetime Moms• Launched mid-2009• Honest, real conversations by moms for moms• Relevant, on-brand bloggers

− 15 channel leaders− 85 affiliates who

provide ad inventory• Generates 11MM ads/month• Promotional platform to desirable audience

MothersClick• Social networking site focused on moms and topics related to their lives, interests

MOVING FORWARD TOGETHER

AETN Digital Working with International

• Produce content and functionality at scale that International JVs can leverage for their markets

• Utilize existing workflow processes to create custom content unique to your markets

• Continue to benefit from shared infrastructure cost savings and planning

• Focus on content development/ownership with no rights restrictions outside the U.S.

• Continue to improve communication and act as sounding board for research, questions, etc.

THANK YOU!

Evan Silverman(212) 424-0944; evan.silverman@aetn.com