Game of Throws: Mitch Halpin Chihiro KurokawaKellen Kruse Wenlie Ye

MOBILE | SOCIAL | INTERACTIVE

Therefore, content should evolve:

How can we establish better synergy across multiple platforms?How do we create more valuable content for the multi-faceted customer? What can create a viewer experience like none other?

The Customer Is Evolving…

PassiveActive

2nd Screen

Interactive

User Experience Evolution

Essential Product Themes Mobile – Utilize the

second screen in an unprecedented fashion

Social – Create a discussion forum that encourages productive input which improves the RedZone content

Interactive – Use crowd-sourced feedback to determine certain aspects of the television programming

NotificationsLive game updates and

statsRed Room

Discussion Board“High Five” & “Heat Index”

Live PollingDrive traffic to other NFL-

DM propertiesHot Topix

Summary of hot trending content

Social MediaLinks to Facebook, Twitter,

Instagram, etc.

Key Functionality

A 2nd screen product that complements and enhances the NFL RedZone Channel

Red Room – a live-updated discussion room built into the app. “High Fives” are analogous to “Ups” on Reddit or “Likes” on Facebook

Get Red Hot in the Red Room!Contribute good comments in order to trend up

on the Heat Index“On-Fire” comments gain consideration for on-

air mention

Additional Product Details

30-40m 4-9m 4-7m 2-5m 3-7m 7-10m

Key Differentiators:

Live Interaction with TV

What’s upcoming vs. what already happened

Live user-to-user interaction

Not just stats!

Increases traffic to other NFL-DM properties

* Estimates based on currently available public data

Competitive Landscape

The RedZone App is the ONLY app that allows viewers to actively impact TV programmingSocial Media Correspondent has a prominent

role and works parallel to Scott HansonOn-screen ticker and Social Media

Correspondent will let viewers know about polls and user content that has made it on air

Value Proposition

Casual GamesConversion to Fantasy

NFLShop.com Earn Fan Reward points

Fantasy FootballUpdates based on NFL.com fantasy roster

NFL RewindPolls influence video highlights

Synergies w/Existing Products

The Die Hard

Jimmy’s House

Fantasy Geek

Geek-lite

Casual

Bob: Go Raidazzzz!!!!!

Chihiro: It’s Sunday, we’re going to Jimmy’s house for the game.Kellen: Again? Mitch: I need 17 fantasy points from Rodgers today in order to win my league!!Chelsea: Now I have something to talk about at work.

Wenlie: There’s food at this tailgate right?

Customer Segmentation

Target Segment

Social

• Party Goers• Gender Neutral• Polls and Trends

Interactive

• See the Future• Ease of Use

Mobile• Never Miss a

Play• No

Advertisements

Geography

• House (or Bar)• Mid/Large Cities

Demographic

• Age 21 - 45 • Tech Savvy

Psychographic

• Instant Gratification

• Fantasy Players

Basic Segmentation

Life Style Segmentation

Jimmy’s House

Blogger Previews Radio/Podcast Mentions Co-marketing with existing casual

games

App Store Promotions On-Air Ads

On-Air Mentions / Tickers Co-branding with cable/satellite

providers

At Launch

Pre-Launch

Post Launch

Timeline

Promotion

All proposed capabilities are within the limitations of the Android and iPhone SDK’s public API

Channel production must be tied together with App Content In-studio staff member sending data on current/upcoming on-

air content to App A slight delay prior from event to content on-air is needed for

best experience, but not necessary Server farm doing on-going encoding into clips for in-app

sharing and tablet experience Depending on content pipeline, social posting may occur slightly

after user makes the request.

Collaborative Parties Apple & Google Channel Production Staff TV Distribution Partners (e.g., Comcast)

Feasibility Analysis

Video ApplicationsVerizon exclusivity contractTablet streaming capability

Customer Lifetime ValueAdditional data needed to quantify CLV

Personalize ContentBased on user data and profile

Further Considerations

Financial ProjectionYear 1 Year 2 Year 3 Year 4 Year 5

SubscriptionsPay TV Subscribers 100.0 99.2 98.4 97.5 96.7 Cable TV 65.0 64.4 63.7 63.1 62.4 Satellite TV 35.0 34.8 34.7 34.5 34.3 DirecTV 20.0 19.9 19.8 19.7 19.6 DishNetwork 15.0 14.9 14.9 14.8 14.7 RedZone Subscribers* 20.0 22.0 24.2 26.6 29.3 RedZone App Downloads 6.0 6.6 7.3 8.0 8.8 RevenueUnited States:ASP 2.0$ 2.0$ 2.0$ 2.0$ 2.0$ US Sales 11.9$ 13.1$ 14.4$ 15.9$ 17.5$

International:RedZone Subscribers 0.8 0.9 1.1 1.3 1.6 RedZone App Downloads 0.3 0.4 0.4 0.5 0.6 ASP 4.0$ 4.0$ 4.0$ 4.0$ 4.0$ Int'l Sales 1.2$ 1.4$ 1.7$ 2.1$ 2.5$

Sponsorship Revenue 1.0$ 1.1$ 1.2$ 1.3$ 1.5$ Total Sales 14.1$ 15.7$ 17.4$ 19.3$ 21.4$ Operating Cost Startup Cost 0.9$ 0.2$ 0.2$ 0.2$ 0.2$ Development 0.7$ 0.2$ 0.2$ 0.2$ 0.2$ Servers 0.2$ 0.0$ 0.0$ 0.0$ 0.0$ Recurring Cost 4.3$ 4.7$ 5.2$ 5.7$ 6.3$ Cost of Sales 3.6$ 3.9$ 4.3$ 4.8$ 5.2$ SG&A: Bandwith/CDN Fees 0.6$ 0.7$ 0.7$ 0.8$ 0.9$ Light Staff 0.2$ 0.2$ 0.2$ 0.2$ 0.2$ Total Costs 5.2$ 5.0$ 5.4$ 5.9$ 6.5$ Operating Profit 9.0$ 10.7$ 12.0$ 13.4$ 14.9$ *DirecTV subscribers are excluded from projections due to a separate RedZone platform

Pricing:Premium App for the Passionate Football Fan

$1.99 per download in US Market$3.99 per download in International Market