4. Unique Positioning of CTC Media Channels
60
Rossiya-K
Rossiya-1
ТV Center
55 Channel 5
Euronews
Rossiya -24
50 Rossiya - 2
Ren ТV
Zvezda
d
Older
NТV
45 Domashny
7 ТV
DТV Channel
ТV-3 One
40
ТNТ
Younger
Muz ТV
35
Y
30
2X2 MTV
СТС
25
Male Female
20
0.2 0.3 0.4 0.5 0.6 0.7 0.8
Source: TNS Russia
3
5. Opportunities Arising from Fragmentation of Russian TV Market
Audience shares, all 6-54
60% Top
T 3 state-controlled channels
t t t ll d h l
50%
40%
1st tier channels
30%
20%
2nd tier channels
10%
0%
2004 2005 2006 2007 2008 2009 2010
Top 3 state-controlled channels: Channel One, Rossiya-1, NTV
1st tier channels: CTC, TNT, Ren TV
2nd tier channels: Domashny, DTV, TV Center, TV3, Rossiya-K, Channel 5, Rossiya-2, Zvezda, MTV, Rossiya-24, Muz-TV , 2x2, 7TV
4
6. Domashny – Television for Women of the 21st Century
Domashny historic growth
3,5 3,1
Absolute leader in the
Ab l t l d i th 2nd tier h
ti channels
l 3,0 2,8 2,9
2,5 2,4
Content strategy: original content & popular
2,0 1,7
female genres
g
1,5 1,3
13
Programming strategy: flexible schedule to 1,0
reflect female lifestyle 0,5
0,0
00
Focus on enhancing content quality 2005 2006 2007 2008 2009 2010
Audience share, females 25-60, %
5
7. DTV: We Found Our Unique Niche
Audience shares by time slot
October 2010 – March 2011
Time‐slot
Ti l t Weekday
W kd Weekend
W k d
07:00 ‐ 08:00 2,7 2,7
Provocative and edgy entertainment 08:00 ‐ 09:00 1,5 2,0
09:00 ‐ 10:00 2,0 3,6
Content strategy: docu-reality, action
docu-reality 10:00 ‐ 11:00
10:00 11:00 2,5
25 3,3
33
11:00 ‐ 12:00 2,5 2,8
entertainment and innovative approach to
12:00 ‐ 13:00 2,1 2,7
viewer generated content 13:00 ‐ 14:00 2,3 2,2
14:00 15:00
14:00 ‐ 15:00 2,2 2,0
Programming strategy: right mix of 15:00 ‐ 16:00 2,6 2,4
acquired and local content, prime time 16:00 ‐ 17:00 2,9 2,6
17:00 ‐ 18:00 2,4 2,3
based on line-ups of local content 18:00 ‐ 19:00 1,7 2,2
19:00 ‐ 20:00 1,7 1,7
Marketing re-launch in summer 20:00 ‐ 21:00 2,1 1,6
21:00 ‐ 22:00 2,3 1,7
22:00 ‐ 23:00 2,0 1,7
23:00 ‐ 24:00 2,2 1,8
24:00 ‐ 25:00 2,8 1,9
Audience shares all 25-54, %
6
8. CTC Demonstrating Growth Over Time
12.4
12.2
12 11.9
11.8
11.6
11 6
11.3
11.2
10.8
0.0
2007 2008 2009 2010
Audience share "all 6-54", %
7
9. Perestrojka at CTC – Optimizing Audience Demographic Profile
#2 in 14-44
13
12.6 12.6
12.5 12.2
12 #4 in 14-44 11.8 11.7 11.9
11 9
11.5 11.3 11.3
11
10.5
0.0
2007 2008 2009 2010
Audience share "all 6-54", %
,
Audience share "all 14-44", %
8
10. We Know What Advertisers Want
76% of ad budgets, 57% of CTC audience in 2010
(2008: 54%)
9
11. Strong Spring Season Line-Up
Line-
From March 28, 2011
New Season of Daddy’s Girls Weekdays 7 pm
New Season of Voroniny Weekdays 8 pm
(adaptation of Everybody Loves Raymond)
Traffic Light Weekdays 8:30 pm
(adaptation of Israeli format Ramzor)
Hollywood and Russian Blockbusters Weekdays 9 pm
10
12. Transforming Creative Ideas into Ratings Performance
Strong line-up of premieres in spring
Summer as a full-scale TV season
Massive attack in autumn
Focus on comedy formats
New content genres:
• mystic thriller
• sci-fi
• experimental reality shows
p y
Creative marketing to support all of the above initiatives
11
