VirtualArtsTV turns the performing arts into an interactive, global event

1. Turning the Performing Arts into an Interactive Global Event
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv

2. Business Overview
• Re-inventing the performing arts for a wired twenty-
first century audience so that it is Global, Interactive
and Live
Thereby…
• Introducing new revenue streams to the $14 Billion
performing arts industry
In comparison, Americans spend ~$20 billion on sports admissions & ~$10 billion on movie box-office tickets.
Source: Bureau of Economic Analysis, U.S. Department of Commerce
Presented to StartUpOneStop, May 15, 2012 http://VirtualArts.tv pg 2

3. Opportunity: Performing Arts Market
14 Billion Dollar Industry in Crisis
• Audiences are in decline
• Employment lowest since 1990
• Administrators struggling to raise
funds
• Industry grappling with how to:
• Cultivate new audiences
• Create new revenues
• Create more arts jobs
• Incorporate new technologies
Source: 1982, 1992, 2002 and 2008 Surveys of Public Participation in the Arts
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 3

4. Insights: Related Media Markets
Online Video
• Ad-spending expected to
increase to 7 Billion by
2014 (eMarketer)
Live-Streaming Social Media
Digital Performing Arts
• Viewership grew 650% • Reaches
nearly
80%
of
in 2010 (Comscore)" • More Americans view or listen ac&ve
U.S.
Internet
users
to broadcasts & recordings of arts
• 1.4 billion+ minutes on events than attend live (NEA) * • Frequent arts
major publishers (Justin.tv, • ~40% used the Internet to view, attendees are most
USTREAM, Livestream, LiveVideo & listen to, download, or post likely to be influenced
Stickam) artworks or performances (NEA) by social media (LaPlaca
Cohen)
• Expected to double * live theater is sole exception as it is rarely
revenues in 2012 available in broadcast or recorded form"
Online Culture
• 78% of U.S. adults and 95% of U.S teenagers use the
internet (PewInternet 2012)
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 4

5. Conclusion: The audience isn’t
in decline, it’s online
VirtualArtsTV  First producers of interactive,
live-streamed video plays
 A new model of online
entertainment
 Multi-camera productions of
live-streamed performing arts
tailored specifically to a social,
online video experience
equal parts -
 traditional performing arts
 online video
 social media
 live-streaming event
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 5

6. Proof of Concept
First Live-Streamed Interactive Video Play
Better Left Unsaid TV– January 2011
Click play to be taken to highlights from
Better Left Unsaid TV (1:38) • 3 performances – 50,000
unique live viewers
• No marketing budget
• Global, interactive
audience
• Viewers chose to pay
more than they pay for a
month of Hulu
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 6

7. VATV Competitive Advantage
• A passion for the performing arts & digital media that has lead us to
bootstrap innovations on live-streaming platforms since inception
• Repeatedly produced successful firsts on the live-streaming
platforms
• Track record of bringing "impossible" projects to fruition
Team Expertise Creative Product
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 7

8. Management Team
Kathryn Jones – CEO David B. Cohen – Chief
• Innovator on the live-streaming platforms Marketing and Sales Officer
since their inception in 2007
• 20 Years in Advertising Industry
• Produced first ever live-streamed web series,
webathon and interactive video-play. • Former Communications Planning Director at
OMD working on the Lowe’s, ING & Wachovia
• Former VP business development for online accounts
video start-up (brands include Panasonic and
Dice.Com) • Former Partner, Group Planning Director at
Mindshare on American Express & Bristol
• Worked in online video since the industry’s Myers Squibb accounts
beginnings
• Consultant for AlphaSights, Digital Trends, the
• Professional actor for 20 years Neighbor Agency, Mindshare USA, Good Crush
& Random Dorm (Dogpatch Labs/ Polaris
• Theatrical producer since 1998 Venture Partners) & Zenith Optimedia
• New media consultant • B. A. Montclair State University
• Speaks about online video and social media at
meet-ups and conferences throughout the • Digital Media Marketing Professional
Certificate, New York University
United States
• B.S. Northwestern University
Joey Brenneman - CVO Erin Bigelow – VP Broadcast
• Former artistic director of the award winning Design and Technology
STAR Theater/ The NiteStar Program
• 11 years working in live television production
• Award winning director of both theater and
• 4 years at ABCNews with the Director of
video
"Good Morning America
• 20 Years professional stage and commercial • Former TD/Director of CN8-The Comcast
actor
Network -, “Backstage with Barry Nolan”,, “Out
• Theatrical producers since 1996 of Bounds”
• Writer and director of Better Left Unsaid the • TD/Director and Production Coordinator of the
first live-streamed video-play. local NBC affiliate in Flagstaff, Arizona
• BFA, New York University • B.A. Electronic MediaProduction, Northern
Arizona State University

9. Next Steps
1. Further establish VATV as go-to
destination for streaming of live-
performance
2. Create a proprietary live-streaming
platform uniquely tailored to
streaming performing arts
3. Enable performing arts companies
and schools from around the world to VATV’s next live-streamed video play is
harness the global reach of the Abstract Nude, by Gwydion Suilebhan
nascent live-streamed performing
arts industry
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 9

10. Business Model
Four immediate sources of Year 1 Year
5
revenue: Income Income
$(MM)
$(MM)
Sponsorships
$0.30 $7.40
Work-for-Hire $0.30 $1.70
Ticket Sales $0.02 $0.80
Consulting $0.08 $0.20
In descending order of volume

11. Competitive Analysis
• There are 5 classes of direct & indirect competition
• Companies included in our analysis include GoSeeDo, NewPlayTV,
The Camden Fringe Festival, Hamlet Live, TheMet:Live in HD, San
Francisco Opera, Joe’s Pub and Broadway Near You
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 11

12. Financing Overview
Key elements:
• Plan to move to ticket sales after Year 2
• Increase to 5 projects in Year 3 & up to 10 by Year 5
• Added staff would include CFO (or other) & CTO (or other)
Presented to Crowdfunder, May 15, 2012 http://VirtualArts.tv pg 13

13. Thank You!