HISTORY MARKETING

Great Programming Deserves Great Marketing

June 2, 2010

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BUILDING ON A LEGACY OF QUALITY

Brand has stood for quality and trust since launch

Trusted brand means fans give History brand permission to stretch our boundaries…to be entertaining, as well as informative.

Always top tier in Equitrend – 2010 wave moved us even higher among TV brands known for quality -- #2 among 76 television nets

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HISTORY’S BUSINESS STRATEGY: A QUICK RECAP

Think BIG - - become a “Broad Reach Niche”

Retain Core audience (loyal viewers, heavy frequency, high duration, average 17 nights per month, stay 45 - 50 minutes)

Grow Outer Core (younger occasional viewers, low frequency, high duration, average 2-3 nights per month,

stay 45 – 50 minutes)

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DID IT WORK? AND HOW!

Retained original Inner Core

+ Grew Inner Core even more

+ Enlarged Outer Core

= Huge Ratings Success

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TRACKING CORE VIEWERS

Nielsen, Live+SD, Dec’09 (latest month tracked) vs. Jul’08 (first month tracked). Inner Core = Explorers/Campaigners. Outer Core = Warriors.The network’s composite A18-54 delivery increased 16% over the same period.

Inner Core

History A18-54 Prime Rating Among Inner & Outer Core Audience

1.25 1.38

+10%

Outer Core

0.32 0.37

+16%

Jul’08 Dec’09 Jul’08 Dec’09

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RATINGS UP, AGE DOWN

Nielsen, Live+SD, Full Year 2006-2009, 2010 thru 5/16, M-Su/8-11pm. Top 20 ad-supported cable nets based on 2010 rankings.

2006 2010

#17424

#11513

#5706

#5774

History’s Prime Delivery & Rank Among All Ad-Supported Cable

A25-54+51%

A18-49+67%

FAR OUTPACING CABLE GROWTHTop 20 Cable Nets

A18-49: +4%A25-54: +4%

MEDIAN AGE

OF ORIGINAL SERIES

52

47

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HISTORY BRAND 2.0: HOW DID WE DO IT?

Build on refreshed logo, strategic Made Every Day positioning, evolved on-air look

Amp up brand insistence (consumers going out of their way to interact with us on a daily basis)

Deliver on brand expectations for quality experience with enhanced sense of place

Create a destination for our programming franchises and

the personalities they reflect

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ON-AIR Blue Room Sizzle TRT 1:20

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INFUSE POSITIONING INTO TUNE-IN

Integrate Made Every Day into our DNA - - not just as tags

Keep creative fresh, dynamic & surprising for loyal fans & new viewers

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Made Every Day Montage TRT 1:45

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DON’T BE AFRAID TO TAKE CREATIVE RISKS

Innovative ideas usually mean doing something nobodyhas tried before

Think big, think Times Square

Involve advertisers with fresh new integrated content

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SHOW:

TOP SHOT TIMES SQUARE :60

INTEGRATION MONTAGE 2:00 (AX MEN / VERIZON & CAVEMAN GEICO)

_________TRT 3:00

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MAKING AN “OLD” HISTORY TOPIC YOUNG AGAIN

WWII IN HD

Marketing Challenge: Bring in Outer Core viewers, who skew younger (WWII is

expected black-and-white subject; traditionally appealed to Core viewers, who are older)

Creative Solution: Focus on new excitement of WWII in color Capitalize on huge popularity of WWII video game with

younger male audience

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MAKING AN “OLD” HISTORY TOPIC YOUNG AGAIN

WWII IN HD

Results: Ratings Success: Top original cable program on its

debut night, with 2.6 million viewers. Over the course of 10-hour event, 24.1 million viewers watched some portion of the program

Creative Success: 10 Promax Finalists! (integrated campaign, radio, out-of-home, phone

apps, home page take over, etc.)

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SHOW WW2 MONTAGE

B&W .30Select from X Box .30Critic Spot .30NY Life .30 TRT 2:00

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AMERICA: THE STORY OF US

Premiere night was highest-rated and most watched show in network’s history

5.7 million viewers

#1 cable program in its time slot

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SHOW CASE HISTORY AMERICA

TRT 8:00

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HISTORY BRAND 2.0

Up the ante for marketing story-telling!

Programming creates The Story - - Marketing creates the story about The Story…

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SHOW FACTORY SPOTTRT :60