ANIMAX SVOD - UK

DRAFT - CONFIDENTIAL

DRAFT - CONFIDENTIAL

ANIMAX DNA

POSITIONING:ANIMAX is the destination for the ultimate anime experience

ATTRIBUTES:... Loud... Colourful... Unconventional... Authentic... Cheeky

ANIMAX is a digital platform for the best in anime

DRAFT - CONFIDENTIAL

ANIMAX Target Audience

Primary: 18 - 29 years, Secondary: 15 - 45 years

ANIMAX VIEWERS

• Early adopters with relatively high discretionary income• Pop culture fanatics in search of what’s new…now• Multi-tasking consumers of cross-platform content • Aware of global trends and engaged in global issues • They want to watch TV on-line and on their mobile phones• They’re gamers and they own either a Play station or X-Box

Real time, multi-media consumption lies at the core of our viewers’ lifestyle.

DRAFT - CONFIDENTIAL

What you get with ANIMAX

ANIMAX features hit anime series, movies and exclusive materialsuch as behind-the-scenes interviews and music footage.

ANIMAX provides….

• Unlimited access to content• Subscription = ad free• Available on IOS, Android, and PS3 from launch, other connected devices in

phase 2• Simulcast – latest shows from Japan

ANIMAX strives to offer its devoted fan base dedicated content tailored to a dedicated platform. World-class production values and first look, high-profile titles.

Anytime. Anywhere. On Any Device.

+ +

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ANIMAX Program Strategy

ANIMAX aims to bring the whole world of anime to a much wider publicwith programming that includes:

• Box Sets – a catalog of complete full seasons• Movies (the competition doesn’t offer movies on their service)• Simulcast series from Japan• First they’ll air on anime-on-demand• Once we have the ANIMAX service they’ll air for 2 weeks in a free window and then move to

the pay window• ANIMAX Music concert (from Japan and Taiwan) • Anime Song Grand Prix (similar to Idol)• Studio Musix’s – each month follow a local artist• Behind the scenes interviews with anime creators (footage provided by ANIMAX Japan)

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ANIMAX - Simulcast Highlights8-12 new titles every season available day and date with Japanese broadcast

Autumn simulcast titles highlights:

K Project (12 eps)There’s a ton of buzz on the internet as the storyline is shrouded in mystery around this brand-new original anime that will begin airing in October.

Psycho-Pass (24 eps)In the not-too-distant future, a special team of law enforcement officers enact justice based an persons state of mind.

Robotics;Notes (24 eps)Set in a world in the use of Augmented Reality technology is increasing, a group of AR fanatics unearth a sinister conspiracy that could shake the world’s foundations.

Jormungand (12 eps)An arms dealer and her young ward travel the world selling weapons while seeking vengeance for those that have wronged them.

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ANIMAX - Box Set Highlights

Death Note (37 eps at launch)• When a teenage boy unearths a mysterious notebook, he finds that it possess special powers that allows

him to kill anyone he chooses. • Manga has sold over 26 million copies in Japan.• As well as the anime and manga, the franchise has been expanded as a live action film series and video

game.

Vampire Knight (13 eps at launch)• When Yuki was a little girl she was attacked by one vampire but saved by another. A decade later, she

becomes guardian of the vampire race. • The Vampire Knight manga continues to be published in Japan.• Like Death Note, the franchise has been expanded as a video game and radio serial.

Exclusive to ANIMAX!

DRAFT - CONFIDENTIAL

ANIMAX - Box Set Highlights

Bleach (366 eps)• Possessing the power to see ghosts, a teenage boy and his friends use their gifts to solves mysteries

involving the spirit world. • Volumes of the manga have sold more than 72 million copies in Japan, and is one of the most sold

mangas in the United States. • The anime adaptation has been similarly received; it was rated as the fourth most popular anime

television series in Japan in 2006 and held a position amongst the top ten anime in the United States from 2006 to 2008.

• In 2011, Bleach was ranked 8th for top selling manga in Japan.

Honey and Clover (26 eps at launch) (EXCLUSIVE TO ANIMAX)• The story of three college students and their hilarious adventures.• A manga, live-action film, the series and video game make this a popular series among fans.

From Vampires to Samurai’s all the favourite and top genres are covered with over

Over 20 complete Box Sets at launch.

DRAFT - CONFIDENTIAL

ANIMAX Customer Proposition Summary

SimulcastCatalogue box setsMoviesExclusive behind the scenes/interviewsAnimax Music

Original language audioEnglish SubtitlingEnglish dubbing (boxsets)

No adverts

£5.99 per month14 day free trial

Simulcast (2 week window)

Original language audioEnglish Subtitling

Pre and mid roll adverts

No cost

Video Selection

Language

Video quality

Adverts

Costs

Devices

SD and HD SD only

Phase 1 - PC, iOS, Android, PS3/PS VitaPhase 2 – other connected devices

AD SUPPORTEDPREMIUM

Phase 1 - PC, iOS, Android, PS3/PS VitaPhase 2 – other connected devices

ANIMAX Launch Promotional Road Map

JAN FEB

ANIMAX VOD service launches on iOS and Android

Playstation newsletter to 4.5 mil subscribers to announce Animax launch and push the 14 Days Free offer.

Begin Google Adwords and Facebook Ad Campaign directing traffic to ANIMAX and pushing a 14 Days Free offer.

B2B trade release to announce launch of channel

Presence at conventions and film festivals (see next slide)

Start working with consumer trade-cheap ads or barter in anime mags about 14 Days Free offer.

ANIMAX block begins on SPT UK Channel

ANIMAX VOD service launches on PC and PS3

DRAFT - CONFIDENTIAL

ANIMAX Promotional Ideas for After Launch

PLAYSTATION• Quarterly newsletter and ads on playstation.com• UI promotional areas – what’s new when you turn on PlayStation

VIZ Media/Content partners• DVD sleeves and inserts for all VIZ Media and other content partner titles (incl Funimation, Manga, MVM)

SONY Home Entertainment• ANIMAX logo is already on anime DVD’s – raise profile- promote 14 Days Free offer.

SOCIAL• eBlast/highlights to fans and anime press• Website banners promoting 14 Days Free offer.• Social (Facebook/Twitter/blogs) – articles on world of anime and our series

Facebook+Twitter/ANIMAX All Access Giveaway/ VIRAL - Promo Seeding • Referral-based. The user that introduces the most friends to the service will win a special, unlimited pass

to the service. Three month initiative. Syndicate trailers for programming highlights on YouTube, Facebook, Twitter. Offer to Anime Fansites

DRAFT - CONFIDENTIAL

DRAFT - CONFIDENTIAL

• London MCM Expo• Happens twice a year in April and October. • Biggest Anime event in UK at the ExCeL

Convention Centre, Royal Victoria Dock (Attendees: 125,000)

• Shared booth space with VIZ and SONY Playstation

• Alcon• September 6-9, 2012 • De Montfort University Leicester, UK

• J-Con• September 14-15, 2012 The Riverside Centre• Derby, UK (Attendees: 1000)

• The Entertainment Media Show• September 29-30, 2012 Olympia Grand Hall• London, UK (Attendees: 25,000)

• Scotland Loves Animation • Glasgow: 12-14 • October/Edinburgh: 19-21 October

ANIMAX Event ParticipationAnime fans love events and the UK has plenty of them. These are targeted to our consumers and a cost effective way to reach our audience

• Eirtakon• November 9-11, 2012 The Helix• Dublin, Ireland (Attendees: 1,550)

• Hyper Japan Christmas• November 23-25, 2012 Earls Court• London, UK (Attendees: 25,000)

• Midlands Anime and Manga Fan Event• December 8, 2012 Burton Town Hall• Burton-on-Trent, Staffordshire, UK

• We Love Animation • Glasgow/Edinburgh/Leeds/Cardiff/Dublin/Belfast

(Attendees >10,000)• SunnyCon

• March 23-24, 2013 Seaburn Centre• Sunderland, UK (Attendees: 900)

Year One we’ll be trying to get new users at all events to sign up for our

14 Days Free offer.