CONFIDENTIAL 1

Grouper 3.0 - Programming Playbook

Presented by:Tony Liano, VP Programming

CONFIDENTIAL 2

Case Study: Film Festivals

• Context is KingSundance, Spike & Mike and MOMA are built on a context and distinct point-of-view. Films are submitted to and accepted within the context of a festival’s values (indie, originality, budget)

• Fame is the Focus for CreatorsFest atmosphere dominated by film competition. Valuation of award depends on festival’s tastemaker credibility.

• Passion Centers for ViewersCompetition is always balanced with non-competitive programs, retrospectives and other programming.

CONFIDENTIAL 3

Grouper Channels are Similar

• Function Like Film FestivalsTalented unknowns contribute their works in the hopes of material career development and/or new audiences.

• Built on a Contextual FocusCreators will submit a video based on a channel theme (Spoofs), category (Action Sports) or a value (Bad Acting)

• Fame is the GameChannel’s perceived value to creators is based on tastemaker credibility and/or distribution power.

• Passion Center for Users & CreatorsUsers can screen all submissions as well as participate through ranking, creating playlists and uploading video.

CONFIDENTIAL 4

Premium Channels

“The Best Content That’s Not on Television”Exploit the Internet to seize a new programming

opportunity unavailable to broadcast television Powered by an evolution of UGV using “pyramids”.

Channels are Branded w/ strong POVWTF (What the F*ck?) – Edgy, sketch comedy pyramid produced by “Real World Ikea” guys.Sound Check – Video magazine covering

independent bands. Present. Raw. Indie. The anti-VH1.

CONFIDENTIAL 5

Grouper 3.0 Premium Channels

Sketches & Spoofs The Internet is awash with spoofs. Spoof Central will be the premier destination.

SoundCheck Video magazine covering on independent music. Band focus.

WTF WTF is the sketch comedy the SNL guys really want to do, but can't on network TV

Sexy @ … Sexy skills. No skin. Highest traffic channel on Grouper today.

Rescue Me Scripted-reality programming supplement to SPT property.

The Line-Up From Nationally touring comics to amateur Christopher Walken impersonations.

Animation Short-form, edgy animation.

CONFIDENTIAL 6

Basic Channels

“Contextualized User-Generated Video”Harness UGV and third-party licensed content into channels built around genres of entertainment.Differentiation is editorial voice, multi-platform distribution and fame pathway (depend on channel)

Channels are Genre, Category-basedAction Sports - Snowboarding, skate, surfingCitizen Journalism - News, opinions, reflectionsTravel - Travel stories, insights and guides

CONFIDENTIAL 7

Pyramids: Our Silver Bullet

• Bridging Gap between Indie & ProIgnite freedom of online entertainmentProvide a basic creative thrust and continuity between diverse artistsBest-of-breed editorial married with virality of UGV

• Contextual, Dynamic• Nobody is better equipped to

win this opportunity than Sony + Grouper

WeeklyEpisode

Featured

All Contributions

CONFIDENTIAL 8

Spin supplies clips (video camera at cover photo shoot)

Example: “Sound Check”

• ‘Behind the band’ style content• Fame Partner = Spin Magazine (example)

WeeklyEpisode

Featured

All Contributions

Produced episodic co-branded with Spin

Editorial featuring is owned and managed

Grouper produced clips (NoisePop,etc)

Third party produced clips (GB, Rehab, etc..)

Licensed content (Lolla Lives, SXSW-TV, etc.)Promotional stuff from labels (Merge records, etc..)

UGV (Garage band from Milwaukee uploads)

by Tastemaker partner Spin

CONFIDENTIAL 9

Programming Vision

• Lead the RevolutionUGV is a movement; Biz opportunity is to build platform for committed independent producers.

• Pyramids are the Heart of Differentiation• Institutionalize Fame Beachheads on Net

Like SNL is to “sketch comedy” on television• Feature and produce innovative, viral

programming targeting 18-34 year oldsLeverage Grouper knowledge base of what worksEditorial team and channel partners surface the best

CONFIDENTIAL 10

Making it Happen

• Aggressive Creator OutreachWeekly outreach to 50-100 content leads per week

• “Incubate” Production with 3rd PartiesInvest in DIY producers w/ high potential

• Stock Channels with Licensed ContentTargeted outreach for PremiumLibraries and non-exclusive deals for Basic

• Editorial Strategy = “Lead with our Best” Spotlight the hot, new, best, and exclusive videos.

CONFIDENTIAL 11

Top Line

• Premium Channels are the big bet.• Basic Channels fuel Premium Growth• Grouper 3.0 Launch: 7 Premium, 10 Basic

15 Premium & 15 Basic Channels by Dec 07• Content Focus

Premium: Comedy, music, sexy, politics (+ others)Basic: Entertainment oriented areas of UGV