The Power of NTV: Truth in Numbers

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Kelley Davidson
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1 The Power of NTV: Truth in Numbers 3

2 Creativity During the year ended March 31, 2009, NTV was the only improve its household viewer ratings in all time periods. rating in the non-prime time period. Viewer Ratings by Viewing Time Period Years Ended March 31 All Day (6:00 24:00) Change NTV Company A Company B Company C Company D Golden Time (19:00 22:00) Change NTV Company A Company B Company C Company D Prime Time (19:00 23:00) Change NTV Company A Company B Company C Company D Non-Prime Time (6:00 19:00, 23:00 24:00) Change NTV Company A Company B Company C Company D NTV Programs with the Top 10 Household Viewer Ratings in the Year Ended March 31, Program Genre 24-Hour Television 31st: Love Saves the Earth Part Professional Baseball Championship: Yomiuri Giants vs. Seibu Lions, Game 7 Charity Sports 3 Beijing Olympics Sports th Hakone Ekiden Return Leg, Part 2 Sports Broadcast Broadcast Viewer Date Start Rating Aug. 31, 19: (Sun.) (114 min.) Nov. 9, 18: (Sun.) (212 min.) Aug. 17, 08: (Sun.) (210 min.) Jan. 3, 07: (Sat.) (388 min.) 85th Hakone Ekiden Sports Jan. 2, 07:50 Outward Leg, Part (Fri.) (375 min.) 6 GOKUSEN Drama LINE-UP LAW OFFICE Presents Pictures to Build Schools Variety in Cambodia 8 Apr. 19, 21: (Sat.) (84 min.) May 11, 21: (Sun.) (84 min.) 24-Hour Television Drama Special: Aug. 30, 21:28 Drama Myu no Ashi, Anyo, Papa ni Ageru 2008 (Sat.) (120 min.) 9 SHOTEN Variety 10 OSHAREISM Family Special Variety Feb. 8, 17: (Sun.) (30 min.) Jul. 6, 22: (Sun.) (60 min.) 30.2% 28.2% 28.1% 27.5% 26.5% 26.4% 26.4% 25.6% 23.7% 20.8% 4

key commercial station to either maintain

3 key commercial station to either maintain or In particular, we earned the No. 1 viewer 24-Hour Television 31st: Love Saves the Earth Part 10 85th Hakone Ekiden Outward Leg, Part 2 Sports LINE-UP LAW OFFICE Presents 100 Pictures to Build Schools in Cambodia 5

4 PROFILE Production Prowess Rather than simply broadcasting programs that share of its own content. As much as 92.6% of our overall Zoom In!! SUPER Morning television with such a large national viewership that it is no exaggeration to say that morning in Japan = Zoom In!! SUPER. In its 31st year, the program continues to evolve by delivering compact news, useful lifestyle tips and in-depth entertainment information. 6

5 others have created, NTV plans and produces the lion s timetable is filled with in-house content. 7

6 PROFILE billion 03/ billion 03/ billion 03/ billion 03/2009 8

7 Efficiency NTV strives to produce content efficiency. In the fiscal year ending March 31, 2010, we plan to reduce annual program production costs to 98.0 billion, or by 12.7%. * All figures are on a non-consolidated management accounting basis billion 03 / 2010 (Plan) 9

8 Content Extension We are leveraging our programming content to streams in non-broadcasting businesses. in the film business in the year ended UP15.2% Film Business Revenues Years Ended March 31 Box Office Revenues of the Top 10 Japanese Films in 2008 (Announced January 2009) (Billions of yen) % Rank Screening Title Gross Box Office Revenues (Billions of yen) 1 July Ponyo on the Cliff by the Sea* June Boys over Flowers: Final October Dedication of a Suspect Named X July POCKET MONSTERS: Diamond and Pearl: Bouquet Shiemi of Girateina and Empty Ice 5 May Team Member Desperation! km Tokyo Big Marathon August 20th Century Boys Chapter 1 * June The Magic Hour March DORAEMON Movie: Nobita and the Green Giant Story 9 December 2007 A Tale of Mari and Three Puppies* February L change the WorLd* 3.1 * Films in which NTV was the head organizer or an investor (Source: Motion Picture Producers Association of Japan) 10

generate stronger revenue This content extension was particularly effective March 31, 2009, with revenue surging 15.2%.

Egashira, Yuko Matsuda Director: Toya Sato (NTV) 20th Century Boys Chapter 3 (Released on August 29th in Toho-affiliated theaters) Author: Naoki Urasawa Screenwriters: Takashi Nagasaki, Naoki Urasawa

Hot-blooded teacher Kumiko Yankumi Yamaguchi confronts a drug trafficking organization on behalf of her students. This film is the last time we will see Yukie Nakama in her red jersey.

Toshiaki Karasawa plays Kenji, the main character, who stands up against Tomodachi and his plan to destroy the human race.

9 generate stronger revenue This content extension was particularly effective March 31, 2009, with revenue surging 15.2%. Lineup of Scheduled Box Office Openings in the Year Ending March 31, 2010 GOKUSEN THE MOVIE (Released on July 11th in Toho-affiliated theaters) Author: Kozueko Morimoto Screenwriters: Michiru Egashira, Yuko Matsuda Director: Toya Sato (NTV) 20th Century Boys Chapter 3 (Released on August 29th in Toho-affiliated theaters) Author: Naoki Urasawa Screenwriters: Takashi Nagasaki, Naoki Urasawa Director: Yukihiko Tsutsumi Film version of the popular TV drama series GOKUSEN which has enjoyed three successful seasons. Hot-blooded teacher Kumiko Yankumi Yamaguchi confronts a drug trafficking organization on behalf of her students. This film is the last time we will see Yukie Nakama in her red jersey. Third and final chapter of the live action film series version of the popular comic that has sold over 25 million copies. Toshiaki Karasawa plays Kenji, the main character, who stands up against Tomodachi and his plan to destroy the human race. The last ten minutes, which was cut from preview showings, is a particularly hot topic. Nakumon Ka (November 14th release in Toho-affiliated theaters) Screenwriter: Kankuro Kudo Director: Nobuo Mizuda (NTV) The Tale of Ululu s Wonderful Forest (December 19th release in Toho-affiliated theaters) Screenwriter: Tomoko Yoshida Director: Makoto Naganuma (NTV) Stars Sadao Abe. The second film from the Kudo/Mizuda/ Abe team, who brought you Maiko Haaaan!!! This heartwarming, high-tension comedy is about a popular comedian who loses contact with his good-natured and trustworthy older brother, the manager of the Ham-Katsuya restaurant. Staff from A Tale of Mari and Three Puppies came together to create this tale of family renewal centered on Ululu, a baby wolf and the soulful communion and growth of his older brother and younger sister. Told from both a human and natural perspective, the story is full of ecological messages. 11

10 PROFILE Novelty NTV streams content on the Internet via its portal site NTV2. As of March 31, 2009, NTV2 had 1.26 million unique users, making it the far-and-away leader among streaming Internet sites operated by TV stations. 12

Unique Users of TV Station's Streaming Internet Sites (Thousands of users) NTV2 Company A Company B Company C 1,400 1,260 1,200 1,000 904 Company D 800 600 410 400 258 200 0 200 2009 January 2009

11 Unique Users of TV Station's Streaming Internet Sites (Thousands of users) NTV2 Company A Company B Company C 1,400 1,260 1,200 1, Company D January 2009 February 2009 March (Source: Based on Nielsen Online ratings, as presented by NetRatings Japan Inc.) Note: Unique users are the number of individuals who access a site during a certain period. A person who accesses the site multiple times is counted as one unique user. s r e us 13

Syndication April 2006

Syndication April 2006 1 Syndication 2006 April 2006 Syndicated Network Television Association 2 Syndication 2006 Strong Growth Clutter Advantage Improving Brand ROI Year-long Consistency Delivering Younger Viewers 3 Syndication