Mobile TV Goes Hollywood: Opportunities for Broadcasters. Doug Rasor Vice President Manager Worldwide Strategic Marketing

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1 Mobile TV Goes Hollywood: Opportunities for Broadcasters Doug Rasor Vice President Manager Worldwide Strategic Marketing

2 Wireless and Consumer Electronics Converge Creating Huge Opportunity Unconnected CE Devices Connected Wireless Bluetooth Cellular UWB Wi-Fi Digital TV Digital camcorders Digital still cameras Internet audio players Digital juke boxes And more Many new connected devices requiring content

3 Extending Entertainment: Your Living Room in Your Phone Display CIF, VGA Up to D1 Camera 4 megapixel Up to 6 megapixel TV TV output Digital TV reception Audio Dolby audio and 3D audio effects Video VGA video Up to DVD quality Games 3D interactive Game-console quality soon

4 Digital TV and Video Come to Wireless 300 Worldwide Mobile Video and TV Users Millions of Users Source: ARC Group On Handsets Today Broadcast analog TV Store and play TV Digital TV over cellular network Broadcast digital TV trials Content protection digital rights management PVR or DVR capable phones coming soon

5 Mobile DTV Provides a New Opportunity for Broadcasters Traditional TV Broadcast Audience is stationary, advertising revenues Internet Content and Clips Reach broader audience, advertising revenues increase Mobile Content Untapped markets, reach a broader audience throughout the day, advertising revenues increase plus additional opportunities for revenue

6 Technology Delivers Live Digital TV on Cell Phones Live Broadcast, Digital TV Users will enjoy digital TV in real-time not slower streamed video Local and nationwide channels TI Brings Hollywood to Your Cell Phone with Single-chip High-Quality TV Same quality as traditional TV services frames per second Optimal viewing even in your car at 70MPH Open TV Open standards ensure rapid market growth 100% available spectrum available in U.S. that does not occupy analog TV spectrum Unlimited range of TV content

7 Geographic View of Mobile DTV Worldwide Advantages for DVB-H DVB-H Qualcomm MediaFLO DVB-H DMB DVB-H DMB or DTV-M DVB-H DMB ISDB-T DVB-H North America Market Timing (DVB-H) Clear, nationwide spectrum available today, no waiting for analog channels to become available Crown Castle Network trial in Pittsburgh Network testing of prototype phones - mid 2005 Trial phones launch Volume phones launch - 1H 2007 Europe Market Timing (DVB-H) Trials in Europe Germany, France, UK, Finland, Sweden Network testing of prototype phones - mid 2005 Trial phones launch - late 2005, early 2006 Volume phones launch - end of 2006, early 2007

8 Value Chain for DVB-H Content Generator Content Packager Service Definition Broadcast Operator End User Device Disney ESPN CNN etc. Cellular operator Local content 3rd Party Operator Broadcast operator Content generator Cable/ Satellite Content packager Content generator 3rd Party Content packager Content generator Handsets from OEMs Software Hardware from semiconductor suppliers Cellular Service Operator (Optional) Cellular Network Operator (Optional)

9 Value Chain for DVB-H Revenue is not just from content Content Generator Content Packager Service Definition Broadcast Operator End User Device $ + $ + $ + $ + $ Revenue generation for broadcasters Subscription Interactive TV Portal traffic Advertising and promotion Potential exclusive content Branded end user devices Premium content

10 Mobile Users Can Now Vote For Their Favorite American Idol 2004 The Generics Group AG

11 DVB-H Vs. Terrestrial Broadcast Similar to Broadcast? Almost Not Quite Mobile digital TV shares many positive traits with broadcast TV, yet offers an untapped market... Description Terrestrial Broadcast Mobile Broadcast National Coverage Yes Yes Subscriber Base 200+ million HH 170+ million subscribers Monthly Service Plan No Yes Conditional Access No Yes Quality Viewing Experience Yes Yes Program Line-up 100 s of channels 10 s of channels initially Location Home / Plugged-in On-the-Go / Mobile Viewing Behavior (length) Long-form (hours) Short-form (minutes) Screen Size HD / Any Typically less than 6 in. Battery Life No requirement 4+ hours of TV time per battery charge

12 Crown Castle Mobile Media Service 8 Video Networks, 12 Audio Channels and Media Delivery Service Crown Castle will offer a fixed programming tier targeting high-growth user categories. The media delivery service will differentiate service offerings for various audiences by creating custom user environments based on preference (ie, Hip-Hop Music Alerts versus Stock Market Alerts etc.) Possible Programming Examples Media Delivery Service WMTV Custom Alerts Video 1 Variety Video 2 Variety Video 3 News Video 4 News Video Carousel Special Events Audio 1 News Audio 2 Sports Audio 3 Business Audio 4 C&W Audio 5 Classical Audio 6 Jazz Clips / Highlights Movie Trailers Music Releases A la carte programs Games Video 5 Sports Video 6 Music Video 7 Cartoon Video 8 Entertainment Ring-tones Screensavers Other Audio 7 Hip-Hop Audio 8 R&B Audio 9 Rock Audio 10 Alternative Audio 11 Metal Audio 12 Comedy

13 Building on Leadership in Wireless and Consumer Electronics Wireless Leader Consumer Electronics Leader More than 16 years of wireless experience DLP technology Support for all wireless standards DVD technology Broad wireless technology portfolio Digital camera technology and more TI expertise converges to deliver broad array of connected entertainment devices

14 Support for DVB-H Delivers Additional Revenue Streams and Business Models How can you leverage today s business into a huge untapped market? How far up in the value chain do you want to play? How do we work together with current industry leaders?

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