Nicole’s CapricePresented by: 5049 Entertainment

1 August 2007

Agenda

Current Landscape

Pilot Concept

Marketing Strategy

Promotions / Website Design

Financial Plan

Summary

2.5

2.9

3.6

2.4 4.7

4.4

4.0

3.4

0 1 2 3 4 5

M18-49 RTG W18-49 RTG

ABC

FOX

CBS

NBC

Networks Love FemalesPrimetime Viewing Trends09/18/06 - 05/23/07

Source: Nielsen Ratings (September 2006 – May 2007)

W 35-49

M 35-49

W 18-49

M 18-49

W 18-34

M 18-34

28

32

36

40

44

2002-03 2003-04 2004-05 2005-06 2006-07

(%)W 35-49

M 35-49

W 18-49

M 18-49

W 18-34

M 18-34

Females vs. Males HUTsPrimetime Viewing Trends09/18/06 - 05/23/07

Source: Nielsen Ratings (September 2006 – May 2007)

Jun-2006 Jun-2007 % Change Jun-2006 Jun-2007 % Change

Total Female: 18-49 49,071 55,185 12 84.1 87.4 3.9Total Female: 18-34 22,658 25,976 15 84.7 87.3 3.1

Total Unique Visitors (000) Average Minutes per Usage Day

Women and Digital Growth

• More females are visiting NBC.com and becoming more engaged with online content

Source: MyMetrix - % Change Media Trend Report (June 2006 vs. June 2007)

NBC Gets YoungerAll Programs, Season-to-DatePrimetime Avgs 05-06 vs 06-07

NBC 1.7 Years Younger

CBS 0.1 Years Older

ABC 0.3 Years Older

FOX 0.9 Years Older

07-08 DevelopmentCommitment to Quality

Critical Acclaim

Grow Younger Viewers

Upscale Audience

TV 360 from inception

Continue Momentum

Opportunity for NBC Pilot

Female-skewing content• NBC currently skews female• Look to shift ABC female viewers

over to NBC • Capitalize on female users on

NBC.com through 360 Strategy

Go younger• Continue momentum• Success with digital• Desirable demographic for

advertisers

Agenda

Current Landscape

Pilot Concept

Marketing Strategy

Promotions / Website Design

Financial Plan

Summary

Pilot ConceptCAPRICE:

1. An inclination to change one’s mind impulsively

2.A sudden, unpredictable action, change, or series of actions or changes

3. A High end community living apartment in Dupont Circle,

Washington DC

NICOLEMary Elizabeth

Winstead

SANDRAAlexa Havins

KIMLindsay Korman

DEVIN Dylan Fergus

CHIP

Justin Hartley

THE CAPRICE

Struggles with a new life

Starting Over

Secrets revealed

Transitions

New Relationships

Office politics

Agenda

Current Landscape

Pilot Concept

Marketing Strategy

Promotions / Website Design

Financial Plan

Summary

Marketing Overview

• Our Target Audience– Women 18-49

– Emphasis on Women 18-34

– Execute advertising strategy through multiple outlets

• TV

• Print

• Online

• Promotions

Time Slot

- Wednesdays at 10 pm (September 26 launch)

- Bionic Woman will garner large lead-in audience

- Potential for Private Practice audience to cross over to NBC

- Nicole’s Caprice will attract more females than CSI New York

- Tone varies greatly from Dirty Sexy Money

BACK TO YOU (9/19) TIL DEATH (9/19)

LOCAL PROGRAMMING

PUSHING DAISIES

DEAL OR NO DEAL (9/19)

PRIVATE PRACTICE

WEDNESDAY

NICOLE'S CAPRICE (9/26)

CRIMINAL MINDS (9/26)

AMERICA'S NEXT TOP MODEL GOSSIP GIRL

CSI NEW YORK (9/26)KID NATION (9/19)

DIRTY SEXY MONEY

BONES (9/19) LOCAL PROGRAMMING

BIONIC WOMAN (9/26)

8:00 8:30 9:00 9:30 10:00 10:30

The Bionic Factor

• Allow Bionic to do much of the heavy lifting

• Tag Bionic ads with Nicole’s Caprice –

“Two women to watch”

• Target our advertising campaign specifically on Women 18 – 49 (emphasis on W18 – 34)

TV Campaign• NBC Properties

• External Media

----------------------------------------------------------------------------------

TV Campaign

• Pre-Show media blitz to expose talent

Print Campaign“Penetration for 18 – 24 year olds is 92% and

unchanged from 5 years ago”

- Advertising Age

• National

-----------------------------------------------------------------------------------------

• Local

-----------------------------------------------------------------------------------------

• Entertainment

-----------------------------------------------------------------------------------------

• Female Lifestyle

- Adults 18 – 49 (61%) - #1 newspaper in U.S.

- 71% women

- Adults 18 – 34 (61%)

- 65% women

- $186K mean income

- Highest circulation for Women 18 - 34

Print Campaign

Online CampaignSocial Networking sites: enriched profiles, banners

-

Online Campaign

• Heavy banner presence

NICOLE’S CAPRICE

Wednesday’s 10:00/9:00C

Online Campaign

• iVillage component – Online round table discussion of show’s broader themes and issues

• Partnership with Yahoo! Games will sponsor variety of Nicole’s Caprice related games in exchange for exclusive pre-screening of pilot episode

Agenda

Current Landscape

Pilot Concept

Marketing Strategy

Promotions / Website Design

Financial Plan

Summary

Promotion Schedule

Date Location6 weeks prior UCLA5 weeks prior Univ.

Wisconsin Madison

4 weeks prior Univ.

Miami3 week prior Georgeto

wn

Promotion Strategy

Georgetown University

This Saturday meet Alexa Havins, Sandra, from Nicole’s Caprice and the rest of the cast

• 5pm

• Student Center

• Get there early

Visit www.nbc.com/NicolesCarprice

Flyers

Promotion Strategy

Love1350 Okie St. N.E.

(Off of New York Avenue)

Love1350 Okie St. N.E.

(Off of New York Avenue)

• Evening at Love nightclub

• VIP guests

• Two weeks before premier

• Washington , DC location

• 1.41 million visitors per month

• 16.2 million page views per month

• 566,411 total active members

• 11,300 venues posted

Promotion Strategy

New York’s Webster Hall Night Club will host the premier party for the first episode. 30 minutes before air, the cast will enter from both

sides of the large screen where they will congregate on the main floor to be introduced, then be escorted to the VIP area. The first

episode will air on the large screen shown above.

Nicole’s Caprice 360

• Show airs Wednesday at 10/9c• Online interaction includes:

– After show special– NBC Rewind: Episode Streaming– Deleted scenes

• Wireless interaction includes:– Text questions for after show special– Ring tone deal– V-Cast

• Podcasts/Show downloads available on iTunes

Online Sync-to-go

Wireless

TV

Agenda

Current Landscape

Pilot Concept

Marketing Strategy

Promotions / Website Design

Financial Plan

Summary

Nicole’s Brands• Advertisers are a great match for

Nicole’s Caprice and Women 18-49

Beauty Maybelline, L’Oreal, Chanel

Retail Macy’s, Gap, Crate & Barrel, Ikea

Auto GM, Ford, Chrysler

Wireless Verizon, Sprint, T-Mobile

Beverages Coca-Cola, Smart Water, Starbucks

Fin. Services

Chase, Citibank, Visa, MasterCard

Electronics Apple, Best Buy, Circuit City

Nicole’s Caprice 360 and IKEA

Nicole & Sandra’s apartment is outfitted

with IKEA furniture

- Strong IKEA branded integration

throughout season

Online after show will be produced in Nicole & Sandra’s

apartment– Users who text

questions to show will receive Thank You text plus discount coupon on next purchase at

IKEA

Users go online to check out the room design and can click on different furniture pieces that will link

to IKEA.com

On-Air / Branded Entertainment Online Mobile

THANK YOU

Financial Plan SummaryPilot Episode $1,890,085

Pattern Budget $1,260,057

Number of Episodes 13

Total Pattern Budget $16,380,737

Total Pilot Season Costs

$18,270,822

Site Production (Design, Build, 360 elements) $231,000

Marketing / Promotions $2,200,000

Total Estimated Costs $22,591,907

On-Air Revenues $21,942,900

Online Revenues $1,170,000

Total Estimated Revenues

$23,112,900

PROFIT / (LOSS) $520,993

Agenda

Current Landscape

Pilot Concept

Marketing Strategy

Promotions / Website Design

Financial Plan

Summary

Why Nicole’s Caprice makes sense

360 strategy will bolster Women 18-34

Appeals to Women 18-49

Profitable show due to attractive demographic

Aggressive targeted marketing strategy

Wed at 10pm increases female viewing

THANK YOU!

• Nancy Gallagher• Kerry Billings• Alexandra

Kenney• Casey O’Malley• Amalia Munteanu• Anna Kavaliunas• Chris Williams• Michael Brown• Richard Rosario• Kristen Hacket

• Bill Hartnett• Chris Meador• Brian Dixon• Tony Rice• David McClain• Bob Lukowski• Rob Byrnes• Allison Campbell• Jean Jones• Jackie Morano