Updated as of Jan 2011 (v1)

Contents

1. The Trend of Media Market2. MTR Basic Facts3. Media Comparison4. MTR Digital Products Evolution5. Product Highlights6. Instant News7. The Real Outdoor TV Panel Capture more eyeball in outdoor environment8. Coverage of Mega 103 TV Network, Concourse LCD TV , Trackside 103”

Plasma TV9. Location Map of Central & Admiralty Trackside 103 ” Plasma TV10. Mega TV Zone11. Mega TV Zone Entitlements12. Location of Mega TV Zone13. Sales Entitlement14. Client Credentials15. Comparison16. Appendix – About JCDecaux Group17. Contact Us

The Trend of Media Market

Source: admanGORemarks: • 1) Print includes Newspaper and Magazines 2) TV includes Terrestrial TV and Pay TV 3) Outdoor includes MTR, Airport, Bus Body (since 2008), Bus

Shelter, First Vision, Focus Media, MTR (KCRC), In-Store Promotion, Newsline Express, RoadShow, Tram Body, Tram Shelter, Video Wall & Billboard.

+ 94%

- 7.5%- 15.6%

% Change in Adspend between 2003-2009

MTR Basic Facts

Reach 3,352,0003,352,000 unique MTR passengers on a weekweek lyly basis

Source: Nielsen Media Index (Jan 2010 - Dec 2010)

MTR Basic Facts

Media Comparison

Anchored by contents

Very cluttered & open

Captive Environment

Restricted by production constraints

Restricted by physical limitation

Choice of formats, more creative flexibility

Creative Flexibility

Only on date of publication

To all road users & pedestrians

To all MTR passengers

Visibility

MAJOR DAILYMAJOR DAILYBUSBUSMTRMTR

MTR Digital Products Evolution

Sept 2010Oct 06Dec 03Jun 03

HD Quality

Product Highlights

EExcellentxcellent Image Quality – High Definition (HD) capability provides flawless visual image for advertiser

PPowerfulowerful Visual Impact – Giant screen size capture more eyeballs

MMassass Coverage – 3 new stations & extra 5 trackside panels are added to reach more passengers

UUpgradedpgraded Panels in Concourse – All new LCD panels in concourse area

EEnhancednhanced Feature – Scrolling instant news to enhance the attractiveness

NNewew media format – Mega TV Zone in 5 key stations

Instant News

Headline news of local, international, finance, spo rt & entertainment are broadcasted instantly to catch the attention of audience

Mock up visual for illustration only

The Real Outdoor TV Panel

Capture more eyeball in outdoor environment

Mega 103Mega 103”” TV NetworkTV Network

Mock up photo for illustration only

Coverage of Mega 103 TV Network

105 Trackside Plasma TV in 26 prime of MTR stations51 Concourse LCD TV in 48 key entrances of MTR stations

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Optimal coverage to MTR stations

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Coverage of Concourse LCD TV

51 NEW units of 42”or 52” HD LCD TVs are located in 48 MTR stations

Coverage of Trackside 103” Plasma TV

105 units of 103” Plasma TVs located on 43 highest traffic tracks in 26 key MTR stations

(in average 2 – 3 units on each track)

New coverage

5

6

Additional Panels

2

2

2

Central Trackside 103” Plasma TVLocation of Trackside Plasma TVs

Track to Admiralty (Island Line)

Traffic from

HK

Station

Traffic from

(Entra

nce A,B

,C,D

)

Traffic from

(Entrance F

,H)

Positioned at the

Prime Locations

Track to Tsim Sha Tsui (Tsuen Wan Line)

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Positioned at the

Prime Locations

Capture

High Interchange Traffic

Admiralty Trackside 103” Plasma TVLocation of Trackside Plasma TVs

MEGA TV Zone

Mock up visual for illustration only

Entitlement?

Mega TV Zone Entitlements

Format: 103” PTV x 1 + adjacent 12-sheet panels x 2

Additional formats (optional) : Platform Screen Door Stickers / Floor vision / buntings

Locations: • Admiralty Station – towards Chai Wan • Causeway Bay Station – towards Chai Wan • Mong Kok Station – towards Kwun Tong • Tsim Sha Tsui Station – towards Admiralty • Kowloon Tong Station – towards Mong Kok

A perfect mix of audio visual + poster impactlocated at extremely high traffic platforms in capt ive

environment

Location of MEGA TV Zone

Mega TV Zone

Mega TV Zone Location-

Admiralty Station

Mega TV Zone

Track to Central (Tsuen Wan Line)

Track to Wan Chai (Island Line)

TracksideBillboard

Mega TV Zone Location-

Causeway Bay Station

Mega TV Zone

Track to Chai Wan (Island Line)Trackside

Billboard

Mega TV Zone Location-

Mong Kok Station

Mega TV ZoneTrack to Prince Edward (Kwun Tong Line)

Track to Prince Edward (Tsuen Wan Line)

Mega TV Zone Location-

Tsim Sha Tsui Station

Mega TV Zone

Track to Admiralty (Tsuen Wan Line)

Track to Jordan (Tsuen Wan Line)

Mega TV Zone Location-

Kowloon Tong Station

Track to Lok Fu (Kwun Tong Line)

Mega TV Zone

Track to Shek Kip Mei (Kwun Tong Line)

Sales Entitlements

Mega 103” TV Network

Entitlements: 105 Trackside 103” Plasma TVs + 51 Concourse LCD TVs

Mega TV Zone

a) Domination package

Entitlements: 103”PTV x 1 (19 hours airtime pe r day) +

adjacent 12-sheet panel x 2

b) Domination package + Platform Screen Door Sticke rs

Client Credentials

“Mega 103 TV provides extraordinary visibility for advertisers to deliver consumers a brand experience in an immersive environment. Such as one executed by our client, City of Dreams for “The House of Dancing Water” show where we deployed two 12-sheet lightboxes and glass door stickers to integrate with the Mega 103 TV. The media mix created a seamless integration of media impact delivering a combination of sound, motions, image and details for the launch of this spectacular show. The public was impressed which resulted the show becoming the talk of the town in a short span of time.”

Ray WongCEO, PHD

City of Dreams –The House of Dancing Water

Client Credentials

Neutrogena ‘The Mega TV Zone allows creative flexibility for u s to rotate different TVC versions on the dedicated Mega 103” plasma TV. It offers maxi mum spot frequency, which makes it a highly cost-effective outdoor TV adverti sing solution. Combining the use of Mega TV and static ad formats on platform sc reen doors and 12-sheet panels, the Mega TV Zone is definitely a creative m edia mix that provides a powerful zone domination impact to attract our targ et audience.’

Louise WooBusiness DirectorOMD

Client Credentials

Bank of China｢龐大螢幕吸引乘客跓足觀看，而高清畫面讓我們的廣告訊息更清晰活現眼前。我們率先採用金鐘站的Mega TV Zone來宣傳信用卡新服務新卡產品，令乘客在熙來攘往的月台內亦能輕易留意到中銀信用卡的電視廣告，宣傳效果讓我們非常滿意。」

中國銀行(香港)資深營銷經理羅頴宜

Client Credentials

HTC

“We very much appreciate the peerless Mega TV Zones that enable us exclusive creative demonstration of our brand new product in such optimal locations. It maximises our exposure and extensively improves the product recall of our target audience.”

Mr. Terry Chung Country Manager, Hong Kong and Macau HTC

Client Credentials

Lancôme‘This first-ever trackside domination campaign creates an unprecedented and stunning effect for our new product launch at the MTR station. The perfect mix of mega TV and various static ad formats catches the eye of our target audience effectively. In addition, the new Mega 103” Plasma TVs allow looping of our TVC throughout the day, and its mass network coverage definitely impress our target with long-lasting brand awareness,’

Janice ChanLancôme Brand Manager

L’Oreal Hong Kong Ltd.

Comparison

Instant news in trackside panelN/AOther feature enhancement

Trackside DominationNetwork OnlyNew Media Format

Panel Size Enhancement

Reach more passengers in 3 new stations

Po Lam, Kowloon, Sai Wan HoN/ANew station with trackside panel

2623Station with trackside panel

105 panels51 panels156 panels

100 panels51 panels151 panels

TracksideConcourseTotal

Network Enhancement

Cover additional 58% passenger in trackside

25.75 ft16.25 ftEffective view distance

97.6% improvement in image solution

1920 x 1080 (HD)1366 x 768Resolution

63% improvement in screen sizeAll new LCD panel in concourse area

103” Plasma

42” & 52” LCD

63” Plasma

42” & 50” Plasma

Trackside

Concourse

Mega 103 TV NetworkPlasma TV Network

Appendix

JCDecaux GroupWorldwide Outdoor Experts

About JCDecaux Group

• The JCDecaux Group is the only company worldwide th at focuses exclusively on outdoor advertising.

• Having pioneered the "street furniture" concept in 1964, the Group is also the only organization active in the th reeprincipal areas of the outdoor advertising market:

street furniture, billboards and transport advertis ing.

Leader in Outdoor Advertising

Paris London BarcelonaJCDecaux No.1:

� Worldwide in transport advertising:over 300 transport contracts in metros, buses, trains and tramways.

� Worldwide in airport advertising: 163 concessions in 16 countries.

� Worldwide in street furniture advertising.

� European billboard advertising.

� Outdoor advertising in Asia-Pacific.

� Self-service bicycles.

JCDecaux • reaches an estimated

308 millionpeople worldwideevery day.

• The Group has operations in

55 countrieswith a presence in

3,542 cities .Data updated as of January 2011.

No.1 Outdoor Advertising in Asia Pacific

Strong regional presence in the most dynamic markets:

� Australia� China*� India� Japan� Korea� Malaysia� Singapore� Thailand

* includes Hong-Kong & Macao

Hong KongTokyo

Bangkok

No.1 Outdoor Advertising in China

JCDecaux China owns an extensive Outdoor advertising network:

• 35 cities in Greater China

• 210,500 advertising panels

• Variety of media formats to design effective advertising campaigns:

街道设施街道设施街道设施街道设施Street furniture

地铁媒体地铁媒体地铁媒体地铁媒体Metro

机场媒体机场媒体机场媒体机场媒体Airport

巴士媒体巴士媒体巴士媒体巴士媒体Bus

校园媒体校园媒体校园媒体校园媒体Campus

Data updated as of January 2011.

Don’t miss this great advertising opportunity!

Contact us nowTel: 3960 3333Fax: 2861 3210

Email: digital@jcdecaux.com.hkwww.jcdecaux-transport.com.hk