Document k9DJY5Be0LmkzZ0zoZprkKQ0V

Audience Development Capabilities and Program Recommendations "Big Fears ... Little Risks" Submitted to: American Council on Science and Health May 3, 1989 # Modern EX P-2212 Page 1 of 11 PCB-ARCH-EXT0371094 Introduction For more than 50 years Modern has served major corporations, trade associations, professional societies, international agencies and all branches of the government as a communications resource. We are recognized as the foremost distributor and marketer of informational and education programs developed by our clients. Very simply, and most importantly-- we create audiences. # Modern EX P-2212 Page 2 of 11 PCB-ARCH-EXT0371095 Audience Overview Sponsored film/video is an effective communications medium because it targets specific markets with precision. Audiences can be reached according to demographic and/or geographic location. Naturally, a film achieves its full potential only when its seen by the appropriate audience. Audience Types Whether through schools, colleges or universities, civic and social clubs, governmental organizations, business and professional groups, your film/video will be seen by key people. Most schools regularly use sponsored film/video in their curricula and it provides an excellent opportunity to reach the youth market. College students are heavy movie attenders and Modern's College Cinema supports that fact with over 200,000 showings on 230+ campuses. Film format generates approximately 1,760 annual bookings via 25 circuits nationwide; video format will generate (at this time) approximately 180 bookings via 6 circuits when initiated in Fall, 1989 with the full compliment of 25 circuits available later in the year. The Community Group audience is composed of adult and school groups. They select programs especially suited to their own interests so any message has maximum effect on receptive viewers. Our Resort and Campground Cinema program distributes entertaining and informative sponsored films to over a thousand resorts and recreational settings throughout the nation during peak vacation months. We supply everything needed, including the screen, projector and your sponsored film. In addition, Modern is the sole United States member of INFORFILM International, the association of informational film/video distributors and can arrange to have your program shown in the 20 countries represented. Broadcast, Cable and Low-Power Television Video and film programs are also promoted and distributed on a free-loan basis to broadcast television stations nationwide. Clients are not charged for station previewd bookings but will be charged for shipping costs. Single title bookings will be charged at the rate of total number of stations utilizing the program. Broadcast Charge Per Booking: $65.00 Video and film programs are promoted and distributed to local and low power television stations nationwide. Again, there is no charge for station preview bookings but clients will be charged for shipping costs. A 10 percent discount is applied to bookings 21 and over which are invoiced in a one month period. Cable and Low-Power Charge Per Booking: $35.00 Modern EX P-2212 Page 3 of 11 PCB-ARCH-EXT0371096 Television Broadcast Annual Budget: Annual Plays: Estimated Reach: Cable Annual Budget: Annual Plays: Estimated Reach: , Sample Budgets Estimated Number of Television Bookings $ 3.000. 48 480,000 $ 5.000. 72 720,000 $ 7.000. 200 1,600,000 $10,000. 285 2,280,000 $ 8.000. 120 1,200,000 $17,000. 485 3,880,000 Free-Loan to Educational and Community Group Audiences Rates include all videocassette duplication required to meet demand (within a client's predetermined budgetary limits). The clients provide Modern with a 3/4" or 1" video master for duplication. Clients are not charged for bookings unless a showing report is received from the exhibitor but will be charged for delivery. Free-Loan Rates School Audience: Community Group: Number of Bookings Per Month 1-100 101-1000 Over 1000 $ 9.10 $10.10 $6.20 $7.20 $5.55 $6.55 Delivery Charge Net Extra Net Extra The following budget examples (based on school audience projections and costs) demonstrate annual distribution and associated costs that might be anticipated for a given film/video: Annual Budget Monthly Bookings Projected: Annual Bookings Projected: Monthly Audience Projected: Annual Audience Projected: Est. Cost / Viewer: $10,000. 78 936 4,680 56,160 $.18 $15,000. 124 1,488 7,440 89,280 $.17 $20,000. 178 2,136 10,680 128,160 $.16 Modern EX P-2212 Page 4 of 11 PCB-ARCH-EXT0371097 Modern Satellite Services The Learning Channel Modern pioneered the satellite delivery of sponsored programming, with services that began in January 1979. Your video or film is packaged with other non-competitive programs to create "World In Motion," a lively, onehour magazine format show with individual segments introduced by our oncamera host. Your program may also be presented outside the "World In Motion" series--as an "MSS Special" in a stand-along format. The World In Motion Produced by Modern Talking Picture One Day Time Showing: $ 2,600. Four Day Time Package: $ 9,600. Three Day/One Prime Package: $11,000. (Three daytime airings, one Friday prime time airing) One Time Prime: $ 4,200. Four Time Prime: $15,400. All pricing based on 1/2 hour. Modern Schedule: Available Segments: Monday, Friday Tuesday, Wednesday, Thursday Friday Prime Time Let's Travel Consumer Inquiry Business View Modern Life 4:00 PM EDT 1:00 PM EDT 7:00 PM EDT Modern EX P-2212 Page 5 of 11 PCB-ARCH-EXT0371098 Teaching Kits To accompany "Big Fears...LittIe Risks," a Teaching Kit could be developed for distribution prior to the showing of the film. The kit would be comprised of a poster on one side with the "Big Fears...Little Risks theme, and 4 to 6 to 8 panels on the back. Each panel would serve as a guide and could include lesson plans, teachers' guides, student activities and/or environmental experiments. This would give the broadest overview for the teacher and extend the message of the film: Points to Know; Natural Pollution; etc. 4-Color Size: 17 x 22 would include 4 panels 22 x 34 would include 6 to 8 panels Quantity: 10,000 to 20,000 ' Pricing Range: $25,000 to $50,000. # Modern EX P-2212 Page 6 of 11 __ _ PCB-ARCH-EXT0371099 DEMOGRAPHICS As the latest MRI research proves, The Learning Channel does a fantastic job of delivering the hard-to-get subscribers! AVERAGE U.S. INCOME Household Income $30,000+ 45.5 $60,000+ 10.5 AGE 25 - 54 56.6 35 - 44 19.1 EDUCATION Attended/Graduated College 36.5 Graduated College 18.0 OCCUPATION Prof Managerial 15.7 Corp. Decision Maker 11.4 TLC VIEWER 52.1 12.1 69.4 25.3 . 45.0 19.5 173 16.4 INDEX 15% Higher 15% Higher 23% Higher 32% Higher 23% Higher 9% Higher 10% Higher 44% Higher Source: 1987-88 Simmons Market Research Bureau 1525 Wilson Boulevard Suite 550 Rot.slyn.VA 22209 (7Q.3i 278-088! _________ Page 7 of 11 _ PCB-ARCH-EXT0371100 I APPEAL A recent study by a leading firm in non-subscriber research proved that TLC is among the highest rated services. TLC rated about the ;same as ESPN and A&E and higher than several services including WTBS, USA and MTV. This supports the value of targeted services such as TLC to reach non-cable subscribers. Furthermore, interest in The Learning Channel was even higher among persons age 35-49. Percent Rating Interest a 4 or 5 Con 5 Dtl All Non-Cable Subs Discovery American Movie Classics CNN Nickelodeon CSPN A&E The Learning Channel Weather Channel Nashville WTBS USA FNN CBN C-Span VH-1 Lifetime MTV Cable Value Network 48% 44% 40% 31% 29% 28% 27% -- 25% 23% 23% 22% 21% 20% 19% 17% 16% 16% 7% Percent Rating Interest a 4 or 5 Con 5 Dtl Age 35-49 Non-Cable Subs Discovery American Movie Classics CNN The Learning Channel Nickelodeon ESPN A&E Nashville FNN USA WTBS Weather Channel CBN VH-1 Lifetime C-Span MTV Cable Value Network 59% 42% 44% 35% --35% 33% 29% 24% 24% 23% 23% 22% 20% 19% 17% 15% 14% 8% Source: Beta Research Corporation, Syosset, NY EX P-2212 Page 8 of 11 PCB-ARCH-EXT037TioT VTF.WRRSHTP Here's how TLC's viewership stacks up against several other program services we compete with for channel capacity. Of course, these measurements were taken before TLC's emphasis on long-term promotion. A & E NICKELODEON VH-1 CBN LIFETIME THE LEARNING CHANNEL NICK AT NITE DISCOVERY BET C-SPAN TOTAL ADULTS Average Week Cume % 38% 38% 36% 35% 34% 30% 28% 23% 20% 18% Source; 1988 Simmons (expressed as percentage of subscriber base) EX P-2212 Page 9 of 11 PCB-ARCH-EXT0371102 1 STATUS OF CONTRIBUTIONS AS OF 5/3/89 Production Monsanto Union Carbide Cooper Dow Corning FMC GE Fermenta CIBA ICI Dow Pfizer Texas Eastern MAPI Air Products Du Pont $25 ,000 $ 5 ,000 $ 7 ,500 (+ $17,500 to develop) $ 2 000 $10 000 $20 000 $10 000 Requirements $10 000 $30 000 Production $197,000 $15 000 ACSH 25,000 $ 5 000 Host 25,000 $25 000 $ 1 000 Total $247,000 $ 2 000 $25 000 Total 192 500 Pledged Du Pont BF Goodrich Total $10,000 $10,000 $20,000 Required Raised Pledged Goal $247,000 192,500 20,000 $ 34,500 Distribution Coors $25,000 Grand Total $217,500 EX P-2212 Page 10 of 11 PCB-ARCH-EXT0371103 2 Prospects Gillette National Electrical Manufacturers Association Cigna American Cyanamid Dana Corporation USX General Motors Shell Honeywell United Technologies Aetna Alcoa Boeing Federal Mogul EX P-2212 Page 11 of 11 PCB-ARCH-EXT0371104