Branded Entertainment

The Emmitt Franchise

The  Emmi(  Project  

Objective: To create an evergreen branded entertainment property around the The Emmitt Franchise/Santa’s Map story line and animated content.

Strategy: We will orchestrate a phased launch approach building upon the animation production and distribution, publishing of the animated story line and creation of the consumer products line to support animation and publication.

The  Emmi(  Project  

Launch Strategy Timeline:

Animation Production: •  11 minute Pilot •  10 x 3.5 minute shorts •  Animated E-readers •  Music Videos

• Future plans: •  60 min film / feature •  DVD • VOD/Downloads

•  This The Emmitt Franchise Website •  Video •  Casual Games •  Activities

Animation Distribution: •  AFN •  Kabillion Free TV On Demand •  KabillionYouTube •  Kid Centric Websites (video & game distribution)

Consumer Products: •  Publishing •  Toy •  Craft •  Home Textiles •  Clothing •  Back to School •  Small Game, Puzzles •  Interactive Games • QVC

Marketing: •  Press Release •  Celebrity Voice Talent to promote:

•  Animation Release •  Book Tour • Macy’s Parade • QVC

The  Emmi(  Project  

Kabillion Free TV On Demand provides immediate TV placement for The Emmitt Franchise short form content. The Kabillion network is currently available to over 40 million digital cable television subscribers, comprising 90% of the top 25 TV markets, projected to reach more than 50 million by 2012.

The  Emmi(  Project  

Monthly Views Over 6 million kids

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The  Emmi(  Franchise  Project  

The Emmitt Franchise shorts will be placed as interstitials in top Kabillion programming to create brand awareness and viewership around the content.

Sample Schedule: Starting November 2011

Year long interstitials building to the Emmitt/Santa’s Map Feature.

The  Emmi(  Project  

Kabillion will create a robust marketing strategy designed to promote short form episodes on the Kabillion Network.

Pre-launch •  :30 second coming soon promos in top Kabillion content

Launch •  :30 second promos

•  On Screen Announcements

•  Previews/What’s New – placement in the What’s new asset available on Kabillion and other Comcast folders

•  Barkers – placement in loop that plays in top right corner of screen when on Demand is selected

•  Double Map into Movie and Music Channels when appropriate

The  Emmi(  Project  

The Kabillion Digital Distribution Network will serve as a driver pushing views to video content and games through Kabillion’s digital locations. Reaching kids and parents where they live…in the connected space.

Kabillion’s Digital Network reaches over 2million kids per month and includes:

•  Kabillion.com •  KabillionGirlsRule.com •  Yahookids.com •  Hellokids.com •  Kabillion YouTube Channel

The  Emmi(  Project  

Consumer Products Strategy: Secure license partners in the top 3 categories listed below for the first roll out of product Q2 – 2012.

Publishing: •  5- 10 Book Series based on animated shorts •  Available as a series or on their own •  Available as E Readers

Toy: •  Create character set (Plush & Vinyl) •  Finger puppets (package with books)

Games – Interactive & Board •  Variety – both educational and pure game play.

The  Emmi(  Project  

Return on Investment will be realized through multiple revenue streams.

Content Distribution: •  Revenue Share on Advertising Placed on or around content •  Ad Sponsorship of Content •  iTunes – episode, book and music downloads •  Amazon – episode, book and music downloads •  DVD sales •  International distribution

Consumer Products Licensing & Royalties •  9 - 15% royalty rate •  Advance against royalty ($10K - $125K per license)

Sample Pre-School DVD ROI model: Projected Units Sold: 500,000 DVD SRP: $9.99 Royalty Advance: $100K Royalty Rate: 20%

The  Emmi(  Project  

•  Animation Production •  11 minute Pilot •  10 x 3.5 minute shorts •  Animated E-readers •  Music Videos

•  DVD - •  26 x 22 episodes

•  Website Build Out - •  Creative •  Games •  Video

•  Brand Management Team - $ •  Creative •  Marketing •  Licensing

• See pro forma in TEF – SM proposal

The  Emmi(  Project  

Branded Entertainment

The  Emmi(  Project