Hawaii final press report 12.5.10

Hawaii Five-0 Launch in Latin America / COMMUNICATIONS REPORT

LAUNCH IN LATIN AMERICA

COMMUNICATIONS ACTIVITY REPORT – DECEMBER 2010

EXECUTIVE SUMMARY

On Wednesday, October 20, 2010, Liv, the new entertainment network of Discovery Networks in

Latin America launched exclusively one of the most awaited and sought after series in television: HAWAII FIVE-0.

HAWAII FIVE-0 is a contemporary take on the classic series about a new elite federalized task force whose mission is to wipe out the crime that washes up on the Islands' sun-drenched

beaches. Detective Steve McGarrett (Alex O'Loughlin), a decorated Naval officer turned cop, returns to Oahu to investigate his father’s murder and stays after Hawaii’s governor persuades

him to head up the new team. Joining McGarrett is Detective Danny “Danno” Williams (Scott Caan), a newly relocated ex-New Jersey cop who prefers skyscrapers to the coastline but is

committed to keeping the Islands safe for his 8-year-old daughter; and Chin Ho Kelly (Daniel Dae

Kim), an ex-Honolulu Police Detective wrongly accused of corruption and relegated to a federal security patrol, who is also a former protégé of McGarrett’s father. Chin’s cousin, Kono (Grace

Park), is a beautiful and fearless native, fresh out of the academy and eager to establish herself among the department’s elite. Peter Lenkov, Alex Kurtzman and Roberto Orci are executive

producers for CBS Television Studios.

The promotional efforts surrounding the launch of HAWAII centered on the coordination of a

three-phase PR campaign that included a main acquisition announcement on July 26, a press junket in Hawaii (September 12 and 13), simultaneous press screening events in Argentina,

Brazil, Colombia and Mexico (early to mid October), conference calls with actor Al Harrington (October 14) and executive producer Roberto Orci (October 19). Activities in support of the

launch concluded on premiere day (October 20) with a special visit to top radio stations across

the region delivering leis (flower garlands), Hawaiian cookies and pizzas, along with a H50 media alert and a copy of the famous Hawaii Five-0 music theme that many stations played during the

day. This was done to get listeners to think about the show as they went about their daily business.


MEDIA RELATIONS SUMMARY 1. Number of clips:

Following the activities detailed above, 341 clips were captured surrounding the launch of Hawaii Five-0 on Liv. These include hits generated in radio, open TV, and regional newspapers.

2. Circulation: To December 3, print date of this report, an overall circulation of 245,803,175 had been

reached for Hawaii Five-0 across the region (Argentina, Brazil, Chile, Colombia and Mexico).

3. Media value:

We also estimate that the media coverage garnered to date has a value USD$$1,234,267

CAMPAIGN DETAILS: PHASE 1 – ANNOUNCEMENT – JULY 26

First announcement For this very first announcement of the acquisition of HAWAII Liv took full advantage of the

opportunity to position itself as a NEW entertainment network. Also, the news of the acquisition

of a new action series that also had equity and a place in the memory of the press and the general public spoke volumes about the variety of the network’s programming line up. To that

respect, as part of this same announcement, Liv also publicized the acquisition of Blue Bloods another new police series from CBS, as well as the suspense series Dexter and the comedy

Frasier, all of which will premiere in the network throughout 2011.

PHASE 2 – PRESS JUNKET IN HAWAII – SEPTEMBER 12 AND 13

Getting press closer to the characters of our shows always proves to be extremely effective and this was no exception. Working with the PR department of CBS Studios International, we were

able to secure Latin American presence at a press junket and world premiere event for HAWAII (Sept. 12 and 13) in Waikiki where selected, top entertainment media from the region was

invited to meet the cast and production ensemble of the show.

Media invited to this activity included:

Reforma Newspaper (Mexico)

Record Newspaper (Mexico)

Clarin Newspaper (Argentina)

Milenio Newspaper (Mexico)

Folha de Sao Paulo Newspaper (Brazil)

Monet Magazine (Brazil)

TV y Novelas Magazine (Colombia)

Below some images of the screening event in Waikiki.


HAWAII FIVE-0 WORLD PREMIERE IN WAIKIKI, SEPTEMBER 13, 2010

PHASE 3 – PRESS SCREENING EVENTS – OCTOBER 5, 12 AND 13


To round up our activities in support of the premiere of HAWAII and get the press very excited

about the show, we organized a series of screening events to give them an opportunity to view it before its official broadcast on Liv. Sample of the invitation below:


Brazil Event: On October 5th 22 journalists and clients gathered at Kinoplex movie

theater inside Vila Olimpia mall in São Paulo. Media in attendance included O Estado de S.Paulo, UOL Televisão, Tela Viva, Monet, Prop&Mark and Sci-fi News among others.


Mexico: On October 12, 26 top media outlets were invited to a luau held at Parada 54, a local

club in Mexico City’s exclusive Polanco area. Media in attendance included Reforma, El Universal, Excelsior, Notimex, and Canal 40 among others.


Argentina: On October 13, an event held at Objeto A in Buenos Aires’ Palermo district was attended by 25 journalists and 6 ad sales clients. Among them La Nación, Perfil, Popular, La Prensa, Crónica, Agencia DYN, Agencia Ansa, Revista Vanidades and Revista Tendencias.


Colombia: Lunch event at Kong restaurant in Bogota on October 13 was attended by 24 media

outlets such as El Tiempo, Semana, Tv y Novelas, Gente, RCN Tv and Cablenoticias among others. Event also had some ad sales clients present.


PHASE 3 – CONFERENCE CALLS

AL HARRINGTON - OCTOBER 14

(BEN KOKUA, HAWAII FIVE-0 ORIGINAL SERIES)

MEDIA IN ATTENDANCE:

ROBERTO ORCI - OCTOBER 19 (EXECUTIVE PRODUCER OF MEXICAN ORIGIN)

MEDIA IN ATTENDANCE: Chile REVISTA WIKEN (Mercurio

Newspaper)

Brazil VEJA.com

Mexico Excélsior

Colombia La Hora del Regreso (W Radio, Caracol Network)

ARGENTINA La Nación Newspaper

CHILE Mercurio Newspaper

BRAZIL O Globo Newspaper

BRAZIL SciFi Magazine

MEXICO Excelsior Newspaper

MEXICO 40 Principales – radio interview


SAMPLES OF THE TOP COVERAGE RECEIVED IN MARKET: ARGENTINA

CLARIN


CHILE

MERCURIO


BRAZIL

FOLHA DE SAO PAULO


COLOMBIA EL TIEMPO


MEXICO

REFORMA


PRESS MATERIALS: All press materials in support of the launch of HAWAII were compiled in the press kit below, which also included a CD and a DVD assortment of the first episodes of some of Liv’s premiere

series such as The Tudors 4 and Happy Town. The kit’s intent was to promote HAWAII and showcase the variety of programming on Liv.


ADDITIONAL ACTIONS – RADIO VISITS On premiere day, October 20, our PR representatives visited top radio stations in key markets delivering Hawaiian cookies and pizzas to radio personalities. The delivery was accompanied by

leis (flower necklaces) as well as a CD with the H50 music theme and a media alert. Many radio stations welcomed the gesture, talked about the show and played the music. In Mexico, there

was a radio trivia promotion involving i-Pods that were given away to listeners.

Sample of Hawaiian cookie delivery (Colombia)

Pizza deliveries in Buenos Aires, Argentina

Hawaii final press report 12.5.10

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