Launch of The Little Prince Animated Series in Latin America - Final Report. January, 2012

The Little Prince Launch in Latin America / COMMUNICATIONS REPORT

LAUNCH IN LATIN AMERICA

COMMUNICATIONS ACTIVITY REPORT OCTOBER 14, 2011 TO JANUARY 5, 2012

EXECUTIVE SUMMARY

On Friday, December 2nd, 2011, Discovery Kids launched in Latin America the award winning animated series EL PRINCIPITO (The Little Prince). The program is a spin off of the famous book by French writer and aviator Antoine de Saint-Exupéry and has 52 episodes which show the little prince in different adventures as he journeys through the galaxy from planet to planet. The promotional efforts surrounding the launch of EL PRINCIPITO centered on the coordination of a three-phase PR campaign that included an acquisition announcement on October 14, two international conference calls (October 20 and 26) with Olivier d’Agay, grandnephew of The Little Prince’s author, who also presides the Saint-Exupéry Estate, and Aton Soumache, French cinematographer who is the lead producer of the series. In addition, several press activities took place including: Press screenings in Bogota, Colombia and Santiago, Chile as well as presence in Mexico’s Feria Internacional del Libro where Discovery Kids had an interactive stand dedicated to the show.

The promotion of the series, which was almost entirely driven by public relations, proved to be a major success resulting in extensive and high quality media coverage across the region, but most importantly, record-breaking ratings for its premiere. The program achieved the highest audience ratings in the history of the channel for a premiere in Brazil with a 10.95 rating and placed Discovery Kids in the #1 position among children 4 to 6 and women 25 to 34 years.1 The series premiere also had an exceptional performance in the Mexican market where the show contributed to significant tune-in

1 Source Ibope, Brasil: Universo de Cable – Diciembre 2, 2011. #1 entre P4-11, #1 niños de 4-11, # 1 niñas de 4-11 y #

1 mujeres 25-34.


growth of +79% among children 4 to 11 years old2. The success of the premiere also extended to the Southern Cone, in Argentina, where Discovery Kids was #1 among children 4 to 11 years of age.3

MEDIA RELATIONS SUMMARY 1. Number of clips: Following the activities detailed above, close to 200 clips were captured surrounding the launch of EL PRINCIPITO. These include hits generated in radio, open TV, national as well as regional newspapers, magazines and websites. 2. Circulation: Up to January 5, print date of this report, an overall circulation of 3,219,342 had been reached for EL PRINCIPITO in Argentina, Brazil, Chile, Colombia, Mexico and Uruguay. 3. Media value: We also estimate that the media coverage garnered to date has a value of USD $261,354 CAMPAIGN DETAILS: PHASE 1 – FIRST ANNOUNCEMENT – OCTOBER 14, 2011 Discovery kids announced the acquisition of EL PRINCIPITO almost two months before the premiere to start creating anticipation for the series, highlighting the fact that the show was not only created with the latest CGI animation technologies, but the fact that it was produced with the approval and involvement of the author’s family. This announcement also highlighted Discovery Kids’ commitment to broadcast only the highest quality productions for children. PHASE 2 – INTERNATIONAL CONFERENCE CALLS – OCTOBER 20 AND 26, 2011 Getting press closer to the characters of our shows always proves to be extremely effective and this was no exception. Working with the production company in France, Method Animation, we were able to secure interviews with key characters associated to the program: Olivier d’Agay grandnephew of The Little Prince’s author, who also presides the Saint-Exupéry Estate and Aton Soumache, French cinematographer who was the lead producer of the series. Media in attendance included:

2 Source Ibope México: Universo de Cable- Diciembre 2, 2011. #1 mujeres de 25-3, # 3 P 4-6, # 3 niños 4-6 y # 4 niñas

4-6.

3 Source Ibope Argentina: Universo de Cable- Diciembre 2, 2011. #1 niños de 4-11.


OLIVIER D’AGAY - OCTOBER 20

ATON SOUMACHE - OCTOBER 26

ARGENTINA

REVISTA GENIOS The most circulated children’s magazine in

Argentina. It belongs to Grupo Clarin, the Argentine media powerhouse. Circulation: 65.012

BRAZIL

CRESCER MAGAZINE The leading parenting magazine in Brazil.

Circulation: 80.000 monthly issues Crescer Online

CHILE

REVISTA SABADO (Mercurio Newspaper)

Very prestigious magazine with a circulation of 555.582. It is a news supplement of newspaper

Mercurio (the most important national daily in the country).

COLOMBIA

GENTE MAGAZINE GENTE features some of the best feature articles

and interviews about opinion leaders and interesting personalities from Colombia and abroad. Circulation:

82.000

MEXICO

Top Magazzine (Newspaper Reforma)

This is the weekly entertainment supplement of newspaper Reforma (the most important daily in

Mexico). It is also included in other newspapers of the Reforma Group such as Mural and El Norte. Circulation: 153,012 (Reforma) 38,311 (Mural)

134,711 (El Norte)


PRESS SCREENING EVENTS

ARGENTINA

Semanario

Weekly magazine that specializes in covering current events and produces feature articles

about interesting personalities.

Circulation: 29,159

ARGENTINA Revista Rumbos Sunday Magazine that is distributed with 18

other top regional newspapers reaching close to 402,710 homes.

BRAZIL

Folha de São Paulo The Brazilian equivalent of “The New York

Times”. It is the largest newspaper in Brazil and one of the most influential papers in the

country, reaching over 1.2 million people on a daily basis. It has the strongest editorial

entertainment section in the country. Circulation: 335.000 daily issues.

CHILE

La Tercera One of the top daily newspapers from Chile.

COLOMBIA

El Tiempo Colombia’s #1 daily newspaper.

Circulation: 240.238

MEXICO

El Universal Known as “The Newspaper of Mexico”, was

founded in 1916, and also was the first one in certifying its paid circulation. Circulation:

204,000

VENEZUELA Entertainment Magazine (Super Cable) This is the magazine of cable operator Super

Cable, one of the top pay TV systems in Venezuela.


Bogotá, Colombia November 3, 2011

On November 3, around 30 journalists and local VIPs attended a screening event of EL PRINCIPITO at Tuvalú, a local library and activity place for children. The invitation was extended to guests and their kids to come to get an exclusive glimpse of the first episode. Prior to the screening, and in honor of the author, TV personality and model Catalina Aristizabal, read an excerpt of the first chapter of The Little Prince.


Santiago, Chile November 29, 2011

Another screening took place in Santiago, Chile at Teatro Mori Parque Arauco at the end of November with the attendance of close to 80 guests that included press and local VIPs, who also came to the event with their children. At the activity, held in conjunction with Movistar a local cable system, an excerpt of The Little Prince was read by actress Mariana Derderián.

Mexico


November 30 to December 4, 2011 Interactive stand at

Feria Internacional del Libro de Guadalajara (FIL): Kids’ section

In an activity organized in conjunction with local cable operator Megacable, children attending the book fair were able to let their imagination run free in an interactive stand designed to experience The Little Prince series. During the four-day activity, close to 3,000 people were exposed to the show and the Discovery Kids Brand taking home a memorable experience.

SAMPLES OF THE TOP COVERAGE RECEIVED IN MARKET:


ARGENTINA

CHILE

SEMANARIO

MERCURIO


CLARIN


BRAZIL

COLOMBIA

MEXICO

VEJA AND FOLHA DE SAO PAULO


VEJA AND CRESCER ONLINE


CHILE

LA TERCERA

REVISTA WIKEN (MERCURIO)


REVISTA VIVE (VTR)

COLOMBIA


REVISTA GENTE EL PAIS


REVISTA NUEVA MEXICO TOP MAGAZIN

MEXICO


TOP MAGAZZINE

RECORD


GENTE CHIQUITA AND REFORMA

Launch of The Little Prince Animated Series in Latin America - Final Report. January, 2012

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