July 2006

Sky News Presentation

Sky News is forward-thinking; a trailblazer changing the face of News reporting. Progressive in format and tone, it is

provocative and delivered in an accessible format which is engaging and interesting

to the Modern Viewer.

News Europe wants to watch

Europe’s first 24 hour news channel

Passionate; Authoritative; Modern; Accessible

First for breaking

news

Journalistsat the

centre of the action

Perfect news hit

Newswhere we

tell you what it means

Sky News Positioning

4 Core Propositions

4 Brand Values

News Europe wants to watch

Content

• Continuous News – Strands but no programmes

• Headline News every 15 minutes. News bulletins every hour, on the hour, 24 hours a day

• Reputation for objectivity, speed of coverage and flexibility

• Innovative and approachable

• Valued for fairness, balance and journalistic objectivity

• Provided by 500 dedicated staff worldwide + alliances with major broadcasters around the world

(News Corp, Fox News & Star)

• Launched the world's first

interactive television news service.

Award Winning Content

• BAFTA 2001 & 2002 (9/11)

• RTS News Channel and News Event of the Year 2001, 2002, 2003 and 2004

• 46th Monte Carlo Television Festival: Best 24 hour News Programme and Best TV News Item

• GEITF Non Terrestrial of the Year 2001

• Best News Channel 2006 in Broadcast Digital Channel Awards

Judges comments: Sky stands out as innovative in how it presents and reports news. Sky News is the ‘destination channel’ for breaking news and was praised for its international approach

Judges felt that BBC News 24 was ‘more cautious’ in its reporting and it was also at times ‘less of an enjoyable experience to watch’ than Sky.

New schedule from June 2006

GMT

04:00-06:00 Sky World News

06:00-09:00 Sunrise

09:00-12:00 Sky News Today

12:00-14:00 Lunchtime Live

14:00-17:00 Sky News Today

17:00-18:00 Live at Five

18:00-20:00 Sky News

22:00-22:30 News at Ten

22:30-23:00 Sportsline

23:00-00:00 Sky News Tonight

20:00-22:00 Sky News with Martin Stanford

Prime-time peaks: Sky World News : 05:00-07:00 CET

International feed

Headline News

60” break

International news stories

30” solus break

Sports News & Weather

2 minute ad break

Business Report

30” break

International reviews:- Front Page- Back Page-Your View-Interviews

60” solus break

Round-up: news, business,Sports and weather

2 minute ad break

Perceived quality of television news

Source: Independent Television Commission

0%

10%

20%

30%

40%

50%

Accurate Informative Balanced Interesting

BBC's news coverage

Sky News' coverage

More accurate, informative and interesting than the BBC

Feeds and Distribution

• 3 Feeds: UK, Ireland and International

• Language: English

• 45 million homes across Europe• Main markets:

•UK: 11.1 million

•Germany: 3.58 m

•France: 4.58 m

•Benelux: 2.37m

•Italy: 2.8 m

•Spain: 2 m

• Scandinavia: 2.37 m

• 1 million Hotel Rooms

3 feeds to allow flexibility

Sky News has more viewers outside the UK

Aust/Switz, 2

Benelux, 4

Scandi, 7

France, 4

Germany, 9

Ireland, 3

Italy, 15

Portugal, 3

Poland, 8

Spain, 4

United Kingdom, 40

Source: EMS 2006 – based on monthly reach

In % of Sky News viewers

Sky News is the most cost effective News channel

Source: EMS 2005 – Peak Time Ratings Monday to Friday (19.00-24.00) – Channels Rate card 30 sec.

Rate card $ (000) CPT($)

Sky News 2,500 94 27

CNN 6,500 106 61

EuroNews 2,700 87 31

BBC World 2,540 62 41

CNBC 1,200 30 40

Cost per thousand comparisons

• Sky News website re-launched at same time as the channel with more in depth news content as well as photo galleries, journalist blogs and webcams.

• News Brief – a news blog looking at the day’s news agenda every weekday morning.

• 40 million page impressions per month to over 2m unique users.

• Home page delivers on average 15.8m Impressions to 1.8m unique users every month

• Different Sections: Video news, UK, World, Business, Showbiz, Science & Tech, Money, Weather.

Skynews.com – relaunch

Sky News innovative delivery

Commercial Opportunities

• Split feeds UK/International with relevant editorial

• News, Business, Sport or Entertainment Environment

• Sponsorships opportunities: Finance, Sports, Weather

• World Breakfast News opportunities

• On-line

• Advertising and marketing packages across National Geographic Channel, Magazine and other Sky platforms

• News corporation regional leaders package: Sky News, Fox News, Phoenix News, Star News

AIR FRANCEBREITLINGCANON CAP GEMINICREDIT SUISSECHEVRON TEXACODASSAULT SYSTEMESEXXON MOBILGULF AIRHYATTINDIA TOURISM BOARDLANGHAM HOTELSLAGADEREMALAYSIA TOURISM BOARDMALAYSIA AIRLINESMALDIVES TOURISM BOARDMATADOR NORBERT DENTRESSANGLEDELTA AIRLINES

ORANGEPEUGEOTQATAR AIRWAYSSAMSONITESINGAPORE TOURISM BOARDSKI SETSKY TEAMSRI LANKAN AIRLINESSRI LANKAN TOURISM BOARDSOUTH AFRICAN TOURISMTHOMSONFLYTOYOTATOURISM AUSTRALIAUBSUPSVODAFONEXEROXZURICH FINANCIALVEOLIA

Sky News International Clients

Summary

• News leader in the UK and in Europe

• Award winning content relevant to European viewers

• Fresh, modern and innovative format

• Upscale and decision making audience

• Cost efficient complementary News buy which increases campaign reach and frequency