PRESENTATION ON THE PREMIUM CABLE VIEWER*AUTHOR/PUBLISHER: Al Berrios, Managing Director, al berrios & co.

CONDUCTED: OCTOBER 21ST THROUGH OCTOBER 31ST 2002 FROM DATA COLLECTED DECEMBER 2001 THROUGH OCTOBER 2002

TARGET: U.S. CONSUMERS WITH INTERNET ACCESS

POPULATION TARGETED: CONSUMER UNAWARE OF SPECIFIC PREMIUM CABLE PROGRAMMING

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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*The basis for understanding this study is whether or not a viewer is a subscriber AND whether or not they are aware of Showtime original programmingFigures are not representative of actual totals. They are percentages of subscriber, non-subscriber, and subscription-status-unknown segments.

1.05%

21.05%

32.63%37.89%

7.37%

0.00%5.00%

10.00%

15.00%20.00%25.00%30.00%

35.00%40.00%

11 > 13 14 > 17 18 > 21 22 - 35 36-46

AGE OF POPULATION

% OF POP

9.06% OF POPULATION SUBMITTED AN AGE

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0.94%

0.94%

0.94%

0.94%

0.94%

0.94%

0.94%

1.42%

1.42%

1.89%

1.89%

1.89%

1.89%

1.89%

2.36%

2.83%

2.83%

3.30%

3.77%

4.25%

8.02%

8.49%

11.79%

11.79%

16.98%

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00%

NY

NJ

TX

GA

CA

FL

WA

IA

IL

PA

OR

CT

ME

MA

MD

MI

DE

LA

AL

KY

MS

NC

NV

TN

VA

STATES

GEOGRAPHIC DATA (top 25 of percentage of population that submitted a state)

21.95% OF POPULATION SUBMITTED AN AGE

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SHO SUBSCRIBERS: total pop.

Female38.61%

Male61.39%

PREFER HBO: total pop.

Female23.08%

Other2.56%

Male74.36%

LIKED IMKTG: total pop.

Female36.79%

Other9.43%

Male53.78%

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Subscriber Awareness of SHO programming

were NOT aware

20.52%

DIDN'T say5.59%

WERE already aware

73.89%

Subscription Status to SHOWTIME

subscribers41.03%

nonsubscribers8.78%

didn't say50.19%

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GENDER

Female11.54%

Other3.85%

Male84.62%

Subscriber Awareness of SHO programming

were NOT aware

20.52%

DIDN'T say5.59%

WERE already aware

73.89%

GENDER

Female38.64%

Other2.27%

Male59.09%

GENDER

Female40.19%

Other1.28%

Male58.52%

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PREFER HBO

Female0.00%

Other0.00%

Male100.00%

Subscriber Awareness of SHO programming

were NOT aware

20.52%

DIDN'T say5.59%

WERE already aware

73.89%

PREFER HBO

Female0.00%

Other0.00%

Male100.00%

PREFER HBO

Female20.25%

Other0.00%

Male79.75%

3.63% OF ENTIRE POPULATION PREFERRED HBO

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PPL W/O TV

Female0.00%

Other0.00%

Male100.00%

Subscriber Awareness of SHO programming

were NOT aware

20.52%

DIDN'T say5.59%

WERE already aware

73.89%

PPL W/O TV

Female33.43%

Other0.00%

Male66.57%

4.01% OF ENTIRE POPULATION DIDN’T SPEND MUCH TIME WATCHING TV DUE TO OTHER ACTIVITIES OR LACK OF A TV SET

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Non-Subscriber Awareness of SHO programming

were NOT aware

68.48%

DIDN'T say6.52%

WERE already aware

25.00%

Subscription Status to SHOWTIME

didn't say50.19%

nonsubscribers8.78%

subscribers41.03%

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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GENDER

Female0.00%

Other0.00%

Male100.00%

Non-Subscriber Awareness of SHO programming

were NOT aware

68.48%

DIDN'T say6.52%

WERE already aware

25.00%

GENDER

Female35.48%

Other3.22%

Male61.29%

GENDER

Female40.91%

Other4.55%

Male54.54%

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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PREFER HBO

Female0.00%

Other0.00%

Male100.00%

Non-Subscriber Awareness of SHO programming

were NOT aware

68.48%

DIDN'T say6.52%

WERE already aware

25.00%

PREFER HBO

Female0.00%

Other0.00%

Male100.00%

PREFER HBO

Female66.67%

Other0.00%

Male33.33%

3.63% OF ENTIRE POPULATION PREFERRED HBO

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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Non-Subscriber Awareness of SHO programming

were NOT aware

68.48%

DIDN'T say6.52%

WERE already aware

25.00%

PPL W/O TV

Female50.00%

Other0.00%

Male50.00%

PPL W/O TV

Female50.00%

Other0.00%

Male50.00%

4.01% OF ENTIRE POPULATION DIDN’T SPEND MUCH TIME WATCHING TV DUE TO OTHER ACTIVITIES OR LACK OF A TV SET

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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Non-Subscriber Awareness of SHO programming

were NOT aware

68.48%

DIDN'T say6.52%

WERE already aware

25.00%

PPL W/O CABLE

Female25.04%

Other0.00%

Male74.96%

PPL W/O CABLE

Female20.01%

Other20.01%

Male59.98%

1.43% OF ENTIRE POPULATION DIDN’T HAVE CABLE

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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Awareness of SHO programming without Subscriber status

were NOT aware

52.86%

DIDN'T say22.24%

WERE already aware

24.90%

Subscription Status to SHOWTIME

didn't say50.19%

nonsubscribers8.78%

subscribers41.03%

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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Awareness of SHO programming without Subscriber status

were NOT aware

52.86%

DIDN'T say22.24%

WERE already aware

24.90%

GENDER

Female19.66%

Other8.55%

Male71.79%

GENDER

Females28.26%

Other18.84%

Males52.90%

GENDER

Female28.24%

Other13.74%

Male58.02%

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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Awareness of SHO programming without Subscriber status

were NOT aware

52.86%

DIDN'T say22.24%

WERE already aware

24.90%

PREFER HBO

Female8.29%

Other0.00%

Male91.71%

PREFER HBO

Females20.00%

Other20.00%

Males60.00%

PREFER HBO

Female59.95%

Other0.00%

Male40.05%

3.63% OF ENTIRE POPULATION PREFERRED HBO

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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Awareness of SHO programming without Subscriber status

were NOT aware

52.86%

DIDN'T say22.24%

WERE already aware

24.90%

PPL W/O TV

Female28.60%

Other21.40%

Male50.00%

PPL W/O TV

Females7.14%

Other21.43%

Males71.43%

PPL W/O TV

Female24.92%

Other24.92%

Male50.16%

4.01% OF ENTIRE POPULATION DIDN’T SPEND MUCH TIME WATCHING TV DUE TO OTHER ACTIVITIES OR LACK OF A TV SET

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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Awareness of SHO programming without Subscriber status

were NOT aware

52.86%

DIDN'T say22.24%

WERE already aware

24.90%

PPL W/O CABLE

Female24.93%

Other0.00%

Male75.07%

PPL W/O CABLE

Females100.00%

Other0.00%

Males0.00%

1.43% OF ENTIRE POPULATION DIDN’T HAVE CABLE

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0.75%

1.49%

1.49%

1.49%

1.49%

1.49%

1.49%

1.49%

1.49%

2.24%

2.24%

2.24%

2.24%

2.24%

2.99%

3.73%

3.73%

4.48%

5.22%

5.22%

5.97%

8.21%

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00%

SO PRANO S

SIMPSO NS

6' UNDER

WIRE

O Z

FRIENDS

SG-1

SEX/CITY

JACKASS

LAW/O RDER

SEINFELD

SHIELD

WILL/GRACE

CO PS

CRIBS

FUTURAMA

JEREMIAH

REAL WO RLD

SMALLVILLE

STREET SMARTS

NY UNDER

IDO L

TV SHOWS

VIEWER’S CHOICE (of percentage of population that mentioned a favorite program)

12.79% OF POP MENTIONED A FAVORITE PROGRAM

The contents herein are PRIVATE AND CONFIDENTIAL and may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty. (c) 2003. All Rights Reserved. al berrios. Published by al berrios & co.

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