Niclas Ekdahl. Martin Lewerth. EVP of Pay-TV and Technology. CEO of Viaplay. Born Born Joined MTG in Joined MTG in 2002

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1 1 CHAPTER NAME

2 Martin Lewerth EVP of Pay-TV and Technology Niclas Ekdahl CEO of Viaplay 2 Born 1973 Joined MTG in 2001 What I love: Being prepared & planning properly What I hate: Football Favourite quote: It always seems impossible until its done. Born 1970 Joined MTG in 2002 What I love: Football What I hate: Losing Favourite quote: Stand facing the sun and the shadows fall behind you.

3 Best in class operating performance (SEK million) 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1, Revenue EBIT EBIT margin 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 3

4 The entertainment landscape is changing fast & fundamentally From physical to digital to streaming in the cloud Video Movie viewership in the U.S1 (Number of views / transactions (bn)) Music Movies online Physical video Digital music sales accounted for >50% of total worldwide music sales in 2011 Print Amazon sold more Kindle books than paperback books in Source: 1) Screendigest

5 Video Video is driving IP traffic growth Global IP traffic growth (PB / month) Internet video File sharing Web, , and data Video calling Online gaming Voice over IP (VoIP) Other 5 Source: Cisco VNI, 2011

6 And the media landscape is evolving rapidly 6

7 Creating order out of chaos Pay models Closed networks Proprietary ecosystems TVOD (transaction) SVOD (subscription) Walled gardens Open Internet Broadcasters Advertising (free) models AVOD/Free VOD (advertising) 7 Existing structures New structures

8 Scandinavia is the cradle of broadband 91% Internet penetration (% of households) 1 83% 74% 73% 24 Average actual download speeds (Mbps) Sweden UK US EU-27 Sweden UK EU-27 US Internet access speed >30 Mbps 3 15% (% of population) 94% Mobile broadband penetration (% of population) 2 66% 7% 44% 35% 1% 1% Sweden EU-27 UK US Sweden US UK EU-27 Sources:1) Eurostat, OECD (for US, as of June 2011) 2) OECD, June 2011, European Commission (for EU-27); 3) Eurostat, FCC (for US, as of Dec 2010, Tier: <10Mbps, 10-25Mbps, >25Mbps); 4) netindex.com, test data between 29 Apr - 28 May 2012, Solon

9 Subscribers And our strategy is evolving accordingly Pay-TV Life Cycle Satellite Channel wholesale Virtual operator Over The Top Time 9

10 But traditional platforms still dominate Nordic platform market shares (millions of Households) IPTV Analogue terrestrial Digital Terrestrial Satellite Cable Sources: Screendigest, Solon

11 Satellite is about value growth not volume growth Nordic satellite premium subscribers (000 s) Nordic satellite premium ARPU (SEK) CAGR -2.1 % CAGR 6.6 %

12 With consistent price increases & room for more Annual satellite subscription price increases (Nordic) Sweden price benchmark (SEK) 12% 10% 8% 6% 4% 2% 7% 11% 4% 5% 6% % Ext. basic Mid tier Mid+movie Mid+sport Total Viasat Boxer SKY UK Canal Digital Telia DIRECTV 12 Source: Viasat Broadcasting research

13 And rising penetration of add-on services 60% 50% Penetration of add-on services, Nordic satellite platform HD 40% 30% 20% 10% Multi-room PVR Viasat box Viaplay 0% Multi-screen Viaplay HD PVRs 3D 13 Sources: Viasat Broadcasting research

14 And we ve now become a Virtual Operator in 3 rd party networks Viasat premium subscribers (Nordic) ~4.2m households ~1.6m households Scandinavian satellite universe Scandinavian satellite & Virtual Operator agreements (IPTV, cable) DTH satellite 3rd party networks Sources: Viasat Broadcasting research

15 Gross margin So how does this look in profitability terms? Indicative schematic 15 YR1 YR2 YR3 YR4 DTH Virtual Operator

16 Martin Lewerth EVP of Pay-TV and Technology Niclas Ekdahl CEO of Viaplay Born 1973 Joined MTG in 2001 What I love: Being prepared & planning properly What I hate: Football Favourite quote: It always seems impossible until its done. Born 1970 Joined MTG in 2002 What I love: Football What I hate: Losing Favourite quote: Stand facing the sun and the shadows fall behind you. 16

17 Viaplay opens up a whole new universe Satellite 1.6 million households Satellite + Virtual operator 4.2 million households Over The Top 9 million households 17

18 As we make TV content available anytime & anywhere Smart phones PC/Mac Tablets Smart TV-sets Game consoles 18 TV set-top boxes OTT STB

19 19 With a compelling content offering

20 At competitive price points OFFERED FOR FREE OR DISCOUNTED TO VIASAT SATELLITE SUBSCRIBERS 199 SEK 99 SEK 49 SEK 20

21 That has become the preferred choice of Swedish consumers 21

22 With a balanced geographical & package split Viaplay by geography Viaplay by package type 22

23 Available on more and more smart TVs ~40% of TV s sold are web connected > 1 million Smart TVs to be sold in 2012 Viaplay soon available on 70% of Smart TVs 10% of Viaplay subs already use Smart TVs 23

24 And now we take it a step further Viaplay streaming box Viaplay to your TV 25 linear channels DTT connection Full-blown media center * * * * * 24 * Available via terrestrial signal

25 And with limited cannibalization 24% of Viaplay subscribers have not had Pay-TV subscriptions before 10% have not had Pay-TV subscriptions for the last 6 months - of which, 50% previously had a Viasat subscription So only 5% of new Viaplay subscribers are potentially cannibalizing Viasat and 95% do not cannibalize our existing satellite business 25

26 So How does this look in profitability terms? Indicative schematic 26

27 What next? Make available on increasing number of devices Maintain long term premium content leadership Roll out Viaplay box Enhance content discovery and recommendation Enable offline mode Expand into new territories 27

28 28 CHAPTER NAME

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