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        THE ASHES

     ENGLAND 2010 –
Sky Sports is proud to announce live coverage of England down under in the
winter of 2010/11 in their attempt to retain The Ashes. England will be hopeful
of putting on a much better performance after their 5-0 whitewash at the hands
of Australia during their last trip Down Under, and will have to do so following a
gruelling schedule since their victorious outing in the last Ashes Series. Surely
another Ashes victory for England would also put an end to Ricky Ponting’s
reign as captain of Australia.


Ashes Test Match Series
Test           Dates                     Location      Start time (Local/GMT)
1st Test                 th   th
                       25 -29 November 2010     Brisbane              10:00/00:00

2nd Test               3rd–7th December 2010                Adelaide
3rd Test               16th–20th December 2010      Perth                    10:30/02:30
4th Test               26th–30th December 2010      Melbourne                11:00/00:00
5th Test               3rd–7th January 2011         Sydney

The series will also include:
    7 x One Day Internationals and
    2 x Twenty20s
    There will be approximately 3 repeats per day’s play, in the evening and
      again on the following morning.

Sky Sports Network (1, 2, 3, Xtra, HD1, HD2 & HD3)

Predicted Audience Delivery
                                                                    Adults       Men
 Audience                             Individuals Adults             Abc1        Abc1
 Average TVR (Tests)                       0.36        0.41           0.47       0.73
 Average TVR                                                          0.55
 (ODIs/Twenty20s)                          0.44        0.49                       0.85
 Average TVR                                                          0.24
 (Highlights/Repeats)                      0.20        0.22                      0.35
 Total TVRs (Actuals)                      390         438            493         592
 Total TVRs (30” Equivalents)              196         221            249         234
 Series Coverage (% )                      13.6        14.3           16.1       19.7
 Series Coverage (000s)                   7,363       6,523          3,872       2,300
*(Source BARB/Infosys) – Based on England’s 2006/07 Tour to Australia

There will be up to 34 days coverage of International Cricket (weather/result

Sponsor Accreditation
Opening and closing sequences
The sponsor will be featured both visually and verbally in a title sequence
lasting up to 15”. There will be 2 x 15” opening/closing sequences per
Breakbumpers – Overbreak logos
During live play, and on returning from a break between overs, the sponsor will
be featured in the corner of the screen for approximately 5 seconds.

Breakbumpers – Full bumpers
After the fall of a wicket, during pre/ post match analysis, drinks breaks, tea
breaks, highlights and all repeats Sky will show full breakbumpers. These will
feature the sponsor visually and verbally on a full frame bumper for
approximately 5 seconds either side of the commercial break.

On-Air Promotions
The Sponsor will be featured visually, and where possible, verbally, on all
promotional trailers specific to England’s Tour to Australia.

EXTENDING THE SPONSOR ASSOCIATION: dedicated hub will replicate the official broadcast with live
online ball by ball desktop scorecards, all the latest news and gossi p and pre
and post match interviews. Further details of online content include:

      Live ball-by-ball scorecards with text commentaries
      Fixtures/Results
      Breaking News
      Reaction
      Pitch Reports
      In-depth Match Previews
      Daily Five-fers
      Special features and columns (some serious, some irreverent)
      Potential daily media watch/papers feature
      Archive of Ashes stats
      Player profiles and career Test stats for both sides
      Dedicated Ashes Cricket Score centre accessed via Sky Sports main

SkySports Monthly Reach

      12m Unique Users
      500mpage impressions
      4 million video plays
      86% Male
      54% Aged 15-34
      69% ABC1
      Digital newsletter to 330k
      CricketSummer 09 17m PI
     CricketSummer 091.75m UU
     Ashes 09 2m PI
     Ashes 09 1.3m UU

Dedicated Ashes Hub

     Ashes Tour Site
         o 6.5m news story page impressions
         o Sponsor branding within mast head
         o Sponsorship strips on Sky Sports cricket estimated 3 million
         o Roadblock of Ashes tour site homepage estimated 1 million
                Total client display at 5 million includes above
         o Competition exclusive to sponsor within Ashes (prize not included)

     Ashes score centre
         o Sponsor branding within score centre, estimated impressions
         o Co branded display - minimum delivery 5 million impressions,
            more can be purchased if required
     Promotion
         o Co branded display - minimum delivery 5 million impressions,
            more can be purchased if required, run of Sky Sports, link to
            Ashes Tour Site
         o Co branded competition display to Sky Sports entry
                Can share opted in data
                Inclusion within digital newsletter

Proposed Dedicated Ashes Hub                 Proposed Dedicated       Ashes
Video Area
Sky Mobile

Why Sky Mobile?

   •   Largest Commercial Sports and News mobile content provider in the UK
   •   We have over 5m users who visit Sky mobile content each month (all
   •   Over 3m users have downloaded at least one of Sky’s range of iPhone
   •   Sky Sports mobile content is visited by nearly 50% of all mobile users
       who access any commercial sports information via mobile

Sky Sports iPhone Cricket Score Centre Application:

The app, which can be downloaded free at Apple's UK & Ireland iTunes store,
gives unrivalled cricket coverage at your fingertips. Track all the latest scores
from international Test, ODI and Twenty20 matches – including unbeatable
Ashes updates – as well as comprehensive coverage of the County games.

Coverage includes live commentary, scorecards, match stats, player profiles
and photo galleries. Using the ‘My Scores’ option, select which match you want
to follow, or simply browse by competition or date for the latest fixtures, results
and league tables. The Sky Sport Cricket Score Centre application is a must for
any keen cricket fan!
Sky Sports Cricket Score Centre iPhone App - Monthly Reach (Current))

   125,000 Unique Users
   1,000,000 page impressions per month
   Currently no VOD but potential to include
   Estimated 200k Video Views per month
   86% Male
   55% Aged 15-34
   69% ABC1

Mobile Creative Execution

   Permanent Roadblock of all inventory throughout Sky Sports Cricket Score
    Centre iPhone App
   Permanent Roadblock of all inventory throughout Sky Sports Cricket Score
    Centre Android App (if available)
   Permanent Pre-roll sponsor of all mobile VOD ontent within the above

Bank of impressions to target the following channels during Ashes duration…

   Sky News App Sports Channel Only (iPhone / Android)
   Sky Sports Football Score Centre App (iPhone / Android)
 Mobile Hp (All handsets)
   Sky Sports Mobile Hp (All handsets)

Creative Examples
Standard Banners / Expandable Banners / Mobile Pre-Rolls

Mobile Package

   Exclusive Sponsorship of inventory within dedicated Ashes Applications
   Estimated Banner Imps (Exp or Standard) = 4.5m (combined)
   Estimated Pre-Rolls Impressions = 200k
   Targeted Channel Mobile Banners throughout Ashes duration
   Estimated Imps = 5m
   Total impressions = 9.7m

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