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Dr. Oz Is a Rare, Once-In-A-Lifetime Opportunity

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Dr. Oz Is a Rare, Once-In-A-Lifetime Opportunity DR. O Z is a rare, once-in-a-lifetime opportunity developed under Oprah Winfrey’s legacy of success, featuring the most trusted, sought-after personality today. • A fragmenting broadcast marketplace is making it even more CRITICAL FOR STATIONS AT A TIME TO SELECT PROVEN PROGRAMMING. • Americans are increasingly FOCUSED ON LIVING HAPPIER AND HEALTHIER LIFESTYLES. WHEN... Viewers are seeking A FAMILIAR, • TRUSTWORTHY VOICE to guide them in this pursuit. 1 THE TIME IS RIGHT FOR A PROVEN TELEVISION FRANCHISE • ESTABLISHED AND REGULARLY FEATURED on THE OPRAH WINFREY SHOW, the most popular talk show in television history. • PROVEN ON-AIR RATINGS track record. • A TRUSTED EXPERT who is down-to-earth with a RELATABLE PERSONALITY who respects and empowers his devoted audience. TaLENT DRIVES TELEVISION 2 • Co-produced by Harpo, the best in the business at identifying and • Co-produced and distributed by SPT, grooming talent the producer of the #1 and #2 programs, • Launched the highest-rated talk show Wheel of Fortune and Jeopardy! to debut in the past decade • SPT is the leading independent TV producer, • Oprah Winfrey’s Emmy-winning® uniquely positioned to extend TV brands production team will guide the Dr. Oz to online and mobile platforms production team led by Ellen Rakieten, • Supported by the first-rate SPT sales, EVP Creative Development and Harriet marketing and promotion team that has Seitler, EVP Marketing and Development kept Seinfeld at the top of the ratings 3 RECOGNIZED THE ENORMOUS POTENTIAL IN • WORLD CLASS CREDENTIALS H arvard University, University of Pennsylvania (MD, MBA); Professor Cardiac Surgery, Columbia University. Performs hundreds of successful heart surgeries per year, Founder, HealthCorps., dedicated to educate youth and families around the world. • PROVEN SUCCESS Author of best-selling books and numerous articles; holds patents on heart-valve pumps that have saved thousands of lives. • IN-DEMAND Sought-after expert for television, radio, publishing and online. • RELATABLE Married, father of four who is easy-to-understand, engaging and charismatic. • Promotes “LIVING THE BEST Life Possible” A favorite topic of Oprah’s. On January 30, 2004, Dr. Oz debuted on the Oprah Winfrey Show — and the results? 4 A PHENOMENAL DEBUT ON THE OPRAH WINFREY SHOW HOUSEHOLDS WOMEN 18-49 4.8 8.1 4.3 +12% Oprah Dr. OZ 6.7 average on Oprah +21% WOMEN 25-54 5.4 5.0 +8% Oprah Dr. OZ Oprah Dr. OZ average on Oprah average on Oprah This strong performance led the way to many more successful Oprah appearances… Source: NSS, GAA%; 2003/04 Dr. Oz = 1/30/04 (inside the Human Body) 5 DR. OZ EPISODES SPIKE OPRAH’S RaTINGS A sampling of Dr. Oz Episodes compared to the average performance of Oprah in their given week RANK WOMEN AMONG EPS WEEK OF HOUSEHOLDS 25-54 IN WEEK 8/29/05 Insiders’ secrets to make you younger & healthier +17% +10% #1 9/6/05 A special report from the Katrina Catastrophe +57% +69% #1 5/1/06 Dr. Oz’s “90-day live longer, feel younger” plan +15% +16% #1 10/9/06 Dr. Oz answers your most embarrassing questions +21% +27% #1 10/30/06 The Dr. Oz Diet +14% +15% #1 1/8/07 Dr. Oz answers your most embarrassing questions +15% +9% #1 2/12/07 Ask Dr. Oz – Feb 13, 2007 +12% +19% #1 4/23/07 Ask Dr. Oz – April 26, 2007 +13% +11% #1 5/14/07 Take the Dr. Oz Health Quiz +17% +10% #1 5/21/07 Ask Dr. Oz – May 21, 2007 +23% +21% #1 6/11/07 Dr. Oz answers your most embarrassing questions +15% +8% #1 7/23/07 Dr. Oz answers your burning weight loss questions +20% +26% #1 8/20/07 The #1 killer of women revealed +16% +5% #1 8/27/07 Dr. Oz’s “90-day live longer, feel younger” plan +20% +24% #1 9/17/07 The truth about food with Dr. Oz and Bob Greene +13% +10% #1 10/1/07 330 men ask Dr. Oz +16% +14% #1 10/8/07 Jessica Seinfeld’s delicious secret, with Dr. Oz +19% +20% #1 10/29/07 Dr. Oz on aging: how to turn back time +10% +16% #1 12/3/07 Ask Dr. Oz – Dec 3, 2007 +17% +21% #1 12/17/07 Ask Dr. Oz – Dec 17, 2007 +31% +26% #1 1/21/08 Dr. Oz on the latest secrets to quit smoking +16% +12% #1 2/4/08 Dr. Oz reveals the ultimate checklist for great aging +19% +20% #1 3/3/08 The truth about food with Dr. Oz and Bob Greene +25% +26% #1 5/26/08 Dr. Oz investigates the man who turned blue +14% +20% #1 6/2/08 Medical miracles: A Dr. Oz Report +5% +4% #1 Source: NSS, GAA%; Dr. Oz episodes vs. non-Oz episodes in the given week 6 DR. OZ LIFTS OPRAH’S AVERAGES Source: NSS, GAA%; 2003/04-2007/08, avg. of each season Dr. Oz = original episodes 7 DR. OZ OUTPERFORMS CURRENT TALK SHOWS THIS SEASON Dr. Oz episodes on Oprah in 2007/08 vs. all current talk shows: HOUSEHOLDS WOMEN 25-54 DR. OZ 5.7 3.7 Oprah 5.4 3.5 Dr. Phil 4.5 2.6 Regis & Kelly 2.9 1.6 Maury Povich 2.2 1.4 Ellen 2.1 1.3 Rachael Ray 2.0 1.2 Montel 1.5 1.0 Jerry Springer 1.4 0.8 Tyra Banks 1.1 0.8 Martha Stewart 1.0 0.6 Mike & Juliet 1.0 0.7 Steve Wilkos 0.9 0.6 Source: NSS, AA/GAA%; 2007/08 Dr. Oz = All 2007/08 Oprah episodes 8 DELIVERS UNPRECEDENTED REPEATABILITY THIS SEASON % REPEATABILITY HOUSEHOLDS WOMEN 18-49 102% 83% 100% Oprah Dr. OZ average episodes 86% WOMEN 25-54 97% 82% Oprah Dr. OZ Oprah Dr. OZ average episodes average episodes Underscoring the strength of the Dr. OZ appeal Source: NSS, GAA% repeats vs. original telecasts Dr. OZ episodes, 2007/08, through May ‘08 9 THE OPRAH ADVANTAGE a PROVEN LAUNCH PLATFORM Launching the highest-rated talk show in the past 10 years DEBUT FIRST DEBUT FIRST YEAR NOV HH YEAR NOV HH DR. PHIL 2002 4.5 Rob Nelson 2002 1.1 Rachael Ray 2006 2.1 Iyanla 2001 1.1 Martha Stewart 2005 1.8 The Other Half 2001 1.1 Roseanne Show 1998 1.8 Dr. Joy Browne 1999 1.1 Tyra Banks 2005 1.7 Martin Short 1999 1.1 Ellen 2003 1.6 Caroline Rhea 2002 1.0 Sharon Osbourne 2003 1.6 Keith Ablow 2006 1.0 Jane Pauley 2004 1.5 Home Delivery 2004 1.0 Ambush Makeover 2004 1.4 Ali & Jack 2003 1.0 Tony Danza 2004 1.4 Starting Over 2003 1.0 Howie Mandel 1998 1.4 Wayne Brady 2003 1.0 John Walsh 2002 1.3 Mike & Juliet 2007 0.9 Dr. Laura 2000 1.3 Steve Wilkos 2007 0.9 Housecalls 2000 1.3 Dreammaker 1999 0.9 Leeza 1999 1.3 Larry Elder 2004 0.8 Ananda Lewis 2001 1.2 Megan Mullally 2006 0.8 Queen Latifah 1999 1.2 Bonnie Hunt 2008 NA Good Day Live 2003 1.1 The Doctors 2008 NA Source: NSS, AA/GAA%; Novembers, as dated, 1998-2007 10 OPRAH SUCCESSFULLY LAUNCHED DR. PHIL AND HAS IMPROVED ON THE FORMULA FOR l Discovered by Oprah l Developed by the Award-Winning Oprah Production Team l Appeared in numerous episodes on Oprah for several years to build skills and establish an audience IN LAUNCHING DR. PHIL, THE TEMPLATE FOR SUCCESS waS SET AND DR. OZ IS BENEFITING FROM THIS EXPERTISE 11 ON OPRAH, DR. OZ DELIVERS HIGHER RATINGS THAN DR. PHIL HOUSEHOLDS WOMEN 18-49 4.4 4.1 +7% Dr. OZ Dr. OZ 7.5 Dr. Phil advantage on Oprah on Oprah 6.7 +12% Dr. OZ WOMEN 25-54 advantage 5.2 4.6 +13% Dr. Phil Dr. OZ Dr. OZ on Oprah Dr. Phil Dr. OZ advantage on Oprah on Oprah on Oprah Source: NSS, GAA%; average of each season, original episodes Dr. Phil = 1997/98-2001/02 Dr. Oz = 2003/04-2007/08 12 DR. OZ LIFTS OPRAh’s RATINGS BETTER THAN DR. PHIL Source: NSS, GAA%; season average originals vs. corresponding Oprah seasons Dr. Phil = 1997/98-2001/02 Dr. Oz = 2003/04-2007/08 13 • All of these subjects will be explored in an upbeat, THE SHOW entertaining style through Dr. Oz’s unique viewpoint. • And Dr. Oz has access to A-List Experts from around • Will present a broad range of topics based on the world offering a variety of viewpoints and cutting Health & Wellness, including relationships, weight loss, edge information. nutrition, staying young, parenting, money, fitness and Leading the development will be Ellen Rakieten, looking your best, empowering viewers with all kinds of • EVP Creative Development for Harpo Productions and valuable information. This is television your viewers need. former Oprah Executive Producer, who guided the • Each show will be multi-topic, multi-segment. show to its highest-rated seasons of the decade; and Harriet Seitler, EVP Marketing and Development who Dr. Oz will deliver topical newsworthy information, • has launched some of the most successful promotions inspiring stories and signature segments like: in Oprah show history and developed the highly Ask Dr. Oz successful Oprah.com. Live Longer, Feel Younger Plan Dr. Oz Report 14 “One of the 100 Most Influential People in the World.” — Time Magazine April 25, 2008 15 HEALTHY LIVING IS FOREMOST ON THE MINDS OF THE AMERICAN PUBLIC • 91 MILLION interact with health-related websites • Nearly 80% of adults are actively each month – compared to last year: seeking out health information • Women, and especially daytime viewers, are the most likely to do so: +14% +11% INDEX NUMBER OF USERS AVERAGE TIME WOMEN 18-49 141 ON SITES • And Dr.
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