Helsinki, June 8, 2004

1. WORLD PREMIERE - “BARCELONA: 1.000 DAYS TO THE FUTURE ” Helsinki, June 8, 2004

2. PRESENTATION SCHEME 1. Introduction 2. Concept 3. Objectives/client’s needs 4. Strategies 5. Key messages 6. Activities 7. Timing 8. Budget 9. Results/PR generated 10. Evaluation 11. Client’s opinion

3. 1. Introduction • 1st “Forum Universal de las Culturas”, a global event about main topics of mankind: Barcelona (Spain) May 9 to Sep 26. • To host Forum, city required major works and reconstruction of degraded Seafront, a $2.2 billion super-structure, turning into a new emblematic zone. • Discovery: main partner of Forum demonstrating vision and opportunity. LUCA recommended partnership to prove Discovery believes in Spanish market. • Discovery distributed in Spain through Digital+, and local cable operators. Potential audience in Spain 2 million. High reputation but not big awareness nor local production.

4. 2. Concept • “Barcelona: 1000 Days To The Future”, is a special Discovery Channel program showing huge reconstruction that should have lasted 5 years but was completed in 3 • To be broadcast in 155 countries and 34 languages. Potential estimated audience of 1 billion • Challenge: create, define and organize a world premiere event and a press conference to present the program

5. 3. Objectives/ Client’s needs • Discovery wanted to take the opportunity to create the most important event to date in Spain, generate increasing brand awareness and high PR value. • Discovery needed to reinforce position as leader in real-world entertainment, show value / quality of its grill and local content. • Need also to increase brand awareness and PR via media impact to support sales in Spain.

6. 4. Strategies 1/2 •  LUCA worked to create and organize an event to generate widest media awareness, involving VIPs, opinion leaders and influentials. • Worked closely with public entities in Barcelona to reach bigger and influential audiences. • “Barcelona: 1000 Days To The Future” was the first event at Auditorium, the main building of Forum, designed by the famous Swiss studio Herzog & de Meuron, before its official opening May 9.

7. 4. Strategies 2/2 • LUCA convinced Discovery to move from typical screening - press conference event with 70 / 80 people to a large premiere for 3,200 people • With a separate Press Conference with Mayor of Barcelona, public authorities and CEOs for a limited audience (media and VIPs) • LUCA coordinated all public and private entities participating and acted as the event managers.

8. 5. Key messages • Discovery has special commitment with Spain. Wishes to focus on projects of special social, cultural and economic relevance • Discovery is interested in co-producing local stories with local partners to create high standard documentaries around the globe • This concrete production is being broadcast to 155 countries in 34 languages to reach over 1 billion viewers.

9. 6. Activities 1/2 • Creation of the concept and event design • Research / Prospection / Co-ordination: meetings, discussions with parties involved (Forum, Discovery, co-producers) to agree on concept, design, venue, participants, logistics... • Production of C.I. tools and materials: invitations, video, signage, photography, press kit, posters, CD-ROM, etc.

10. 6. Activities 2/2 • Invite monthly / weekly media from Spain and Portugal to visit Forum (1 month before event) to meet editorial closing dates. • Design, organization and management of premiere and press conference, in co-ordination with Forum and co-producers. • Co-ordination of messages to disseminate, contacts to participate and follow-up of speakers. • Information dissemination to national, regional and local media.  • Analysis of results, evaluation of event and ROI.

11. 7. Timing • January – May 2004 • 8. Budget • Total: 45,000 €

12. 9. Results/ PR generated Qualitative • First large event at Forum before official opening by King & Queen, Prime Minister, President of Catalonia, Mayor of Barcelona • Great expectation generated: “full attendance” at the Auditorium • Great impact of the programe to all attendants • Most important Discovery event in Spain so far • Excellent media coverage, wide and very positive awareness • Discovery managed to win relevant presence in Forum project, and in the media • New potential business opportunities for Discovery in Barcelona

13. Quantitative • 3,200 VIPs, opinion leaders, influentials and media attendants • More than 60 journalists (dailies, magazines, trade,TV, radio stations) and 70 guests / opinion leaders attended • 60news and articles in newspapers / magazines • 7 clips on TV • Over 10,000,000 readers and a TV audience of 6,000,000

14. 10. Evaluation • Total estimated editorial Value (April - May): 212,000 € • Total estimated TV value: 267,000 € • ROI: € 479,000  45,000 = 10.6 11. Client opinion “We believe we have really set up a new phase in Discovery's positioning and awareness in Spain with Barcelona: 1000 Days To The Future, and the current Forum project, as well as opened new ways for future endeavors. We want to praise the great efforts made by all the team involved and in particular congratulate LUCA in what has been a highly complicated project conducted in a very professional way with excellent results” Daisy Delgado - Director of Communications Discovery Networks Latin America/Iberia

15. Thank you very much !