Outlook covers these industry segments:

Internet access spending: wired and mobile Internet advertising: wired and mobile TV subscriptions and license fees Television advertising Recorded music Filmed entertainment Video games

Consumer magazine publishing Newspaper publishing Radio and out-of-home advertising Consumer and educational book publishing Business-to-business publishin

Interview with Nicklas Kullberg, PWC Sweden

We also had the chance to speak to Nicklas Kullberg, responsible for the Entertainment & Media industry of PwC Sweden about the to - be released publication. Below you will find the text of the quick EMail chat:

SIME(S): Can you tell us what exactly is the purpose of the launch of Outlook?  What kind of businesses do you think would need the information in the Outlook? And how relevant are they?

Nicklas (N): The Outlook helps companies and analysts to obtain up-to-date and relevant information of historical data and also forecasts for the coming five year for different segments of the media industry. We are very excited to notice that many media companies refer to our report in their business plans and the release of our Outlook is extensively covered by press throughout the world. The Outlook gives valuable help for companies that consider moving into new countries or into new segments of the industry to take opportunity of the dramatic change in the media landscape.

S: You released an Outlook version for 2008 - 2012 last year, covering similar segments. Which segments have seen dramatic changes in numbers in this publication compared to the last?

N: As we have prepared this year’s Outlook, the full extent of the international financial crisis, the shortage of credit and the cutbacks in consumer spending has yet to be determined. It is not clear whether and to what degree the various stimulus packages will change the slide. We do however know that the global economy is more interrelated than ever and that developments in one country can quickly affect others. We have seen that the economic downturn has not changed the underlying economic factors for digital but influenced the timing of the industry change. We see new consumption habits feeding through to revenues in emerging areas like mobile access, digital music and video games which we believe will be growth segments in the future. As the emerging digital behaviors become more dominant among consumers, a new generation of ad-funded revenue models will emerge, seeking to reflect and capitalize on the evolving consumption habits. In the short-run, we project a dramatic down-turn for segments such as TV-advertising and magazines as well as newspaper and business-to-business publishing. By 2011, several segments will have consolidated, the least loyal customers will have already left to be replaced by higher-quality products valued both by consumers and advertisers

S: Where do you get the data from? How credible are these sources?

N: We gather historical data from external sources such as government agencies, trade associations and other related entities. In instances where the information is used indirectly, the sources are proprietary. The forecast information is based on forecast scenario models based on factors such as economic, demographic, technological, institutional, behavioral and competitive. Since we have now produced forecasts for the media industry for 10 years in a row, we are confident that the sources we use are reliable. To our help in gathering the data, we use Wilkofsky Gruen Associates that is a well-reputated US based research and analyst firm.

S: And where can the people purchase the report? Is there a preview / sample available before purchasing the actual document?

N: To order a copy of the full 600-plus-page edition, please visit www.pwc.com/outlook. If you want to have a preview of the book, you can send a request to me at nicklas.kullberg@se.pwc.com.

We thank Nicklas for his time, and we at SIME are curious to take a glance at the report for more than a couple of reasons!