TV Asahi Corporation : ¦2012 New Year Message to Employees from President Hiroshi Hayakawa (Summary)(January 4, 2012)(January 20, 2012)

We were able to start the new year with very bright news again this year. The audience rating during the New Year holidays (Jan.1st to Jan. 3rd ) was 16.5% for golden-time and 16.5% for prime-time, placing us at the top for three consecutive years and the audience rating during the turn of the year week (Dec. 27th to Jan. 2nd) was 14.5% for golden-time and 14.7% for prime-time placing us at the 1st position for the first time since the launch of this station. For the monthly audience rating of December, we also achieved a splendid result obtaining 13.2 % for prime-time and 9.6 % for prime-2. I am very proud that we were able to show the strength of our contents production ability during this time of the year when all stations are committed to bring about the best they have.

In addition to this, the movie "Partners, the Movie II", which premiered on December 23rd, has achieved a brilliant result of 1.4 billion yen box-office revenue with 1.17 million audience in twelve days as of January 3rd.

In 2011, terrestrial broadcasting will be completely digitalized. TV Asahi will be reborn as Channel 5 to start its new history. However, the television industry and the environment that surrounds TV Asahi are changing at vigorous speed, and the embarking won't come easy. As we buckle up for the launch of the new page in our history, we have envisioned the future of TV Asahi in our statement entitled "TV Asahi Digital 5 Vision". It clearly states our goal, that is "to become a top group of comprehensive contents company in Japan" by making full use of our strength, establishing a unique position that stands out as being different from other stations, and maximizing our business with our contents as its core.

In order to realize this goal, we have set up five strategic goals:

1. Aim to be at the top position in prime-time and prime-2, and to be in the top group in all-day respectively in the household audience rating of the terrestrial broadcasting by the end of the fiscal year 2013.
2. Maximize the advertisement revenue and at the same time establish an innovative business scheme in the field of advertisements.
3. Make a united company-wide effort to move forward with contents development, and to increase non-advertisement revenue.
4. Increase group business efficiency and strengthen our competitiveness.
5. Reform personnel system and corporate culture so as to create a vigorous TV Asahi group.

So let us make a company-wide all out effort to achieve the strategic goals set forth in the "Digital 5 Vision". Our goal is "to become a top group of comprehensive contents company in Japan" by February 2014 when we celebrate our 55th anniversary of the launch of our station. The big aim for us this year is to build a firm foundation to charge onto this ultimate goal. So let us start the new year 2011, the "the first year of digitalization" and "the first year of TV Asahi as Channel 5" with renewed vigor backed by the splendid audience rating that we have just achieved in the turn of the year results as we welcomed the coming of this grand new year.