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LAUNCH IN LATIN AMERICA
COMMUNICATIONS ACTIVITY REPORT – DECEMBER 2010
EXECUTIVE SUMMARY
On Wednesday, October 20, 2010, Liv, the new entertainment network of Discovery Networks in
Latin America launched exclusively one of the most awaited and sought after series in television:
HAWAII FIVE-0.
HAWAII FIVE-0 is a contemporary take on the classic series about a new elite federalized task
force whose mission is to wipe out the crime that washes up on the Islands' sun-drenched
beaches. Detective Steve McGarrett (Alex O'Loughlin), a decorated Naval officer turned cop,
returns to Oahu to investigate his father’s murder and stays after Hawaii’s governor persuades
him to head up the new team. Joining McGarrett is Detective Danny “Danno” Williams (Scott
Caan), a newly relocated ex-New Jersey cop who prefers skyscrapers to the coastline but is
committed to keeping the Islands safe for his 8-year-old daughter; and Chin Ho Kelly (Daniel Dae
Kim), an ex-Honolulu Police Detective wrongly accused of corruption and relegated to a federal
security patrol, who is also a former protégé of McGarrett’s father. Chin’s cousin, Kono (Grace
Park), is a beautiful and fearless native, fresh out of the academy and eager to establish herself
among the department’s elite. Peter Lenkov, Alex Kurtzman and Roberto Orci are executive
producers for CBS Television Studios.
The promotional efforts surrounding the launch of HAWAII centered on the coordination of a
three-phase PR campaign that included a main acquisition announcement on July 26, a press
junket in Hawaii (September 12 and 13), simultaneous press screening events in Argentina,
Brazil, Colombia and Mexico (early to mid October), conference calls with actor Al Harrington
(October 14) and executive producer Roberto Orci (October 19). Activities in support of the
launch concluded on premiere day (October 20) with a special visit to top radio stations across
the region delivering leis (flower garlands), Hawaiian cookies and pizzas, along with a H50 media
alert and a copy of the famous Hawaii Five-0 music theme that many stations played during the
day. This was done to get listeners to think about the show as they went about their daily
business.

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MEDIA RELATIONS SUMMARY
1. Number of clips:
Following the activities detailed above, 341 clips were captured surrounding the launch of
Hawaii Five-0 on Liv. These include hits generated in radio, open TV, and regional newspapers.
2. Circulation:
To December 3, print date of this report, an overall circulation of 245,803,175 had been
reached for Hawaii Five-0 across the region (Argentina, Brazil, Chile, Colombia and Mexico).
3. Media value:
We also estimate that the media coverage garnered to date has a value USD$$1,234,267
CAMPAIGN DETAILS:
PHASE 1 – ANNOUNCEMENT – JULY 26
 First announcement
For this very first announcement of the acquisition of HAWAII Liv took full advantage of the
opportunity to position itself as a NEW entertainment network. Also, the news of the acquisition
of a new action series that also had equity and a place in the memory of the press and the
general public spoke volumes about the variety of the network’s programming line up. To that
respect, as part of this same announcement, Liv also publicized the acquisition of Blue Bloods
another new police series from CBS, as well as the suspense series Dexter and the comedy
Frasier, all of which will premiere in the network throughout 2011.
PHASE 2 – PRESS JUNKET IN HAWAII – SEPTEMBER 12 AND 13
Getting press closer to the characters of our shows always proves to be extremely effective and
this was no exception. Working with the PR department of CBS Studios International, we were
able to secure Latin American presence at a press junket and world premiere event for HAWAII
(Sept. 12 and 13) in Waikiki where selected, top entertainment media from the region was
invited to meet the cast and production ensemble of the show.
Media invited to this activity included:
 Reforma Newspaper (Mexico)
 Record Newspaper (Mexico)
 Clarin Newspaper (Argentina)
 Milenio Newspaper (Mexico)
 Folha de Sao Paulo Newspaper (Brazil)
 Monet Magazine (Brazil)
 TV y Novelas Magazine (Colombia)
Below some images of the screening event in Waikiki.

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HAWAII FIVE-0 WORLD PREMIERE IN WAIKIKI, SEPTEMBER 13, 2010
PHASE 3 – PRESS SCREENING EVENTS – OCTOBER 5, 12 AND 13

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To round up our activities in support of the premiere of HAWAII and get the press very excited
about the show, we organized a series of screening events to give them an opportunity to view it
before its official broadcast on Liv. Sample of the invitation below:

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Brazil Event: On October 5th
22 journalists and clients gathered at Kinoplex movie
theater inside Vila Olimpia mall in São Paulo. Media in attendance included O Estado de
S.Paulo, UOL Televisão, Tela Viva, Monet, Prop&Mark and Sci-fi News among others.

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Mexico: On October 12, 26 top media outlets were invited to a luau held at Parada 54, a local
club in Mexico City’s exclusive Polanco area. Media in attendance included Reforma, El
Universal, Excelsior, Notimex, and Canal 40 among others.

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Argentina: On October 13, an event held at Objeto A in Buenos Aires’ Palermo district was
attended by 25 journalists and 6 ad sales clients. Among them La Nación, Perfil, Popular, La
Prensa, Crónica, Agencia DYN, Agencia Ansa, Revista Vanidades and Revista Tendencias.

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Colombia: Lunch event at Kong restaurant in Bogota on October 13 was attended by 24 media
outlets such as El Tiempo, Semana, Tv y Novelas, Gente, RCN Tv and Cablenoticias among
others. Event also had some ad sales clients present.

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PHASE 3 – CONFERENCE CALLS
AL HARRINGTON - OCTOBER 14
(BEN KOKUA, HAWAII FIVE-0 ORIGINAL SERIES)
MEDIA IN ATTENDANCE:
ROBERTO ORCI - OCTOBER 19
(EXECUTIVE PRODUCER OF MEXICAN ORIGIN)
MEDIA IN ATTENDANCE:
Chile REVISTA WIKEN (Mercurio
Newspaper)
Brazil VEJA.com
Mexico Excélsior
Colombia La Hora del Regreso (W
Radio, Caracol Network)
ARGENTINA La Nación
Newspaper
CHILE Mercurio
Newspaper
BRAZIL O Globo Newspaper
BRAZIL SciFi Magazine
MEXICO Excelsior
Newspaper
MEXICO 40 Principales –
radio interview

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SAMPLES OF THE TOP COVERAGE RECEIVED IN MARKET:
ARGENTINA
CLARIN

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CHILE
MERCURIO

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BRAZIL
FOLHA DE SAO PAULO

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COLOMBIA
EL TIEMPO

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MEXICO
REFORMA

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PRESS MATERIALS:
All press materials in support of the launch of HAWAII were compiled in the press kit below,
which also included a CD and a DVD assortment of the first episodes of some of Liv’s premiere
series such as The Tudors 4 and Happy Town. The kit’s intent was to promote HAWAII and
showcase the variety of programming on Liv.

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ADDITIONAL ACTIONS – RADIO VISITS
On premiere day, October 20, our PR representatives visited top radio stations in key markets
delivering Hawaiian cookies and pizzas to radio personalities. The delivery was accompanied by
leis (flower necklaces) as well as a CD with the H50 music theme and a media alert. Many radio
stations welcomed the gesture, talked about the show and played the music. In Mexico, there
was a radio trivia promotion involving i-Pods that were given away to listeners.
Sample of Hawaiian cookie delivery (Colombia)
Pizza deliveries in Buenos Aires, Argentina

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