The Matrix Provides Demo Win for TNT

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A three-play of The Matrix materialized into industry-leading
primetime viewing among key adult demographics for Turner Network Television
last week.

TNT was first among adults 18 through 34 (533,000), 18 through 49 (1.11
million) and 25 through 44 (1.10 million) March 18 through 24 -- a performance
that was driven by primetime airings of The Matrix March 22, 23 and 24 --
according to a Turner Entertainment Research analysis of Nielsen Media Research
data.

The Keanu Reeves-starrer, which attracted some 30 million viewers during its
initial three-play weekend in December, was basic cable's top movie for the
week.

USA Network was second in primetime among all three of the adult demos for
the week, with MTV: Music Television, TBS Superstation and Lifetime Television
finishing third in the respective groupings.

TBS wore the total-day crown among adults 18 through 34 (289,000), while
Lifetime led among adults 18 through 49 (556,000) and 25 through 54
(629,000).

On a household basis, the Turner analysis ranked Lifetime first with a 2.1
rating, followed by Nickelodeon's 1.8 and USA, TNT and Cartoon Network in a tie
for third at a 1.7.

Rounding out the top 10: TBS at a 1.4, A&E Network at a 1.3, Fox News
Channel at a 1.2 and Discovery Channel and TNN: The National Network, both with
a 1.1. Cable News Network placed 14th at a 0.8 average.

Per usual, TNN's two hours of World Wrestling Federation Entertainment Inc.
fare Monday night (March 18) set the top-programming paces among households,
with the second hour pinning a 5.4 rating and its predecessor a 5.2.

MTV's Tuesday-night duo of Real World XI (3.9) and The
Osbournes
(3.6) were third and fifth. Nick's SpongeBob SquarePants
series continued to score big, claiming four of the top 10 positions.

FX's second installment of its crooked-cop series, The Shield, was
fourth with a 3.7 average March 19. E! Entertainment Television's pre-Academy
Awards coverage crashed the top-10 party, averaging a 3.6 from 6 p.m. to 8 p.m.
March 24.

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