New York — There were props
aplenty at Oxygen’s upfront presentation
here April 6.
NBC Universal’s service targeted at
women used the props as visual focal
points for new additions to a lineup
that will grow original productions by
35% in 2010, and accompany the fifth
season of Tori & Dean: Home Sweet
Hollywood; a fifth campaign of Bad
Girls Club, this time in Miami; and the
sophomore swing of Dance Your Ass
Off , scheduled to bow June 7.
Amy Introcaso-Davis, senior vice
president of programming and development
for Oxygen, introduced
two of the principals from Diane &
Co., an over-the-top Garden State
dress shop, as
they sat amidst a
number of their
balcony, two women struggled to
keep their heads and coifs upright
for Hair Battle Spectacular. One had
a large yellow Oxygen logo in her hair
while the other had the show’s name
in hers; both were spiked by combs
attached to their heads.
Docuseries House of Glam, orbiting
celebrity image agency B Lynne
Group, and a project about the women
behind media mogul Russell
Simmons are also on tap for 2010.
Illustrating the green-lighting of
a pilot for Tori and Dean Weddings
Tori Spelling and husband Dean
McDermott stood atop a 15-foot,
four-tier wedding cake.
Above it all were strewn gigantic
silver baubles — a lipstick canister,
pacifier, wedding band, heart brooch
and credit cards — emblematic of the
channel’s young, upscale and transactional
“Generation O” viewers. Last
year, Oxygen scored a 15% rise in national
ad sales, and a 115% gain on
the digital side, as 67 new advertisers
committed to Oxygen Media. Thus far
in 2010, the tally is at 28.