Fox News in Front With Cable’s State of the Union Ratings

NEW YORK — Roughly 9.3 million viewers watched President Obama’s State of
the Union address on the cable-news networks last Tuesday (Jan. 24), with
Fox News Channel setting the pace with the largest audience and the most
watchers in the target demo.

Fox News averaged 3.81 million viewers on Jan. 24 with the 2012 SOTU from
9:11 p.m. through 10:16 p.m. (ET), according to Nielsen data, a total that included
1.14 million adults 25 to 54.

MSNBC placed second, almost 1 million behind with nearly 2.82 million watchers,
but finished third in the so-called news demo, tallying 818,000 adults 25 to 54
during Obama’s speech. CNN was third in the SOTU viewer count with 2.67 million
watchers, but finished second in the demo with 1.05 million of those watchers.

During the speech analysis and the Republican response segments that followed,
Fox News Channel saw upticks with both viewers and against the target
demo. Fox News posted 4.25 million viewers overall, including 1.3 million adults 25
to 54 during its analysis coverage from 10:16 through 10:28 p.m., versus 2.73 million
and 768,000 for MSNBC and 2.65 million and 1.05 million for CNN.

— Mike Reynolds

History Touts ‘Swamp People’ With First National Super Bowl Spot

NEW YORK — History will make some marketing history of its own with its first national
Super Bowl ad on Feb. 5.

Produced in-house, the 30-second national spot, running in the fourth quarter of
Super Bowl XLVI in Indianapolis, will put the spotlight on the network, as well as the
third season of Swamp People, the reality series chronicling life around the Atchafalaya
Swamp, debuting Feb. 9 at 9 p.m. (ET). After its bow in the Big Game, the
“This Is Your Boss” promo will air on other paid media outlets, as well as on A&E
Networks’ channels.

In “This Is Your Boss,” History takes viewers into the heart of the Atchafalaya
Swamp deep in Louisiana — for a swamp’s eye view, if you will — of “just another
day at the office.” It’s a “no guts, no gator” environment, where this boss sports a
very large set of teeth and isn’t accustomed to taking no for an answer.

“This is a great moment for History,” network president and general manager
Nancy Dubuc said in a statement. “Swamp People is one of our most successful
shows — season two averaged 4.1 million total viewers, which was a
32% increase over season one. This is a great way for Americans to get back
into the ‘swamp’ of things prior to the new season!”

— Mike Reynolds

Outdoor Channel Names Hornish CEO

TEMECULA, CALIF. — Outdoor Channel named long-time executive Thomas Hornish
president and CEO, effective Feb. 1, replacing Roger Werner, who will become

Hornish, 52, has served as the company’s general counsel since December
2004, executive vice president of corporate development since February 2006
and chief operating officer since March 2007. Prior to joining Outdoor Channel,
he served as “of counsel” with Paul, Hastings, Janofsky & Walker, an international
law firm. Prior to that, he was an associate attorney with Brobeck Phleger
& Harrison, beginning in 1996.

According to filings with the Securities and Exchange Commission, Hornish
will receive $450,000 in annual salary in his new post and will be eligible for
an annual performance bonus of up to 70% of his base salary. Hornish will also
receive an incremental award of 150,000 shares of restricted stock on Feb. 1.

Werner, 61, has served as president of Outdoor Channel since 2006 and as
CEO since 2007. During his tenure, the channel increased its number of subscribers
by 25%.

— Mike Farrell

Hallmark Channel Eyes Marie Osmond for Daytime Show

STUDIO CITY, CALIF. — Hallmark Channel is in negotiations with Marie Osmond to
launch a show on its daytime lineup.

The channel said Osmond would host a lifestyle show, though it had no further
details about the proposed format. She currently appears in a Las Vegas variety
show with her brother Donny Osmond.

The news follows reports earlier this month that Hallmark would not renew daytime
talker The Martha Stewart Show, with new episodes set to end in May and
repeats running through the summer. That would leave a spot for Osmond’s show
to join the lineup in the fall, though a network spokesperson said the fall schedule
has not yet been determined.

— Andrea Morabito, Broadcasting & Cable