Having already scored on Sunday and Monday nights, VH1 is looking to draw its core 18-to-49-year-old audience to Thursday nights with a new batch of its original pop-culture programming.
Last Wednesday, the network announced a new slate of originals — some of which could eventually debut in primetime on Thursdays.
The 92 million-subscriber network has established itself as a ratings force on Sundays with its block of “Celebreality” shows like Flavor of Love, Charm School and Hogan Knows Best. Through June 17, the network averaged 1.3 million total viewers on Sunday nights in 2007 and a 0.8 rating against the network's key 18-to-49 demo — a mark VH1 officials say ranks fifth on basic cable in primetime.
VH1 also flexed its ratings muscle on Mondays earlier this year, with the launch of the Flavor of Love spinoff I Love New York. The reality show, which aired from Jan. 8 to April 2, averaged 3.9 million total viewers and a 2.1 rating among the 18-to-49 demo.
While the Thursday programming-block experiment will begin July 26 with the debut of new scripted series I Hate My 30s and The Wedding Show, Brian Graden, president of entertainment at MTV Networks Music Group and Logo, said VH1 has not committed to any future show launches on Thursdays.
“What's good news for us is that we have enough primetime destination content that we could either program two nights year round or three nights,” he said.
Whether it's Sundays, Mondays or Thursdays, Graden said he's confident that VH1 will continue to successfully draw the advertiser-coveted viewers to the network.
“We've been able to hit upon the right positioning and to tap into the collective fascination with all things music and pop that defines our generation,” he said.
Among the new series slated to debut in fourth-quarter 2007 or early next year include:
The Salt 'N' Pepa Show, a look at the lives of the 1980's female rap group as they look to reunite on and off stage; America's Most Smartest Model, a reality competition series that puts the intelligence of 14 models to the test; Click!, a reality series that seeks to find the next great photographer; and Danny Bonaduce's Child Star, a competition series hosted by the former The Partridge Family cast member that will look for the next Hollywood child star.
Also on the docket: Free Radio, a half-hour improvised comedy where the worlds of celebrity, mediocrity and talk radio collide; Lords of the Revolution, a documentary series that profiles the nonconformist heroes and anti-heroes of the 1960s and 1970s; and Old Skool With Terry and Gita, a half-hour weekly series starring septuagenarian performers Terry Moore and Gita Hall as they explore the hottest topics in pop culture.