Bravo Performance/Schedule Analysis - October 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of November 24, 2008)

TARGET DEMOGRAPHIC:

Adults 18-49 & 25-54. 56% of Bravo's prime audience is 18-49 and network skews slightly female. Bravo decided to shift their sales focus from adults 25-54 to adults 18-49.

OCTOBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

LAW & ORDER: CI, PROJECT RUNWAY, TOP DESIGN, TABITHA'S SALON TAKEOVER, RACHEL ZOE PROJECT, REAL HOUSEWIVES OF ATLANTA, TIM GUNN'S GUIDE TO STTYLE

SCHEDULING STRATEGIES:

Bravo announced plans to increase its programming hours by 45%, adding a fourth night of programming on Mondays and introduces a slate of new and returning series to its lineup.

Bravo's third night of original programming on Thursdays is a perfect opportunity to build on the cabler's success programming of docudramas on Tuesdays and competition reality fare on Wednesdays. Bravo continues to thrive and attract viewers that are passionate and can't get enough of five affinity groups: fashion, food, design, beauty and pop culture.

Another strategy that Bravo does is they marathon (repeat airings). Repeats of original programs, reruns of network series, reality shows and movies. And by doing so, this model has allowed them to draw in more viewers without producing a lot of new programming.


PROGRAM/SCHEDULE CHANGES:

SEPTEMBER - OCTOBER 2008:

PREMIERES:

**September 3rd - TOP DESIGN season #2 at 10pm
**October 2nd - TIM GUNN'S GUIDE TO STYLE (season #2) at 11pm, therafter moving to Thursdays at 10pm.
** October 7th - REAL HOUSEWIVES OF ATLANTA at 10pm.  Thereafter, airs in regular time slot on Tuesdays at 9pm.
** October 24th - SWINGTOWN (off CBS acquisition, 13 eps)

FINALES:

** September 9th - MILLION DOLLAR LISTING at 10pm

NOVEMBER AND BEYOND:

PREMIERES:

**November 3rd - FIRST CLASS ALL THE WAY
**November 12th - TOP CHEF (season #5) at 10pm
**November 25th - REAL HOUSEWIVES OF ORANGE COUNTY
**1st quarter 2009 - MAKE ME A SUPERMODEL (season #2)
**January 8th - MILLIONAIRE MATCHMAKER

FINALES:

** November 10th - TOP DESIGN at 10pm

YEAR AGO/BIG PICTURE:

As compared to a year ago October '07, Bravo had substantial growth in all key demos including 18-49 & 25-54 on many nights.Overall share and delivery was up +60% and +76%, respectively.Delivery for Adults 18-49 was up +91% and Adults 25-54 was up +75%.The Bravo movie was up +40% in share overall.In addition, Bravo boasts 15 original series with one or more original telecasts with more than one million total viewers year-to-date, versus nine series in 2007 to- date.

NOVEMBER 2008 MONTHLY PRIMETIME RATINGS ANALYSIS:

The overall primetime average for ratings, share and demos was down this month compared to September.Overall share and delivery was down -20% and -12%, respectively.Friday and Saturday nights in particular showed the most significant growth.Friday was up by +58% share and +72% delivery.Tuesday nights averages were up +17% share and +18% delivery.In addition, Women 18-49 share was up on considerably on Tuesday night by as much as +27%.

Monday nights PROJECT RUNWAY lead way into the Bravo movie.  RUNWAY was up +10% in overall share this month.  Whereas the Bravo movie was down substantially this month in all key demos.  Tuesday nights continued with eps of newbie RACHEL ZOE PROJECT which premiered last month and won double digit growth.  Overall share was down -25% this month, however, the finale on October 14th scored a season high across all key demos.  But the real highlight this month on Tuesday nights was the premiere of REAL HOUSEWIVES OF ATLANTA which premiered on October 7th.   This latest docu-drama is a bonafide hit, and reached over one million adults 18-49 in its third week on the air. (Bravo press).  Compared to the watercooler sensation THE REAL HOUSEWIVES OF NEW YORK CITY, the ATLANTA series is up 20 percent among adults 18-49 and up 22 percent among total viewers.  You can't beat this franchise series!

Wednesday nights double dose of PROJECT RUNWAY led into another signature series TOP DESIGN.TOP DESIGN season #2 which premiered last month was down this month, even though this second season came back with a brand new look in high-definition, new producers and a new host.  But let's not axe this one out yet....next month it is sure to rebound.

Thursdays nights original episodes of TABITHA'S TAKEOVER SALON, also down in key demos this month, gave way to the second season premiere of TIM GUNN'S GUIDE TO STYLE.  A Bravo classic original.  Friday & Saturday nights were more movies, and original repeats.  On Friday, October 24th there was a stack of SWINGERS, and off-CBS acquisition.  Too early to predict if its a success, and then again Bravo only contracted 13 episodes.  But with a Channel of this caliber, luckily they do not need to rely on off-network acquisitions to sustain ratings.

In tradition with keeping up on Halloween stunt programming as most networks do, Bravo geared up to get its freak on just in time for Halloween with marathon airings of "100 Scariest Movie Moments".  Bravo aired some of its hair-raising horror classics including "The Exorcist," "Bram Stoker's Dracula," and "The Omen". And rounding out the month on Sunday nights as usual was LAW & ORDER: CRIMINAL INTENT.A staple for the Channel; up +5% in overall delivery this month.

ADDITIONAL RATINGS ANALYSIS:

Buoyed by its original hit series PROJECT RUNWAY, TOP DESIGN, THE RACHEL ZOE PROJECT, TIM GUNN'S GUIDE TO STYLE and THE REAL HOUSEWIVES OF ATLANTA Bravo recorded one of its best week ever among adults 18-49 in primetime, averaging 569,000 viewers in October. (Bravo press)

PROGRAM ACQUISITIONS:

SWINGTOWN (off CBS).  13 episodes.  Starts October 2008.

QUARTERLIFE (off NBC) Five one-hour episodes remain in the original network order. The episodes are based on 38 eight-minute shorts that first ran online.

PROGRAM RENEWALS:

KATHY GRIFFIN: MY LIFE ON THE D-LIST (season #5)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

WORK OUT, MOST OUTRAGEOUS MOMENTS, BETTER HALF, INSIDE THE ACTOR'S STUDIO, MAKE ME A SUPERMODEL

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