CMT Analysis - February 2011

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FEBRUARY 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Still moving away from the music programming on which the network was founded, CMT has begun depending more on movies, with the previous 8pm strip of EXTREME MAKEOVER HOME EDITION now replaced by the classic DUKES OF HAZZARD. Original series run on Friday, with Music specials slotted throughout the schedule.

Weekend strategy consists of slotting series and movies interspersed with Comedy and Music specials.

FEBRUARY 2011PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison /February 2011 vs. February 2010  (% Change)

HH

W25-54

A25-54

Monday 8-11pm

-28%

-46%

-18%

Tuesday 8-11pm

50%

67%

42%

Wednesday 8-11pm

9%

0%

67%

Thursday 8-11pm

-24%

-33%

0%

Friday 8-11pm

-49%

-35%

-25%

Saturday 8-11pm

-22%

-28%

-28%

Sunday 8-11pm

6%

11%

0%

MTWTFSS 8-11pm

-12%

-15%

0%

Source: The Nielsen Company's National Television Audience Sample

After scheduling Prime "off the clock" with most programs starting at some point during the third quarter of the hour in December, CMT returned to starting on the hour and half-hour in January, and continued it in February.

The network re-worked their scheduling of Friday originals with new episodes of original sitcom WORKING CLASS and reality series MY BIG REDNECK WEDDING 4 debuting and repeating later the same night. Unfortunately for CMT, new episodes of both series declined sharply, from their promising debuts, losing virtually half their premiere HH and demo audiences by the final Friday of the survey.

Overall, the network was down by modest double-digit percentages from January for HH and key demos. Men continue to grow, though, thanks to mainly to DUKES of HAZZARD, as well as a few of the Movies. Due to DUKES' stripping and liberal weekend useage, the series occupied 24% of CMT's total Prime in February.

In a shift from how Nielsen has listed CMT's programming in the past, the ratings from certain Prime Movie telecasts no longer appear under a single COUNTRY MUSIC THEATER umbrella. For January, CMT broke out each of its Prime movie telecasts separately. Based on this practice, Movies occupied 16 of the top 20 in slots for HH delivery for the month, with  GRUMPIER OLD MEN the top offering.

CABLEU NEED TO KNOW:

The Network could use some series with a longer shelf life.  Competition/elimination based formats are fun to watch, but don't have the strength to repeat down the road, something that's increasingly becoming a necessity on this network. The common thread in all of CMT's needs is that they be family-friendly.

In addition to the music fare that was the bedrock of the Network, CMT is looking for sitcoms, comedic reality, adventure-based reality series and original movies.

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