Comedy Central Performance/Schedule Analysis - August 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 25, 2008)

TARGET DEMOGRAPHIC:

Adults 18-49.  However, there is a heavy concentration of Men 18-34. Comedy is a highly targeted, vertically programmed network.

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

THE DAILY SHOW WITH JOHN STEWART, SOUTH PARK, CHAPPELLE SHOW, THE COLBERT REPORT, FUTURAMA, GONG SHOW, LEWIS BALKC, REALITY BITES

SCHEDULING STRATEGIES:

Comedy is trying to establish a second destination night for the network, which has used its powerhouse Wednesdays, home to SOUTH PARK as its primary launch pad for new series. Current primetime hits MENCIA, RENO and FUTURAMA all premiered leading out of SOUTH PARK.

Comedy is also known for their original specials and stunt programming.  Typically they stunt around holidays like a Halloween or Thanksgiving with original series and or movies that tie in to a common theme.  And recently they have acquired many network window and library theatrical movies that have been launch pads for such originals which they typically air on Saturday nights as their movie night of the week.

PROGRAM/SCHEDULE CHANGES:

JULY- AUGUST:

PREMIERES:

**July 17th - THE GONG SHOW WITH DAVE ATTELL at 10pm
**July 17th - REALITY BITES BACK 10:30pm
**July 30th - LEWIS BLACK'S ROOT OF ALL EVIL at 10:30p

** August 17th - Comedy Central Roast of Bob Saget

SEPTEMBER AND BEYOND:

PREMIERES:

**October 15th - David Alan Grier's Chocolate News at 10:30pm. Thereafter regularly airs on Wednesdays at 10:30pm
**3rd Quarter 2008 - Untitled Brian Regan Stand-up (special)

YEAR AGO/BIG PICTURE:

Overall ratings, share and delivery pretty much fell flat or were down from one year ago last August '08.Monday nights in particular saw some growth in terms of delivery by a modest +2%.

AUGUST 2008 PRIMETIME RATINGS ANALYSIS:

The monthly primetime Monday-Sunday average in ratings, share and demo delivery was down slightly this month compared to July.Overall share and delivery was down -8% and -4%, respectively.Tuesday night showed some growth.Delivery was up by +7%.And Men 18-49 was also up by +18% on that night.

All of the usual key players for the network's highest rated series programs continue.Staple series such as SOUTH PARK, DAILY SHOW, COLBERT, FUTURAMA, and LEWIS BLACK dominate the primetime schedule.DAILY SHOW was down slightly this month, and fell flat in other key demos.COLBERT too was down by -5% in delivery overall.But FUTURAMA was up a modest +2% delivery.Staple signature show SOUTH PARK was also down this monthl.

Tuesday night specials all rated in top program slots this month. Repeat specials that aired were Ron White, Demetri Martin, and Kevin James.All the usual Comedy players.  Wednesday nights was the addition of LEWIS BLACK, which was actually down this month in the demos.However, based on past performances it still is strong enough that the Comedy execs upped a second season of the comedian.

Newbies REALITY BITES and the new GONG SHOW which premiered in July were up, up, up this month.REALITY was up +13% share and +18% in overall delivery.GONG was up +9% and +13%, respectively.Is the success of these two new shows the fact that they are fresh, new programming or have these two new originals struck a cord with the Comedy viewer?In any event they bring a breath of fresh air into the Thursday night primetime line-up.And what better lead-in to any new show then following SOUTH PARK?

Friday nights continued with LIVE AT GOTHAM sketch series and COMEDY CENTRAL PRESENTS. And rounding out the weekend was a mix bag of series, one-off specials, and movies.Movies were up with Men 18-49 share by +20%.But the real highlight for the month was the star-studded roast of Bob Saget on Sunday, August 17th.Actor and comedian Bob Saget original telecast drew 2.2 million viewers 18-49, making it the network's most-watched and highest-rated special of the year. (Multichannel 8/19/08).It featured biting and hilarious roasts from the likes of roastmaster John Stamos, Greg Giraldo, Norm Macdonald, Jon Lovitz, Sarah Silverman, Gilbert Gottfried, Jeffery Ross and Cloris Leachman.The roasts have become a favorite special for Comedy and their viewers alike.

PROGRAM ACQUISITIONS:

HAROLD & KUMAR Escape from Guananamo Bay. (Comedy paid $4 million for the exclusive network window, which will be available in October 2010. The agreement also includes runs of Be Kind Rewind which was purchased on the back end of the network window for less than $1 million)

Superhero Movie ($2.7 million for the cable rights in September 2010.  The four year deal also includes pre-buys of two other unreleased titles, Fanboys (Dec 2010) and The Promotion (March 2011). Terms of the agreement allow The Weinstein Company to sell runs of the movies to another cable network during a specific window, in addition to selling the films to PayTV outlets prior to becoming available to Comedy Central)

PROGRAM RENEWALS:

LEWIS BLACK: THE ROOT OF ALL EVIL (season #2)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

AMERICAN BODY SHOP, ATOM, BLUE COLLAR COMEDY TOUR, COMEDIANS OF COMEDY, CON, CRANK YANKERS,  DOG BITES MAN, FREAK SHOW, HALFWAY HOME, THE HOLLOW MEN, INSOMNIAC WITH DAVE ATTELL,  MADTV, NAKED TRUCKER, PREMIUM BLEND, PRIMETIME GLICK, SARAH SILVERMAN PROGRAM, SHOWBIZ SHOW, STRANGERS WITH CANDY, THAT'S MY BUSH, TRIGGER HAPPY TV, UPRIGHT CITIZEN BRIGADE, WANDA DOES IT

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