E! Strategic Opportunities - June 2009




E! Entertainment Television and Moving Pictures DPI, the production division of Alpha Media Group, which publishes Maxim, have made a two-year partnership deal.  The deal calls for the production of at least six hour-long television specials. Two new specials have already been greenlit for 2009, including "Maxim's Celebrity Beach Watch" and "Maxim's Hottest Moments 2009."  The two companies will also co-develop a new travel and party series, "Maxim Does"¦," with "Maxim Does Mardi Gras" slated to debut in the first quarter of 2010.

Driving this year's growth on E! was a combination of topical and reality programming.  Hit reality shows like SUNSET TAN, KEEPING UP WITH THE KARDASHIANS, and SNOOP DOGG'S FATHER HOOD all resonate with E!'s core audience of Adults 18-34.  E! network is about the here and now.  They continue to have their programming resonate with a focus on celebrities, gossip and entertainment news.   E! will be paying pay more attention and give more resources to fewer shows by launching bigger campaigns behind key properties.

Forbes and E! have extended their partnership to produce specials and pilots through 2010. The partnership calls for the production of eight hourlong celebrity specials and two half-hour celebrity lifestyle pilots. The specials will be broadcast in HD and will feature content based on Forbes editorial material in list form.

A lot of E!'s original reality programming starts with a family or an ensemble piece.  Its not about one person, but rather a group.  As in the case of the KARDASHIANS.  KARDASHIANS allow the E! viewers to vicariously live the fantasy of its stars but also points to specific touchstones that are very relatable to viewers.  E! has been making the move toward adding original scripted programming into its programming line-up mix.


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