G4 Analysis - August 2010

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AUGUST 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

G4 has also been spending more money and getting into off-network acquisitions in primetime.  High profile acquisitions like COPS, ARRESTED DEVELOPMENT, LOST and HEROES.  This allows the channel a built in audience immediately that they might have not had.  These series speaks perfectly to G4's young-male audience and are an excellent complement to the network's programming lineup, which includes content such as Comic-Con coverage, live daily strip ATTACK OF THE SHOW and video-game-review series X-PLAY.  It also allows the network to use the hit NBC show HEROES to expand their brands and promote original programming. This kind of acquisition also shows that they are a serious player for product in the cable/broadcast acquisition marketplace.

AUGUST 2010 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / August 2010 vs. August 2009  (% Change)

HH

M18-49

F18-49

P18-49

Monday 8-11pm

100%

0%

0%

100%

Tuesday 8-11pm

0%

0%

0%

0%

Wednesday 8-11pm

100%

50%

0%

100%

Thursday 8-11pm

100%

0%

0%

100%

Friday 8-11pm

100%

50%

100%

0%

Saturday 8-11pm

0%

-33%

0%

0%

Sunday 8-11pm

0%

0%

0%

0%

MTWTFSS 8-11pm

100%

0%

0%

0%

Source: The Nielsen Company's National Television Audience Sample

Overall primetime averages for ratings, share and delivery were up compared to one year ago, August 2009.  Share was up +100% and delivery was up +19%. In fact, G4 posted its fifth most watched month ever with total viewers.  The network rose +8% above the year-ago mark with homes,, gained +16% among total viewers, and climbed +10% with Men 18-34. (G4 press) This month was fueled by strong performances from both ATTACK OF THE SHOW and X-PLAY.  In addition,  THE INTERNATIONAL SEXY LADIES SHOW was up +14%, COPS was up +18%, and X-PLAY was up +10% in overall delivery from one year ago. 

Comparing Monday-Sunday primetime monthly averages, G4 was down slightly from last month.  While share fell flat, delivery was down -9% overall.  There were no conventions to highlight this month, rather a solid month of series programming.  Reality series IT'S EFFIN SCIENCE which has made great strides with G4's young male demos, was actually down this month.  CAMPUS PD was up +34% in delivery.  CHEATERS was down significantly this month.

The rest of G4's primetime programs were stacks of half-hour original and acquired product.  For the most part its programming strategy has been pretty consistent week to week.  Programming that continue to be the staples on the network are X-PLAY, COPS, NINJA WARRIOR, and MOVIES dominating the schedule. 

X-PLAY produced another record-breaking month this month.  X-PLAY produced its second most watched month in the network's history among total viewers in both its premiere and all-telecast performance. X-PLAY delivered its second strongest month among premieres which rose +33% over last year's average with Men 18-34 and +17% with homes. (G4 press)  Off network acquisition COPS, was down this month but continues to be the highest rated program on the channel month after month.  NINJA WARRIOR was down this month, but there was an AMERICAN NINJA WARRIOR premiere on  Saturday, August 14th that contained four hours of nonstop action.  MOVIES were down this month, however once again G4's programming strategy has focused on original series programming and big annual events.

CABLEU NEED TO KNOW:

On July 24th, G4 and Sprint rebranded the network 4G for one full week - on-air messaging, promos, graphics and logos will be modified from G4 to 4G.  The TV network's popular web site, G4tv.com, will also be rebranded to coincide with the on-air takeover, including a flipped header logo, as well as custom Sprint skin on the entire site.  "G4 viewers are young guys who are passionate about technology and take pride in being early adopters," said Neal Tiles, President, G4.  "We are incredibly excited to team up with Sprint for this highly creative, large-scale partnership that gives Sprint the opportunity to promote their 4G message and connect deeply with our audience.  Plus we get to have some fun with our brand in a way that no network has done before."

After delivering spectacular top-down coverage of the 2009 Expo, G4 has once again been named the official broadcaster of the 2010 Electronic Entertainment Expo (E3 Expo). This year, G4 expands its coverage from 22 to 25 hours.  The E3 Expo is one of the biggest events of the year for G4's audience as they continue their multi-platform coverage.

Nearly a year after shifting its programming strategy away from stripped series and more toward original development, G4 is finally reaping the rewards of its investment.  There were four originals that came out of the expanded development slate in 2009 that will be returning for second seasons.  For AMERICAN NINJA WARRIOR season #2, the network has decided to seek an advertising partner to integrate into the series to help bring off network exposure to the show.  Another new element that is being integrated into the show.

In addition, G4 is also in development on a few other programs, targeting late 2010.   Because so many shows worked for them in 2009, they are using a lot of their budget to simply reorder shows.  G4 positions themselves as a channel which is a unique alternative to other networks that target young men.   G4 has also is beginning to carve a niche in terms of programming, blending geek-friendly fare like X-PLAY and WEB SOUP with more general entertainment shows like CAMPUS PD and AMERICAN NINJA WARRIOR.

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