GSN Analysis - February 2010

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FEBRUARY 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Much of GSN's programming is conventional studio-based quizzers that dominate primetime.  However, they are leading up with new specials and theme nights as in the case of their Vegas Night block of casino programming.

GSN continually looks to redefine and expand the definition of game and competition.  What have made their loyal viewers come back again and again are the programs that challenge game play and trivia.  New programming generally tends to pursue the traditional, broad half-hour strip game show format with interactive play-along elements.  In addition to non-traditional one hour series: competitive reality shows, documentaries, story-driven & celebrity-driven formats.

FEBRUARY 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

100%

0%

100%

Tuesday 8-11pm

0%

0%

100%

0%

Wednesday 8-11pm

-25%

0%

0%

0%

Thursday 8-11pm

-25%

-50%

0%

0%

Friday 8-11pm

-25%

-50%

0%

-50%

Saturday 8-11pm

33%

100%

0%

0%

Sunday 8-11pm

50%

0%

0%

100%

MTWTFSS 8-11pm

0%

100%

0%

100%

*Source: The Nielsen Company's National Television Audience Sample

Overall primetime averages for ratings, share and delivery were on par this month as compared to one year ago, February 2009. Overall share fell flat and delivery was down -5%.  However Saturday and Sunday nights showed significant growth.  Share was up +33% and +50%, respectively.  Adults 25-54 their core demographics were up +100% in overall share from a year ago.  Two of their most popular programs FAMILY FEUD fell flat, but HIGH STAKES POKER 4 was up +50% share and +17% in delivery overall from one year ago.

Comparing GSN's primetime monthly averages, were down this month compared to last month.  Overall share was down -25% and delivery was down -21%.  Last month there were two new series premieres.  CARNIE WILSON: UNSTAPLED which was down -38% and HIDDEN AGENDA which was up +3% in overall delivery this month.  HIDDEN AGENDA was also up +100% with Adults 25-54 share, their core demographic.  HIGH STAKES POKER 6 premiered this month on Sunday February 14th at 8pm.   Season #6 was preceeded by an eight hour I Love Poker marathon.  This new season brought on a new look and feel that brought its viewers back into the action of poker - and it did just that.  The casino themed Sunday night line-up continues strong this month.

Programming staples on the network continue to be MILLIONAIRE, FAMILY FEUD, CATCH 21, THE NEWLYWED GAME, DEAL OR NO DEAL and POKER.  MILLIONAIRE was not on the schedule again this month.  FAMILY FEUD was down this month overall,  but continues to be one of the highest rated programs on the channel.  Both CATCH and GSN's original version of THE NEWLYWED GAME was down.  The Monday-Friday line-up continues to be a consistent vertical stack of programs.  And even though THE NEWLYWED GAME took a hit this month, it still continues to be a ratings success story for GSN - improving each time slot in which it has been scheduled, whether in households or target demos.  Off-network acquisition DEAL OR NO DEAL was down this month as was 1 VS 100 which got stripped into the weekday Monday night line-up this month.   Overall, not the strongest month of ratings, but this network like many had some fierce competition to contend with; and that being FOX'S American Idol and NBC'S WINTER OLYMPICS which targets GSN's core demographics.

CABLEU NEED TO KNOW:

GSN continually looks to redefine and expand the definition of game and competition.  What have made their loyal viewers come back again and again are the programs that challenge game play and trivia.  New programming generally tends to pursue the traditional, broad half-hour strip game show format with interactive play-along elements.  In addition to non-traditional one hour series: competitive reality shows, documentaries, story-driven & celebrity-driven formats.

The network looks for a show to appeal their audience base of male/female 25-54.  Shows have repeatability, and signature series that can break out. Most recently they just acquired the rights to NBC's off-network acquisition DEAL OR NO DEAL. GSN continues to acquire product in the quiz/game show genres.  They look for high energy shows that have a great host, and an opportunity for big-time winners that entices the audience to join in on the fun either on-air or online.

GSN's program CATCH 21 crosses all platforms. There is an online game players now have the opportunity to enjoy the game as a TV show, while TV viewers can become contestants by logging on and competing against other players for cash and prizes.  CATCH 21 is an example of the kind of programming that GSN is going after.  Bringing a classic card game to life in a fun way that engages the audience.  GSN remains committed to developing within a wide range of formats including original reality, relationship, comedy and game-related documentaries.

GSN is constantly trying to create new opportunities to tie in their programming with multi-platform interactive initiatives.  With GSN Live, their intention is to give away prizes and exciting new opportunities to win in real-time every day.  It promises to be fun, engaging way for them to further connect with their audience by giving them a unique experience for game show fans every time they tune in.

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