GSN Analysis - June 2010

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JUNE 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.

June 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

-33%

-33%

-33%

Tuesday 8-11pm

-20%

-50%

-25%

-33%

Wednesday 8-11pm

0%

0%

0%

0%

Thursday 8-11pm

0%

0%

-25%

-33%

Friday 8-11pm

25%

50%

0%

0%

Saturday 8-11pm

-60%

-67%

-75%

-67%

Sunday 8-11pm

0%

-50%

0%

-33%

MTWTFSS 8-11pm

-20%

-33%

-33%

-33%

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

Overall primetime averages for ratings, share and delivery at GSN were down this month as compared to one year ago, June 2009.  Overall share was down -20% and delivery was down -6%.  And Adults 25-54, GSN's core demographics were also down.  However Friday nights were up +25% share overall.  FAMILY FEUD was up +4% delivery from one year ago.

GSN's primetime monthly averages overall were up this month as compared to last month.  Overall share fell flat, but delivery was up +14%.  In fact almost every night of the week was up substantially, for both share and delivery. 

There was a new original series premiere this month LATE NIGHT LIARS.  This comedy game show was a much needed addition to the primetime programming line-up as well as an extra ratings boost for Friday nights.   BAGGAGE which continues to be hammocked between THE NEWLYWED GAME and 1 VS 100 was up +33% share this month.  What a difference a month makes.  We said we would keep an eye on this newbie with talk show host Jerry Springer hosting, because this show was down last month, but at last has found its audience this month. 

There was an interesting change this month to the weekend block.  Instead of Sunday nights being the casino-themed line-up it was changed to Saturday nights.  HIGH STAKES POKER 6 and POKER 5 were both down this month.  Could possibly it have been because viewers were not accustomed to the new night?  The two shows sandwiched the 2010 AUSSIE MILLIONS poker event.  This event was a perfect accompaniment to POKER, and hit the Men 18-49 demo.  In the world of gaming, these types of events are big deals and highly followed.  Sunday night programming was replaced with episodes of 1 VS 100, MILLION DOLLAR PASSWORD and DEAL OR NO DEAL.

Programming staples on the network continue to be MILLIONAIRE, FAMILY FEUD, CATCH 21, THE NEWLYWED GAME, DEAL OR NO DEAL and POKER.  MILLIONAIRE and CATCH 21 were not on the schedule this month.  FAMILY FEUD was up +31% in delivery this month and continues to be the highest rated program on the channel.  GSN's original version of THE NEWLYWED GAME was up +33% share this month overall.   Off-network acquisition DEAL OR NO DEAL was down -9% in overall delivery.  1 VS 100 was up +12% this month as it continued its weekday strip at 10pm in addition to Sunday nights at 8pm.  There were no specials to report on this month.  Overall, a solid month of programming and ratings success.

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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