GSN Analysis - May 2010

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MAY 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.

MAY 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

0%

0%

100%

Tuesday 8-11pm

0%

0%

0%

0%

Wednesday 8-11pm

33%

100%

0%

0%

Thursday 8-11pm

0%

100%

-33%

0%

Friday 8-11pm

0%

0%

50%

0%

Saturday 8-11pm

0%

0%

0%

0%

Sunday 8-11pm

0%

0%

100%

0%

MTWTFSS 8-11pm

33%

0%

0%

0%

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

Overall primetime averages for ratings, share and delivery at GSN were up this month as compared to one year ago, May 2009. Overall share was up +33% and delivery was up +8%. In fact every night of the week was up in all key demos.  Adults 25-54 their core demographics were up +3% in overall delivery.  One of G4's most popular programs FAMILY FEUD was up +3% overall.  In addition NEWLYWED GAME was up +15% and HIGH STAKES POKER 4 was up +10% from one year ago.

GSN's primetime monthly averages overall were on par this month as compared to last month.  Overall share fell flat, but delivery was  down -11%.  Sunday nights, Adults 25-54 were up +6% in delivery. 

There were no new original series premieres this month.  BAGGAGE which premiered last month was down -25% share this month.  The show continued to be hammocked between THE NEWLYWED GAME and 1 VS 100.  We'll keep and eye on this newbie to see how it performs in future weeks.  With a talk show reality host like Jerry Springer hosting the show, how can they loose?  INSTANT RECALL was not on the schedule this month. 

HIGH STAKES POKER 6 and POKER 4 was down this month.  But POKER 5 was up with Men 18-49 share.  Even so, this new season of POKER has brought on a new look and feel that brought its viewers back into the action of poker.

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 -14% in delivery this month but continues to be the highest rated program on the channel.  CATCH 21 which kicked off the primetime line-up, Monday-Friday this month was up +33% share.  GSN's original version of THE NEWLYWED GAME was down in all key demos.   Off-network acquisition DEAL OR NO DEAL was down -9% in overall delivery as was 1 VS 100 which continued its weekday strip.  There were no specials to report on this month.  Overall, there were no stunts or scheduling surprises.  The Monday-Saturday line-up this month continued to be a consistent vertical stack of programs, with POKER rounding out the week as the Sunday night casino themed line-up.

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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