Lifetime Performance/Schedule Analysis - August 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 25, 2008)

TARGET DEMOGRAPHIC:

18-49 Women.

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

REBA, ARMY WIVES and movies.

SCHEDULING STRATEGIES:

While their broadcast counterparts have scheduled mostly reality fare and reruns, Lifetime has begun to debut a pack of original dramas and comedies for this summer. Lifetime is also in the primetime comedy business, developing a new half-hour series to join the top-rated REBA this fall.

Lifetime is doing pilots on two scripted shows. MISTRESSES, based on a BBC series, is about how the bonds of college friendships continue to grow among a group of women as they experience life's unexpected twists and turns. And DROP DEAD DIVA , about a gorgeous, 20-something aspiring actress who is very used to getting her way.

Lifetime has successfully brought back the network on Sunday nights with stellar originals such as ARMY WIVES.

PROGRAM/SCHEDULE CHANGES:

JULY - AUGUST:

PREMIERES:


**July 4th - Fa La La La Fourth, Christmas in July on Lifetime an Independence Day line-up of holiday themed movies from 9am-11pm.
**July 22nd - HOW TO LOOK GOOD NAKED season 2 at 10pm .  Show expands to a full hour with 8 new episodes.

**August 2nd - FAB FIVE: THE TEXAS CHEERLEADER SCANDAL at 9pm

**August 9th - TRUE CONFESSIONS OF A HOLLYWOOD STARLET at 9pm

**August 16th - TRUE CONFESSIONS OF A GO GO GIRL at 9pm

SEPTEMBER AND BEYOND:

PREMIERES:

**September 7th - ARMY WIVES

**October 20th - RITA ROCKS at 8:30pm

**October 27th - LISA WILLIAMS (half-hour, 5 episodes special over 5 consecutive days)

**November 2008 - PROJECT RUNWAY

**November 2008 - BLUSH: THE SEARCH FOR AMERICA'S GREATEST MAKEUP ARTIST

FINALES:

**September 9th - HOW TO LOOK GOOD NAKED season #2 at 10pm
**November 2nd - ARMY WIVES

YEAR AGO/BIG PICTURE:

The overall Monday-Sunday primetime averages in ratings, share and demo was down this month compared to August '07.Overall share and delivery was down by -10% and -6%, respectively.However, holding its own was the Saturday prime movie which was up +7% delivery from one year ago.

AUGUST 2008 PRIMETIME RATINGS ANALYSIS:

Compared to July 2007, Lifetime's overall primetime averages were either slightly down or fell flat.Specific nights like Wednesday and Thursday nights did show some growth.Women 18-49 was up on Tuesday nights by +13% in delivery.REBA was up +6% for share and +11% for delivery overall from one year ago.

Prime movies were up this month across all key demos.The Saturday prime movie was up substantially.Overall share was up +15% and delivery was up +24%.Naturally having three new Sunday night originals this month to tout at certainly helped the ratings.Lifetime aired on August 2nd FAB FIVE: THE TEXAS CHEERLEADER SCANDAL, on August 9th TRUE CONFESSIONS OF A HOLLYWOOD STARLET and on August 16th TRUE CONFESSIONS OF A GO GO GIRL. FAB FIVE became Lifetime's Original movie #1 movie of the year amoung Women 18-34 and Women 12-17.(Lifetime press 8/4/08).When Lifetime gets it right, they really get it right.They know who their viewers are and what they want to watch!

Interestingly, ARMY WIVES which is in season #2, was down this month in all key demos.This signature show this month is a far cry from the ratings success it brought in its initial premiere.HOW TO LOOK GOOD NAKED, now in its second season and premiered last month was also down this month, but up in the male demos.We'll keep an eye out for these two shows and see if they are worthy of a third season.

And rounding out the month is REBA.REBA was also down this month in all key demos with the exception of overall delivery which pretty much fell flat this month.Looks like this network is due for some more new original series.

PROGRAM ACQUISITIONS:

HOW I MET YOUR MOTHER (off CBS).  Deal reported at $82.5 million. Premieres Fall 2010.

WIFE SWAP (October 2008).Under the deal with Disney-ABC Domestic TV Distribution, Lifetime can run WIFE SWAP twice daily.Lifetime has secured the rights for 80 hour-long episodes, with 20 more to come in 2008.It would also be allowed to take any additional seasons produced, and this deal continues though 2012.

PROGRAM RENEWALS:

ARMY WIVES (season #3, 18 episodes)

PROGRAM CANCELLATIONS:

SIDE ORDER OF LIFE.

ADDITIONAL SHOWS CURRENTLY AIRING:

THE GOLDEN GIRLS, THE NANNY, MY WORKOUT, DENISE AUSTIN'S DAILY WORKOUT, DENISE AUSTIN'S FIT & LITE, FRASIER, STILL STANDING, BLOOD TIES, MEDIUM, DESPERATE HOUSEWIVES, GREY'S ANATOMY

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