Lifetime Performance/Schedule Analysis - December 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of January 20, 2009)

TARGET DEMOGRAPHIC:

18-49 Women.

DECEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

REBA, ARMY WIVES, RITA ROCKS, WIFE SWAP, BLUSH and movies.

SCHEDULING STRATEGIES:

Lifetime is set to overhaul its Monday lineup come January, network sources confirmed to the site over the weekend.

In an aggressive scheduling strategy, Lifetime launced RITA ROCKS the network's first original prime-time comedy series in a decade, with five new episodes airing in a one week strip,on Monday, October 20 - Friday, October 24th at 8:30pm.  By launching it behind REBA for five consecutive nights Lifetime's goal is to ensure the widest possible sampling. and build a strong one-hour comedy block by pairing these two very compatible shows.

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

PROGRAM/SCHEDULE CHANGES:

NOVEMBER - DECEMBER 2008:

PREMIERES:

**November 11th - BLUSH: THE SEARCH FOR AMERICA'S GREATEST MAKEUP ARTIST at 10pm

**November 15th - THE TWO MR. KISSELS at 9pm
**December 6th - FLIRTING WITH 40 at 9pm

FINALES:

**November 2nd - ARMY WIVES

JANUARY AND BEYOND:

**January 5th - DIET TRIBE at 10pm
**February 9th - RITA ROCKS wiill now air on Mondays at 8pm

**3rd Qtr 2009 - DROP DEAD DIVA

YEAR AGO/BIG PICTURE:

Compared to December 2007, Lifetime's overall primetime averages were down.Specific nights like Monday did show some significant growth.Overall share and delivery was up +5% and +14%, respectively.

DECEMBER 2008 PRIMETIME RATINGS ANALYSIS:

The overall Monday-Sunday primetime averages in ratings, share and demo delivery was up significantly this month compared to last month, November.  Overall share and delivery was up +47% and +45%, respectively.  In fact almost every key demo was up seven days a week this month.Women 18-49 and Women 25-54 share was up +24% and +35%, respectively.

Lifetime aired a holiday-themed movie each night from December 1st through December 25th as part of the network's Fa La La La Lifetime holiday programming lineup.They did this same stunt last year, but this year ratings really popped.Each night at 9pm, a movie was hosted by some of the network's most recognizable stars.They did wraps around each one of these movies that provided fun tips on holiday decorating, gift-giving and party hosting.The prime movie was up +83% share overall.Some titles were original movie repeats, theatricals and a new original movie premiered this month as well.Flirting With Forty premiered on the 6th starring Heather Locklear, a familiar face on this Channel.A lonely divorcee who falls in love with a young hunk during a Hawaiian vacation - does it get any better than this for a feel good holiday chick flick?This movie had "4 million" viewers watching and one of the highest rated movies for the year.

And both the Saturday movie and Sunday prime movie were up significantly as well. Share overall was up +50% and +26%, respectively. Tuesday night's stack of RITA ROCKS, WIFE SWAP and BLUSH were all up this month as well.Last month the female demos were down, this month they rebounded.Last month Men 18-49 were watching, but the tides did turn this month.

Rounding out the month was good old reliable REBA.REBA continues to serve as the movie lead-in five days a week, and was up across the board in all key demos.Overall a fantastic month for the Channel.

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)

RITA ROCKS (has been picked up for a full season. Net ordered seven additional episodes, bringing the first season order to 20)

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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