Lifetime Performance/Schedule Analysis - July 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 20, 2008)

TARGET DEMOGRAPHIC:

18-49 Women.

JULY 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:

JUNE-JULY:

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 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:

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.

JULY 2008 PRIMETIME RATINGS ANALYSIS:

The overall Monday-Sunday primetime averages in ratings, share and demo was down this month compared to June.Overall share and delivery was down by-5% and -10%, respectively.However, Women 18-49 share was up on Monday nights by +6%.

Prime movies were down this month across all key demos.In fact even the Saturday prime movie was down substantially.Overall delivery was down as much as -29%.Not sure what happened here this month?Looks like all repeats this month, and perhaps not enough promotion?We'll keep an eye out for next month when things are bound to pick up.However here some titles still worthy of mentioning that aired: Montana Sky, Gracie's Choic, Dead at 17, and The Tenth Circle.In fact, The Tenth Circle was the highest rated program on the Channel right behind new episodes of ARMY WIVES last month.It's just a shame that it doesn't have late night repeatability.On July 4th, Lifetime ran a marathon Fa La La La Fourth, Christmas in July on Lifetime an Independence Day line-up of holiday themed movies from 9am-11pm.

ARMY WIVES season #2, which premiered last month was also down.Even in new episodes this series which has been a signature show for the Channel was down across the board in all key demos.A far cry from the ratings success it brought in last month.And rounding out this month is REBA.REBA pretty much fell flat this month.Not a stellar month for the Channel, but we feel confident that things will pick up soon.

ADDITIONAL RATINGS:
The second episode of season two of Lifetime's Army Wives averaged a record 1.97 million women 25-54 on Sunday, June 15 at 10 p.m. ET -- the largest audience in the demo for any show in the cable network's 24-year history. (Lifetime press)

PROGRAM ACQUISITIONS:

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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