Lifetime Performance/Schedule Analysis - July 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 20, 2009)

CURENT AND SIGNATURE PROGRAMS:

ARMY WIVES (DRAMA)

A sassy young women from the wrong side of the tracks marries a soldier and moves her kids onto an Army base.

Status:Currently airing season three.  36+ x 60. Produced by Mark Gordon Prods. and Touchstone Television.


DIET TRIBE
(REALITY)

Reality series that follows the emotional journey of five friends as they attempt to go from "fat" to "fit."

Status:Season two to premiere. Produced by Pie Town Prods.

LISA WILLIAMS: LIFE AMONG THE DEAD (REALITY)

Using her uncanny abilities to see and speak with the dead, multi-talented English clairvoyant Lisa Williams brings messages from loved ones, answers questions and offers insights in spontaneous, heartwarming encounters with everyday Americans.

Status: 13 x 60. Produced by Merv Griffin Prods., Kimo Jagger Prods. and LAD Prods.

REBA (COMEDY)

A comedy that takes aim at the all-American family with a spirited look at suburban dysfunction.

Status: WB/CW off network acquisition.  125 x 30. Produced by  20th Century FOX Television and Acme Prods.

RITA ROCKS (COMEDY)

Rita Clemens, an overworked wife and mother is in the middle of a full-blown identity crisis.

Status: Season two has been ordered. 20 x 30.  Produced by Lifetime Television and Media Rights Capital.

WIFE SWAP (REALITY)

Have you ever wondered whether the grass is greener on the other side of the fence? Two wives discover that it often isn't when they hand over the keys to their homes and literally switch families for two weeks.

Status:ABC off network acquistion.


JULY 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

WIFE SWAP, ARMY WIVES, REBA, DROP DEAD DIVA and movies.


SCHEDULING STRATEGIES:

Lifetime's programming strategy is now all about women having choices. Once the cable channel best known for its women in peril flicks, Lifetime has taken the dive into edgy comedies and upcoming tele-novela style melodramas.  They look for reality competition shows, game shows, scripted dramas geared to 25-54 demo.

Lifetime launced DIVA with hit drama ARMY WIVES on Sunday nights in June.  The network is also looking for a third original show for that night.  Even with increasing competition from other video entertainment platforms, and an ever growing cable landscape, June has been the benchmark the past three years for this show.

The launch of PROJECT RUNWAY will be a key asset for Lifetime. A network which is known for movies since the beginning, now have come to expect high quality entertainment scripted shows Unscripted shows, however, hasve always been a challenge for them because it's not part of their brand expectation. So to air one of the top competition reality shows  like RUNWAY on cable not only gives them a great series, but also gives them a beachhead in that space and allows them to launch new shows.

In the fall, Lifetime continues its commitment to comedy on Monday nights when it premieres SHERRI in an all new multi camera comedy on October 5th.  SHERRI will bow as part of a one-hour comedy block paired with the returning RITA ROCKS.  Both series will feature stripped original episodes for a full week.

UPCOMING PREMIERES:

DROP DEAD DIVA premiered July 12th at 9pm 

PROJECT RUNWAY: ALL STARS premiered August 20th at 8pm
PROJECT RUNWAY premiered August 20th at 10pm
MODELS OF THE RUNWAY premiered August 20th at 11pm
GREY'S ANATOMY will premiere in September 2009

MEDIUM will premiere in September 2009 
SHERRI will premiere October 5th 2009

RATINGS ANALYSIS:

Live Primetime Ratings Comparison

July 2009 vs July 2008

HH

M25-54

W25-54

P25-54

Monday 8-11pm

-47%

-33%

-44%

-42%

Tuesday 8-11pm

-25%

-17%

-37%

-32%

Wednesday 8-11pm

-35%

-17%

-29%

-33%

Thursday 8-11pm

-18%

-14%

-16%

-8%

Friday 8-11pm

-41%

-17%

-40%

-31%

Saturday 8-11pm

-10%

14%

-15%

-12%

Sunday 8-11pm

7%

10%

0%

0%

MTWTFSS 8-11pm

-21%

0%

-23%

-20%

Source: The Nielsen Company's National Television Audience Sample

Compared to July 2008, Lifetime's overall primetime averages were down.  Both share and delivery were down -21% and -22%, respectively. In fact all key demos were down overall.MOVIES and original series were also down. However the Saturday prime MOVIE was up +13% share with Women 18-49 from one year ago.

Comparing Lifetime's primetime monthly average for ratings, share and demo delivery were up this month compared to last month.  Overall share was up +7%.  Sunday nights were particularly strong this month thanks to original series.  DROP DEAD DIVA premiered this month on Sunday, July 12th.  Overall share for the night was up +20% and delivery was up +14%.  In fact, delivery for both Women 18-49 and 25-54 were up +15% and +18%, respectively.   DIVA began its run as the network's highest-rated original drama since ARMY WIVES began marching two years ago.  Measured against the prior four-week time period average, DROP DEAD DIVA delivered a 103% improvement in total viewers, a 148% gain among women 18 to 49 and a 158% advance against women 25 to 54. (Multichannel news 7/13/09)  Lifetime execs have already greenlighted season #2, with 13 episodes ordered.

ARMY WIVES was the highest rated original series on the network this month and also happens to be the highest-rated series in Lifetime history.  The July 12th episode which followed DIVA that night was up 4% from its third-season average-to-date.  Considering that competition is steep on cable in the summertime, and original scripted series seem to regularly launch on Sunday nights, DIVA had a big presence which  really resonated with Lifetime viewers.

Off-net acquisition REBA fell flat this month and was down with key female demos.  However, REBA continues to be a staple for the channel as a movie lead-in.  The prime MOVIE was up +18% share.   Lifetime's movie schedule this month was a mix of MOW's and theatricals.They went back to their Thursday night strategy airing only theatrical films that night.  However, next month will be a different story to tell when PROJECT RUNWAY premieres.  Friday nights double stack of WIFE SWAP which was up +10% quickly faded towards the end of the month as it was replaced by DROP DEAD DIVA.

The Saturday MOVIE was up with key female demos this month.  But certainly the highlights for the month were the continuation of season #3 of ARMY WIVES and the premiere of DROP DEAD DIVA.  Lifetime is just warming up their bullpen because next month is the premiere of PROJECT RUNWAY on the channel.  RUNWAY which was delayed for months by a dispute between rival networks, kicks off their sixth season on Lifetime along with a companion series about runway models.  Next month brings about a lot of anticipation and no doubt high ratings as well.


PROGRAM ACQUISITIONS:

OBSESSED, THE UGLY TRUTH and JULIE & JULIA (exclusive basuc cable rights to all 3 SONY films and scheduled to premiere in 2011).

THE NEW ADVENTURES OF OLD CHRISTINE (exclusive off-net CBS cable rights.  Lifetime will have access to 88 episodes including all future episodes. Premiere Fall 2010)

MAD MONEY (telefilm, by Overture Films)  Deal reported just under $4 million.  Premieres second quarter 2010.

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


PROGRAM RENEWALS:

DROP DEAD DIVA (season #2, 13 episodes ordered)

ARMY WIVES (season #4, 18 episodes, debut 2010)

RITA ROCKS (season #2, 20 episodes ordered)

DIETTRIBE (season #2, 8 episodes, debuts summer '09)


PROGRAM CANCELLATIONS:

SIDE ORDER OF LIFE.

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