Lifetime Performance/Schedule Analysis - September 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of October 16, 2008)

TARGET DEMOGRAPHIC:

18-49 Women.

SEPTEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

REBA, ARMY WIVES, HOW TO LOOK GOOD NAKED, WIFE SWAP and movies.

SCHEDULING STRATEGIES:

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.

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:

AUGUST - SEPTEMBER:

PREMIERES:

**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 7th - ARMY WIVES

FINALES:

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

OCTOBER AND BEYOND:

PREMIERES:

**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:

**November 2nd - ARMY WIVES

YEAR AGO/BIG PICTURE:

Compared to September 2007, Lifetime's overall primetime averages were either slightly down or fell flat.Specific nights like Saturday and Sunday did show some significant growth.Overall share and delivery was up +39% & +53%, and +45% & +62%, respectively.No doubt due to movies and ARMY WIVES.WIVES was up +49% in overall delivery and Women 18-49 share was up +129%.The Saturday movie was up +61% in overall delivery from one year ago.

SEPTEMBER 2008 PRIMETIME RATINGS ANALYSIS:

The overall Monday-Sunday primetime averages in ratings, share and demo was up this month compared to August.Overall share fell flat and delivery was up +9%.Specific nights like Saturday and Sunday showed significant growth.Delivery was up +60% and +22%. Women 18-49 was up +12% and +25% in overall delivery.

While the prime movie was down this month across all key demos, the Saturday prime movie was up substantially.Overall share was up +57% and delivery was up +64%.No doubt due to the success of Lifetime Movie original COCO CHANNEL starring Shirley MacLaine.This three hour movie was about the rags-to-riches story that has some strong social statements about women and about how the world has changed.A pure masterpiece - kudos to Lifetime!

ARMY WIVES was also up this month, overall share was up +16% and delivery was up +24%.This signature show brought the ratings back this month with a vengeance!Tuesday nights' WIFE SWAP and HOW TO LOOK GOOD NAKED were solid performers.NAKED was up this month +8% with Women 18-49 share and had its season premiere on the 9th.

And rounding out the month was REBA.REBA was down slightly this month, but no worries this comedy isn't going anywhere anytime soon on this network.

ADDITIONAL RATINGS:

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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