MTV Performance/Schedule Analysis - December 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of January 15, 2009)

TARGET DEMOGRAPHIC:

Teens 12-17, Adults 18-34


DECEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

THE HILLS AFTER SHOW, THE HILLS, PARIS HILTON'S MY NEW BFF REUNION, PARIS HILTON'S MY NEW BFF, DOUBLE SHOT AT LOVE, BRITNEY: FOR THE RECORD, MY SUPER SWEET SIXTEEN, JACKASS, MTV CRIBS

SCHEDULING STRATEGIES:

Monday nights featured a variety of programming, including older episodes of THE HILLS, leading into the main premiere of  THE HILLS at 10pm, followed by THE HILLS AFTER SHOW at 10:30pm.

Tuesdays in December featured newcomer DOUBLE SHOT AT LOVE at 9pm and 10pm (This second season of a SHOT AT LOVE features twins Rikki and Vikki; last season was TILA TEQUILA.)

Wednesday night's lineup  in Decemberincluded a variety of placeholder programming in the month leading up to the premiere of the new season of the REAL WORLD, which hit in the airways in January.

Thursdays in November saw a fairly haphazard schedule with stacked episodes of PARENTAL CONTROL, TRUE LIFE, and DATE MY MOM airing throughout the month.

Fridays, Saturdays and Sundays this month featured a variety of programming.

PROGRAM/SCHEDULE CHANGES:

NOVEMBER - DECEMBER 2009:

PREMIERES:

**50 CENT: THE MONEY AND POWER premieres November 6, 2008.
**BROMANCE premieres December 29, 2008.
**THE CITY premieres December 29, 2008.

FINALES:

**The finale of TRL aired November 16, 2008
**THE HILLS finale aired December 22, 2008.

AND BEYOND:

**THE REAL WORLD premiered January 7, 2009.

YEAR AGO/BIG PICTURE:

December was undoubtedly a rough month for MTV, which saw a loss 31% versus December of 2007, continuing a downward trend from the last few months.  All key demographics were down significantly from a month ago.

Undoubtedly, MTV is eagerly awaiting new programming (they've announed 8 of 16 new programs for 2009.  Hopefully, a look to more reality-driven, younger-skewing content, will turn the network around in these intensely competative times.


DECEMBER 2008 PRIMETIME RATINGS ANALYSIS:

Compared to November, MTV saw no significant loss or gain in overall viewers.  Other than a modest jump in male demographics, numbers remained fairly unchanged for MTV from November to December.  Several nights of the week did see double-digit growth, while others faltered slightly.  It will be interesting to see how viewership changes as MTV has several new programs set to debut in 2009.

Mondays remain one of the strongest nights of the week for MTV, which premiered its hit series THE HILLS in the 10pm slot throughout the month of December, leading up to the HILLS FINALE (and all accompanying programming) on December 22nd.  Spinoff show THE CITY premeried in its place December 29.  The night was up 8% in overall viewers from a month ago and the finale of THE HILLS took in some of the biggest numbers in December.  (THE CITY ratings will come next month.)

Tuesdays held a close second to Mondays in ratings, and the night was 33% from November.  Strong gains in male viewers as well.  Gee... DOUBLE SHOT AT LOVE, the reality show featuring two hot, bisexual twins on a quest for love?  Shocking, but the male demographics were above average for that show.

Wednesday's haphazard lineup of programming saw neither an increase or decrease in overall viewers though Thursdays scored well with a few episodes of TRUE LIFE (I'm Looking for My Mother and I'm Graduating High School were among the better performers.

Fridays and Saturdays featured a variety of programming, though both nights were flat from a month ago.  Sundays  lineup, which also changed from week to week, dropped 30% in overall viewers from November.

PROGRAM ACQUISITIONS:

BEAUTY AND THE GEEK (off CW.)  MTV picked up 6 episodes and may option for more cycles.  And,  MTV is discussing details with Fox21 and Katalyst Films and casting is happening on the new edition tentatively called Beauty and the Geek Celebrity.

SO YOU THINK YOU CAN DANCE, AMERICA'S NEXT TOP MODEL

PROGRAM RENEWALS:

MTV has renewed THE CITY and DADDY'S GIRLS.

MTV is currently casting for the next season of THE REAL WORLD and is always looking for new topics for its documentary show, TRUE LIFE.

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

TRUE LIFE,  MADE, PARENTAL CONTROL

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