MTV Performance/Schedule Analysis - July 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of July 21, 2009)

CURRENT AND SIGNATURE PROGRAMS:

16 AND PREGNANT (REALITY)
A look at real life "Junos" - girls who are in high school, but pregnant.
Status: Premiered on June 11, 2009, 6 x 60.  Executive produced by Morgan J. Freeman.


AMERICA'S BEST DANCE CREW
(COMPETITION)
Teams of dance crews compete to see which one is the best.

Status: New season ordered

DADDY'S GIRLS (SCRIPTED REALITY)
RUN'S HOUSE spin-off in which sisters Angela and Vanessa move to Los Angeles to launch their own clothing line.
Status: Season 2 premieres on August 11th

DEGRASSI (SCRIPTED DRAMA)
Series about teenagers in high school and the drama as they face obstacles such as drugs, STDs and violence.
Status: Premiered in June.  Acquired from Nickelodeon's The N.

DJ AND THE FRO (SCRIPTED COMEDY)
Scripted comedy about two office workers who swap viral videos.
Status: Premiered in June.  20X30

THE HILLS (SCRIPTED REALITY)
Reality show that follows the story of college student Lauren Conrad as she navigates Hollywood, her career, and her relationships.
Status: Re-runs currently airing.

I'M A CELEBRITY...GET ME OUT OF HERE! (CELEBREALITY)
Features Celebrities competing in strange situations in the Costa Rican jungle.  Airs and is cross-promoted on NBC and MTV.
Status: Premiered on June 1 on NBC.  Beginning on June 7, MTV airs the previous week's episodes in a marathon, as well as exclusive new footage.  Produced by Granada America.

MADE (REALITY)
With the help of a Made Coach, someone attempts to be made into something (an athlete, prom queen, etc) that is as far from the current person they are as can possibly be.

Status: Currently airing.

MAKING THE BAND (COMPETITION)
Sean Combs oversees the creation of the hottest new band.
Status: New season (MAKING HIS BAND) premiered July 27.

MY SUPER SWEET 16 (REALITY)
An inside look at some of the most lavish sweet 16 parties imaginable.
Status: Currently off the air

NITRO CIRCUS (REALITY)
Jeff Tremaine and Johnny Knoxville, producers of MTV's Jackass serves up a series showcasing freestyle motocross rider Travis Pastrana. The series watches Travis and his buddies as they try to outdo each other with daring stunts.
Status: Premiered February 8, 2009.  Produced by Dickhouse Productions and Godfrey Entertainment.

REAL WORLD (REALITY)

A group of strangers (and seemingly endless booze) picked to live in a house and have their lives taped.  The upcoming season will take place in Cancun, Mexico.

Status:  Premiered June 24, 2009.  Produced by Bunim-Murray Productions

ROB DYRDEK'S FANTASY FACTORY (COMPETITION)
A behind-the-scenes look at Rob Drydek's skateboard empire.
Status: Premiered in February.  Re-runs and a best-of show currently airing.

RUN'S HOUSE (SCRIPTED REALITY)
Series follows the family of Rev Run formely of rap group RUN DMC.
Status: Currently airing.

TAKING THE STAGE (REALITY)
Created by Nick Lachey and Colton Gramm, this show follows talented high schoolers from Cincinnati's School for the Creative and Performing Arts as they pursue dreams of fame.
Status: Premiered on March 19th, 2009, currently airing. 10 x 60.

THE PHONE (COMPETITION)
Based on a dutch reality show, THE PHONE will follow two people who must complete challenges while only talking to each other on cell phones.
Status: Premiered on April 20, 2009.  Executive Produced by Justin Timberlake, based on a Dutch Reality Game show from Park Lane Productions.

TRUE LIFE (DOCUMENTARY SERIES)

Series documenting young adults who struggle with some sort of obstacle in their life.  (Ranging from poverty, to working in the sex industry, to living on Staten Island, among others.)
Status: New and old episodes currently airing during prime-time and daytime.


JULY 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS:

16 AND PREGNANT, PARIS HILTONS: MY NEW BFF, REAL WORLD XXII, RUNS HOUSE, HONEY, TERMINATOR 2, TRUE LIFE, SCREAM 3, WORLDS STRICTEST PARENTS, SCHOOL FOR SCOUNDRELS

SCHEDULING STRATEGIES:
MTV's schedule is constantly changing.  They usually have at least 3 nights of primetime first-run programs, while the other nights are either re-runs or other specials.  Lately, they've been occasionally filling gaps by showing feature films relevant to their audience.  The timeslots leading up to premieres are usually a marathon of episodes of weeksâ€(Tm) past.  They rely on a lot of repetition in the form of marathons, especially on the weekends.  They also make good use of tent poling by scheduling old reliables like THE HILLS and THE REAL WORLD at 10pm and new, untested content at 10:30 or 11pm.

UPCOMING PREMIERES:

DADDY'S GIRLS will premiere on August 11, 2009
STARMAKER will premiere on August 16, 2009
HOUSE OF JAZMIN will premiere on August 18, 2009
MTV VIDEO MUSIC AWARDS will premiere on September 13, 2009
GONE TOO FAR will premiere on October 5, 2009


RATINGS ANALYSIS
:

Live Primetime Ratings Comparison:

July 2009 vs. July 2008  (% Change)

HH

M18-49

F18-54

P18-49

Monday 8-11pm

0%

33%

18%

22%

Tuesday 8-11pm

-38%

-45%

-3%

-40%

Wednesday 8-11pm

0%

-8%

12%

7%

Thursday 8-11pm

25%

-8%

42%

19%

Friday 8-11pm

14%

33%

44%

43%

Saturday 8-11pm

-13%

17%

10%

13%

Sunday 8-11pm

0%

-25%

44%

11%

MTWTFSS 8-11pm

0%

-11%

7%

9%

Source: The Nielsen Company's National Television Audience Sample

In comparison to last year's numbers, July was the most successful overall month for MTV in 2009.  The network has been skewing younger than previous months.  This month female viewership was way up, while males fell back a little.  This will change once successful male-skewing programs like FANTASY FACTORY and NITRO CIRCUS return.

RUN'S HOUSE new episodes scored above average share, especially among women.  Re-runs were also sprinkled throughout the week and in some cases also achieved unusually high share.

Tuesday was the only night that took a significant hit for MTV compared to this time last year.  Last year, A SHOT AT LOVE WITH TILA TEQUILA set the bar high with share numbers at triple the average for the network at the time.  This year, the series anchoring the night, PARIS HILTON'S MY NEW BFF was just not as strong.  In fact, on the same night, earlier re-runs of 16 AND PREGNANT and RUN'S HOUSE beat the new episodes of BFF… yikes.  

16 AND PREGNANT continues to be the biggest story to report on for MTV.  It did well on any night of the week even on second and third runs.  Thursdays are up 42% among women because of it.  16 AND PREGNANT seems to be an indicator of where the audience is headed: they want real and serious drama.  Proof of this is the fact that documentary series TRUE LIFE is doing better than ever in primetime.  One may conclude that this seriousness is an indicator of an older audience, but in this case, the opposite is true.  MTV's primetime audience is getting younger!  Apparently, today's teenagers, the â€Ã..."millennial generationâ€Ã‚ are less concerned with Paris Hilton and more concerned with real life problems.  Who knew?  Kudos to MTV for recognizing this shift and going with it.

PROGRAM ACQUISITIONS:

I'M A CELEBRITY... GET ME OUT OF HERE airs and is cross-promoted on MTV and NBC.  Also, in July, MTV aired feature films like Scream 3, Can't Hardly Wait, Terminator 2, Ace Ventura, Honey, Wayne's World and School for Scoundrels.


PROGRAM RENEWALS:

MTV has ordered new seasons of THE HILLS, THE REAL WORLD, RW/RR CHALLENGE, RUN'S HOUSE, FANTASY FACTORY, NITRO CIRCUS, AMERICA'S BEST DANCE CREW, 16 AND PREGNANT, IS SHE REALLY GOING OUT WITH HIM?, SILENT LIBRARY and TEEN CRIBS.


PROGRAM CANCELLATIONS:

No recent announcements.

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