MTV Performance/Schedule Analysis - October 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of November 18, 2008)

TARGET DEMOGRAPHIC:

Teens 12-17, Adults 18-34


OCTOBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

THE HILLS AFTER SHOW, THE HILLS, MAKING THE BAND, THE ISLAND, EXILED, PARIS HILTON'S MY NEW BFF, Movies, CELEB MELTDOWNS: RANKED, TRUE LIFE

SCHEDULING STRATEGIES:

Monday nights featured a variety of programming, leading into the main premiere of MTV's arguably biggest hit program, THE HILLS, followed by THE HILLS AFTER SHOW.

Tuesdays in October featured a varitey of programming, leading into MAKING THE BAND at 9pm and then PARIS HILTON'S MY NEW BFF at 10pm.

Wednesday night's lineup included a variety of programming, leading into the 10pm premiere of THE ISLAND (THE REAL WORLD/ROAD RULES challenge.)

Thursdays, Fridays, Saturdays and Sundays this month featured a variety of programming, including several episodes of THE HILLS: THE LOST SCENES.

PROGRAM/SCHEDULE CHANGES:

SEPTEMBER - OCTOBER 2008:

PREMIERES:

**The Video Music Awards air September 7, 2008.
**THE ISLAND (REAL WORLD/ROAD RULES CHALLENGE) premiered September 11, 2008.
**SEX...WITH MOM AND DAD premiered September 29, 2008, at 7pm, and will be stripped.
**MAN AND WIFE premiered September 29, 2008, at 11pm, and will be stripped.
**PARIS HILTON'S MY NEW BFF premieres September 30, 2008, at 10pm.

OCTOBER AND BEYOND:

PREMIERES:

** On October 4th, MTV ran a programming lineup that documented celebrity stunts. The series debut of MTV Ranked opened at 5:30p with a one-hour special, Celebrity Busts: Ranked. At 630p, MTV will air a 30m Busted followed by Busted: Live at 7p, a three-hour, real-time event where Busted cameras will ride around with law enforcement in Ohio and Maryland looking to capture zany crimes. (Cynopsis)

**50 CENT: THE MONEY AND POWER premieres November 6, 2008.

YEAR AGO/BIG PICTURE:

October was a rough month for MTV, which saw an overall decline of 25% of viewers versus October of 2007.  This month, the network had to compete against not only the return of broadcast programs, but other networks that are starting to infringe on MTV's turf.

Still, there were some positive signs that MTV is still growing.  THE HILLS, despite being well into its fourth season, is still going strong and attracting even more viewers than last year.  And, with the addition of several new interactive compents and re-tooled reruns, MTV's fickle audience always has something new to keep them entertained.

But undoubtedly, MTV needs to be looking toward the future to find the next HILLS-esque franchise, and soon.

OCTOBER 2008 PRIMETIME RATINGS ANALYSIS:

Compared to last month, MTV saw a significant loss in viewership.  Overall, viewers were down 18% from last month and all key demographics saw some losses.  Though the network had a lot of competion from broadcast and cable, an inconsistant schedule and not enough new programming is the most likely culprit.

Mondays remains one of the strongest nights of the week for MTV, which premieres its hit series THE HILLS in the 10pm slot.  In October, following the premiere of THE HILLS was EXILED, then later in the month THE HILLS AFTER SHOW.  THE HILLS AFTER SHOW did a better job than EXILED of maintaining the HILLS numbers.  Overall, the night was up 8% versus September.

Tuesdays were flat overall from September, but saw some significant losses in male demographics.  The night that used to be more male skewing has shifted due to PARIS HILTON'S MY NEW BFF, which performed above average throughout the month.

Wednesday nights were up 10% from a month, and the premiere episodes of THE ISLAND rated well throughout the month.  Unfortunately, and inconsistant lead-in schedule didn't help the program build through the month.

Thursdays, Fridays, Saturdays, and Sundays featured a variety of programming, including several movies.  Some of the better-performing titles in October were Drumline and Soul Plane.

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:

A SHOT AT LOVE returns on December 9 with A DOUBLE SHOT AT LOVE, in which twin sisters Rikki and Vikki look for love. 

MAKING THE BAND bonus episodes will air early next year.

FROM G'S TO GENTS has been renewed for a second season.

MTV is currently casting for season 22 of THE REAL WORLD.

The 21st season of THE REAL WORLD will take place in Brooklyn, New York.

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

TRUE LIFE,  MADE, PARENTAL CONTROL

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