Oxygen Analysis - January 2011

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JANUARY 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Oxygen has a half-dozen projects in development, as they stake out new nights for more originals.  Oxygen has claimed that their originals are the building blocks of their brand and their business.  Moving forward with another night of originals also underscores their long term strategy to appeal to a very valuable audience.

Oxygen plans on expanding the TORI  & DEAN franchise; the piloting of a couples makeover show; and the development of a made-for-television movie. Additionally, the network announced the addition of the NAUGHTY KITCHEN, and the development of two new series: KESHIA & KASEEM and CELEB-U-MOMS.

JANUARY 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / January 2011 vs. January 2010 (% Change)

HH

M18-49

F18-49

P18-49

Monday 8-11pm

20%

100%

17%

50%

Tuesday 8-11pm

-44%

-50%

-63%

-64%

Wednesday 8-11pm

-17%

33%

-44%

-17%

Thursday 8-11pm

20%

50%

0%

0%

Friday 8-11pm

20%

100%

17%

50%

Saturday 8-11pm

17%

33%

11%

17%

Sunday 8-11pm

20%

0%

0%

25%

MTWTFSS 8-11pm

0%

33%

-13%

-17%

Source: The Nielsen Company's National Television Audience Sample

Compared to January 2010, one year ago, overall share fell flat and delivery was down -1%, respectively.  Oxygen's 2010 growth had been fueled by its original series HAIR BATTLE SPECTACULAR, BAD GIRLS CLUB, LOVE GAMES, RUNNING RUSSELL SIMMONS and TORI & DEAN: HOME SWEET HOLLYWOOD.   For January 2011, SNAPPED was up +4% and BAD GIRLS CLUB was up +7% in delivery overall, from one year ago.

The primetime averages for ratings, share and delivery were up this month compared to last month.  Overall share was up +20% and delivery was up +32%, respectively.  The highlight of the month was the premiere of season six of THE BAD GIRLS CLUB.  BAD GIRLS was up +27% in overall delivery, and up +8% with Women 18-49 share.  This is one signature franchise series that continues to grow year to year.

The rest of the primetime schedule consisted mainly of MOVIES.  The Oxygen MOVIE was up +17% share and +33% with Women 18-49.   MOVIES consisted mainly of theatrical titles that have had multiple airings on the network, but are solid titles that have a common thread.  All of these movies contain "A" list celebrity Hollywood women.  Some titles worthy of mentioning were: Pretty Woman, Titantic, Juno, The Notebook and Definitely Maybe.

Signature show SNAPPED was up +50% in delivery overall this month.  Thursday night's off-network acquisition of LAW & ORDER: CRIMINAL INTENT was up +24% as well. Overall, a solid month of programming with Oxygen's audience growing monthly.  Oxygen has become one of the leading growing women's networks among Women 18-49.  Oxygen keenly promotes and values the importance of its original series programming and have really made a connection with their viewers in doing so.

CABLEU NEED TO KNOW

Oxygen's programming slate is filled with high concept series that continue to help define the "Live Out Loud" brand and speak directly to their young female audience.  They have taken shows that incorporate friendship, dating, pop culture and celebrity and are serving them up in unique ways to keep their audiences engaged and entertained.

According to programming SVP Amy Introcaso-Davis Oxygen is looking for content that is "noisy and fun, character-driven programming".  Their tagline is 'Live out Loud', so they are looking for for loud, boisterous characters that targets women in the 18-34 demo, "who are living life on their own terms, and are unapologetic about the way they approach everything.  Introcaso-Davis cites Oxygen's competition series Dance Your Ass Off and Tori & Dean's Home Sweet Hollywood as good examples of the network's tone. As for whether or not tape is a must, "Tape is great, especially if you're pitching characters."

Oxygen is another network that has a lot of off-network presence.  OxygenLive.com creates a live television experience with non-live programming.  It has created real-time watercooler talk that has driven huge viewer engagement and extreme ratings growth for many of their shows.  Oxygen's New Media department has been tracking social behaviors of their audience and have made efforts to incorporate it online in order to reshape the way the current generation of viewers watches TV.  OxygenLive.com gives fans  a real time interactive way to watch original series.

Oxygen is looking for projects that include shows that are both aspirational and of the docu-series, variety, game show, and competition genres.  These new shows will include content that will expand into a variety of genres and formats.

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