Oxygen Analysis - June 2010

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JUNE 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Oxygen, which announced a half-dozen projects in development, has staked out a new night for originals.  Oxygen will add Monday to its Tuesday night of originals this spring by shifting reality series TORI & DEAN: HOME SWEET HOLLYWOOD.  The fifth season started airing on Mondays, backed by the sophomore run of DANCE YOUR ASS OFF this summer.  The network's  BAD GIRLS CLUB franchise continues its current season on Tuesdays at 10 pm, with all new installments.  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.  

JUNE 2010 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / June 2010 vs. June 2009 (% Change)

HH

M18-49

F18-49

P18-49

Monday 8-11pm

50%

50%

50%

75%

Tuesday 8-11pm

0%

50%

-25%

0%

Wednesday 8-11pm

-20%

0%

-38%

-33%

Thursday 8-11pm

-33%

-50%

-38%

-50%

Friday 8-11pm

0%

100%

0%

25%

Saturday 8-11pm

-29%

-25%

-20%

-14%

Sunday 8-11pm

0%

0%

-38%

-20%

MTWTFSS 8-11pm

0%

0%

-25%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to June 2009, one year ago, overall share fell flat and delivery was down -10%.  In fact, almost every night of the week in all key demos were down with the exception of Monday nights. 

However, even so, Oxygen still managed to deliver its highest second quarter ever among key demos and total viewers.  Mainly propelled by TORI & DEAN: HOME SWEET HOLLYWOOD which airs on Monday nights.  In addition to their original series DANCE YOUR ASS OFF and LOVE GAMES.  Across prime, in 2Q10, viewership was up +12% among total viewers as compared to 2Q09 (Oxygen press).  TORI & DEAN: HOME SWEET HOLLYWOOD was up +25% share from one year ago.

The primetime averages for ratings, share and delivery were on par this month compared to last month.  Overall share fell flat and delivery was down -12%.  However, overall that's not quite the total picture for the month.  TORI & DEAN: HOME SWEET HOLLYWOOD was up +25% in overall share this month and have a heavy following.  TORI & DEAN has single handedly created another new original programming night on Mondays, and a new destination to launch future originals.  As in the case as it became a launch pad for off network acquisition AMERICA'S GOT TALENT and original series DANCE YOUR ASS OFF.  DANCE, now in its second season premiered this month and was up in double digits among A18-49, W18-49, W18-34, A18-34, and total viewers.

The network's new dating competition series, LOVE GAMES was not on the schedule this month.  But the premiere of JERSEY COUTURE was.  Not to be confused with another Jersey show on the Style Network - JERSEYLICIOUS.  JERSEY COUTURE focuses on the family business of the Scalis who run a glamour fashion shop in New Jersey.  We'll keep an eye out for this newbie to see how it performs in the weeks ahead.

MOVIES overall were down this month.  All solid titles that include "A" list Hollywood celebrity women, but have had a lot of airplay the past few months and probably needs a rest.  There was only one weekly stack of LAW & ORDER: CRIMINAL INTENT this month, as it was replaced with originals and movies.  And rounding out the month, signature show SNAPPED was back in new episodes on Sunday nights.  SNAPPED was actually down -20% share this month.  Even so, SNAPPED features everyday average moms, wives and girlfriends who in a fit of rage "snap' and allegedly commit murder - with content like that who can resist a show like this?  Overall a very solid month of programming and ratings success with a strong emphasis on original series programming.

CABLEU NEED TO KNOW

Oxygen will explode with all the new originals and series season premieres this summer.  Through a vast array of unconventional and original content, this growing cable network is the premier destination to find unique and groundbreaking unscripted programming.

In 1st quarter 2010, Oxygen boasts a median age of 38.  However, primetime originals now attract a median age of 24 years.

At Oxygen's Upfront the nework described themselves as "bagel meets bling." Oxygen Media introduces four new original series as well as the approval of two new pilots. This represents an increase of +35% in programming for 2010 compared to the previous year.

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 announced a half-dozen projects in development, and has staked out a new night for originals: the cabler will add Monday to its Tuesday night of originals this spring.  "Originals are the building blocks of our brand and our business," said Jason Klarman, general manager for Oxygen Media.  Oxygen has had a loyal following of dedicated fans who keep returning to their shows season after season, both on-air and online.   In addition, on the development front Oxygen has a new slate of 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.

Oxygen is putting its money where its mouth is, as the "Live Out Loud"-branded network turns up the volume with several new reality series. They are going to continue to stick with the reality format for now.  Oxygen will be expanding the roster of rowdy characters that rule with viewers.  Such shows are part of a long-term programming strategy positioned to appeal to young, entertainment-loving female viewers between 18 and 34 years of age, whom Oxygen refers to as "Generation O".  Oxygen coins them as viewers who like to say they're spenders, trenders and recommenders; they're young and really interested in pop culture and entertainment.  New shows like this are being created to differentiate the network from older-skewing competitors Lifetime, WE TV and even Bravo.

Oxygen's young, trend obsessed audience is incredibly valuable to its advertisers.  They want the latest of everything, are willing to pay for it and they love to spread the word.  Oxygen continues to leverage its hit series on every platform and in every location, reaching its target "Generation O" audience everywhere they are. Oxygen is experiencing exponential growth in the first full month since the network adopted a new look and attitude: "Live Out Loud." The multiplatform strategy, Oxygen Everywhere, delivered record-breaking increases on-air, online and on site.

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