Oxygen Analysis - October 2010

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OCTOBER 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 added Monday to its Tuesday night of originals by shifting reality series TORI & DEAN: HOME SWEET HOLLYWOOD.  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.  

OCTOBER 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

0%

100%

0%

0%

Tuesday 8-11pm

167%

500%

275%

267%

Wednesday 8-11pm

33%

-33%

75%

25%

Thursday 8-11pm

-20%

0%

-20%

-25%

Friday 8-11pm

-17%

-33%

-13%

0%

Saturday 8-11pm

-17%

0%

13%

20%

Sunday 8-11pm

-17%

0%

-14%

-20%

MTWTFSS 8-11pm

25%

50%

33%

25%

Source: The Nielsen Company's National Television Audience Sample

Compared to October 2009, one year ago overall share and delivery were up +25% and +10%, respectively.  Oxygen marked its best October ever with double digit increases across all key demos.  Women 18-34 were up +55%, Women 18-49 were up +31%, and total viewers were up +14% compared to October 2009.   Once again, this month driving Oxygen's success was the highly rated season of BAD GIRLS CLUB and freshman competition series HAIR BATTLE SPECTACULAR.  In addition, the Oxygen MOVIE was up +33% with Women 18-49 share from one year ago.

The primetime averages for ratings, share and delivery however, were down this month compared to last month.  Overall share was down -29% and delivery was down -25%, respectively.   Even so, the top two shows that did show significant growth in key demos for the week was largely responsible due to the airings of hit reality series BAD GIRLS CLUB MIAMI and HAIR BATTLE SPECTACULAR.  HAIR BATTLE was up +21% in delivery overall.  In fact HAIR BATTLE has become the most watched freshman series in network history among all key demos.

A new premiere for the month was HOUSE OF GLAM on Tuesday nights.  However the series premiered to rather lackluster ratings, even with a signature series of BAD GIRLS as its lead-in.  The network decided to bump this show to Fridays in November, out of the primetime slot.

MOVIES were down this month -31% in delivery overall.  All solid titles that include "A" list Hollywood celebrity women, but never-the-less, titles that have been played over and over again on this channel.  Some titles worthy of mentioning were Miss Congeniality 2, Monster-in-Law, The Wedding Planner, While You Were Sleeping, and A Cinderella Story.  Thursday night's stack of off-network acquisition LAW & ORDER: CRIMINAL INTENT, was disrupted from its regular run.  CRIMINAL INTENT in turn, was down considerably this month.  And rounding out the month, signature show SNAPPED was also down this month in all key demos.  Overall, a month that focused its emphasis on original series programming.

CABLEU NEED TO KNOW

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."

With an increase of +35% in programming in 2010 compared to last year, part of their long term programming strategy is to position themselves to appeal to young, entertainment loving female viewers.  

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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