Oxygen Analysis - September 2010

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SEPTEMBER 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 fifth season started airing on Mondays, backed by the sophomore run of DANCE YOUR ASS OFF this past 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.  

SEPTEMBER 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

0%

0%

14%

15%

Tuesday 8-11pm

233%

250%

280%

333%

Wednesday 8-11pm

25%

50%

14%

20%

Thursday 8-11pm

25%

0%

20%

33%

Friday 8-11pm

50%

150%

83%

100%

Saturday 8-11pm

33%

150%

30%

50%

Sunday 8-11pm

40%

100%

80%

50%

MTWTFSS 8-11pm

40%

100%

67%

75%

Source: The Nielsen Company's National Television Audience Sample

Compared to September 2009, one year ago overall share and delivery were up +40%. Year-to-date, Oxygen is pacing to be one of its best years ever.  Two program contributors to this success this month were due to BAD GIRLS CLUB MIAMI and freshman series HAIR BATTLE SPECTACULAR.   Oxygen's third quarter has been the best in the network's history in prime across all key demos.  In addition, September was the network's best month ever across all demos and posted increases with Women 18-34 (up +85%), Women 18-49 (up +64%), Adults 18-34 (up +106%), and Adults 18-49 (up +72%), and total viewers (up +54%) compared to September 2009. (Oxygen press)  In addition, signature series SNAPPED was up +20% share and the Oxygen Movie was up +40% from one year ago.

The primetime averages for ratings, share and delivery were up this month compared to last month.  Overall share was up +17% and delivery was up +23%, respectively.   Once again the significant growth in key demos week after week was largely responsible due to the airings of hit reality series BAD GIRLS CLUB MIAMI and newcomer HAIR BATTLE SPECTACULAR.  BAD GIRLS was up +29% and HAIR BATTLE was up +35% in delivery overall.  In fact HAIR BATTLE has become the most watch freshman series in network history among all key demos.

MOVIES were up +34% in delivery this month.  All solid titles that include "A" list Hollywood celebrity women.  Some titles worthy of mentioning were Miss Congeniality 2, Juno, The Wedding Planner, Catwomen, and A Cinderella Story.  Thursday nights continued with the off-network acquisition stack of LAW & ORDER: CRIMINAL INTENT.  CRIMINAL INTENT was down -15% this month.  And rounding out the month, signature show SNAPPED which returned with a brand new season last month was down this month in all key demos.  Overall however, a very solid month of program and rating success, with a strong 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."

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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