Oxygen Performance/Schedule Analysis - April 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of May 22, 2009)

CURRENT AND SIGNATURE PROGRAMS:

BAD GIRLS CLUB
(DOCU-SOAP)
A group of bad girls that are brought together to live under the same roof. They are all determined to make changes in their lives, if they can stand each other enough to get through it.
Status:

CAPTURED (REAALITY)
Captured is an engrossing true-crime series that puts women at the center of solving mysteries.
Status:

DEION & PILAR: PRIMETIME LOVE (REALITY)
Follow the home life of NFL superstar Deion Sanders and his wife, Pilar and five kids in small town Texas.
Status:

GIRLS BEHAVING BADLY (REALITY)
A hidden camera prank show with the only all-female cast on cable that goes to elaborate lengths in the name of humor for this outrageous caught-on-tape series with a distinctive feminine view.
Status:

THE JANICE DICKINSON MODELING AGENCY (REALITY)
Janice Dickinson opens up her own modeling agency, putting her 30 years of fashion business experience to the test. She is determined to hand-pick the best new talent, photograph them herself and make the industry sit up and take notice. And on top of this, she has to balance the challenges of being a single mom and staying fabulous at 50.
Status:

MO'NIQUE'S FAT CHANCE (REALITY)
A reality special that takes America's average beauty competition and repackages it for America's average size woman.
Status:

SNAPPED (CRIME)
This true crime series explores the killer instincts of women on the verge.
Status:

TORI & DEAN: INN LOVE (REALITY)
Tori Spelling moves from icon to innkeeper as she and husband Dean McDermott leave their Hollywood lifestyle behind to open a bed and breakfast. 
Status:

APRIL 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

SNAPPED, AMERICA'S NEXT TOP MODEL, PRETTY WICKED and Movies

SCHEDULING STRATEGIES:

Oxygen Media will raise the volume on its successful "Live Out Loud" campaign with the launch of a second night of original programming this summer.  At its recent upfront presentation the network revelead some of thier programming initiatives for 2009-2010.  They plan to expand the TORI  & DEAN franchise with a fourth season; 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.   Oxygen has decided to move forward with another night of originals and underscore thier long term strategy to appeal to a very valuable audience.

In addition, Tuesday night "Seamless Tuesdays"; continue with original programming all year long. Including THE JANICE DICKINSON MODELING AGENCY, BAD GIRLS CLUB and upcoming DANCE YOUR ASS OFF.  These kinds of new saucy 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."

Their programming strategy is targeted to Tuesday, with a new series or new episode premiering every Tuesday at 10pm.  Oxygen's strategy this past year was to build their core audience. By taking a step beyond their analog lineup, and launching new and engaging digital properties that enhance their position online Oxygen has a franchise that both consumers and advertisers are paying attention to.

UPCOMING PREMIERES:

DANCE YOUR ASS OFF will premiere on June 29th, 2009 at 10pm

RATINGS ANALYSIS:

Live Primetime Ratings Comparison:

April 2009 vs 2008

Yearly % change*    H'hold        M25-54    F25-54    P25-54
Monday 8-11pm           -25%         --              0%          0%
Tuesday 8-11pm           33%          0%         33%        50%
Wednesday 8-11pm      33%          0%        25%        33%
Thursday 8-11pm          25%          0%        40%        25%
Friday 8-11pm                 0%           0%         0%          0%
Saturday 8-11pm         -13%         -20%     -18%       -13%
Sunday 8-11pm               0%         -60%     -25%       -33%
MTWTFSS 8-11pm        0%         -33%       20%          0%
*The Nielsen Company's National Television Audience Sample

Compared to April 2008 one year ago, overall ratings, share and delivery fell flat. However, Women 18-49 share was up +17%.The Oxygen MOVIE and BAD GIRLS CLUB were both up substantially from one year ago.  BAD GIRLS CLUB was up +96% in delivery.  The Oxygen  MOVIE was up +20% share overall.

The primetime average for ratings, share and demo delivery was down this month compared to last month.Overall share fell flat and delivery was down -11%.Women 18-49 was also down -16% in delivery.However Wednesday nights in particular did show substantial growth, with an increase in delivery by +17%.  And Women 18-49 was up +39%.

Wednesday, Friday and Saturday nights was the Oxygen double feature.MOVIES were down this month.Some titles worthy of mentioning were: Pride and Prejudice, A League of Their Own, Miss Congeniality 2, and What a Girl Wants. All solid titles, some perhaps more dated, but classic female feel good films none-the-less.And more importantly bigger box office theatricals that have "A" list female talent attached to the films.

Monday and Sunday nights were stacks of AMERICA'S NEXT TOP MODEL.Share was down -20%, and delivery was down -21% this month.  Nonetheless TOP MODEL continues to bring the network's median age down.

Tuesdays nights stack of PRETTY WICKED which premiered last month and was clearly a standout, becoming Oxygen's youngest and most watched series premiere among total viewers, Adults 18-49 and the network's key demo of Women 18-34 (Oxygen press). This new series is holding its own, as it has become the new Tueday night stack.  However, the show's success was driven in large part to its lead-in of BAD GIRLS CLUB.

And rounding out the month on Thursday nights were the stack of signature show SNAPPED.SNAPPED was down this month in all key demos.

ADDITIONAL RATINGS INFO:

Among W18-34, Oxygen is the fastest growing network versus all ad supported cable entertainment networks and in the first quarter of 2009, Oxygen celebrated its youngest quarter ever with a median age of 39. Currently, Oxygen ranks #21 among all ad supported entertainment cable networks for W18-34, #23 among W18-49, and #27 among A18-49. (Oxygen 4/15/09)

PROGRAM ACQUISITIONS:

AMERICA'S NEXT TOP MODEL premiered January 2009. (Oxygen has acquired rights to the full library of the reality competition series, including current and future cycles. The CW series is now in its 11th cycle and is in production on the 12th)

PROGRAM RENEWALS:

BAD GIRLS CLUB (season #4)

PROGRAM CANCELLATIONS:

THE JANICE DICKINSON MODELING AGENCY

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