Oxygen Performance/Schedule Analysis - August 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 20, 2009)

CURRENT AND SIGNATURE PROGRAMS:

AMERICA'S NEXT TOP MODEL (REALITY)
A cyclical competition where women from all over the U.S. compete for the honor of being America's next "it girl" in the modeling world.
Status: Currently in its 12th production season off CW network. Produced by 10 by 10 Ent, Pottle Prods. and Ty Ty Baby Prods.


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: Completed airing its current season.  Produced by Bunim Murray Prods.


CAPTURED
(REALITY)
Captured is an engrossing true-crime series that puts women at the center of solving mysteries.
Status: Completed airing its current season.  17 x 60.  Produced by Jupiter Ent.


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: Produced by Independent Television and Oxygen Media.


SNAPPED
(CRIME)
This true crime series explores the killer instincts of women on the verge.
Status: Currently airing 7th season. Produced by Jupiter Ent.


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: Currently airing 4th season.  Produced by World of Wonder Prods.


AUGUST 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

SNAPPED, AMERICA'S NEXT TOP MODEL, AMERICA'S GOT TALENT, DANCE YOUR ASS OFF, TORI & DEAN: HOME SWEET HOLLYWOOD, ADDICTED TO BEAUTY, 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. This 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."


UPCOMING PREMIERES:

ADDICTED TO BEAUTY premiered August 4th, 2009 at 11pm.  Remaining episodes will air in regular timeslot on Tuesdays at 10pm, which began on August 11th.

DANCE YOUR ASS OFF REUNION Special premiered September 7th, 2009 at 10pm

THE NAUGHTY KITCHEN WITH CHEF BLYTHE BECK will premiere September 22nd, 2009 at 10pm
BAD GIRLS CLUB will premiere 4th Qtr 2009


RATINGS ANALYSIS:

Live Primetime Ratings Comparison:

August 2009 vs August 2008

HH

M25-54

F25-54

P25-54

Monday 8-11pm

75%

50%

50%

50%

Tuesday 8-11pm

0%

-33%

-11%

-17%

Wednesday 8-11pm

25%

0%

40%

25%

Thursday 8-11pm

-20%

-33%

-29%

-20%

Friday 8-11pm

25%

33%

17%

25%

Saturday 8-11pm

0%

0%

0%

0%

Sunday 8-11pm

-17%

-25%

-25%

-33%

MTWTFSS 8-11pm

0%

0%

0%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to August 2008, one year ago, overall share fell flat and delivery was down -2%. Women 18-49 share was up +14%, but delivery was down a modest -1%.However, Monday and Friday nights in particular were up from last year.  Overall share and delivery on both of these nights were up substantially. Share was up +37% and +25%, and delivery was up +64% and +21%, respectively.  Mainly due to off-network and original series AMERICA'S GOT TALENT, and DANCE YOUR ASS OFF which are new additions this August, as opposed to the Oxygen MOVIE which was stacked during Monday nights last year.  Original series TORI & DEAN: HOME SWEET HOLLYWOOD was up +40% and up +20% with Women 18-49 share.   MOVIES were also up +20% from one year ago.

The primetime average for ratings, share and demo delivery were down this month compared to last month.  Overall share was down -17% and delivery was down -4%, respectively.  This month's original series premiere was ADDICTED TO BEAUTY which premiered at 11pm as a lead-out to the finale of TORI & DEAN on the 4th.  BEAUTY then went into its regular timeslot on Tuesdays at 10pm.  BEAUTY was not able to maintain its lead-in and lost 75% of its TORI & DEAN viewers.  However, on the 11th it had a better grip of maintaining its lead-in numbers coming out of AMERICA'S NEXT TOP MODEL and resonated with the women 18-49 demos.  TORI & DEAN: HOME SWEET HOLLYWOOD was up +17% overall and the season finale episode became the most watched program in the network's nine year history.  Oxygen delivered over one million viewers in the key Adults 18-49 demo with its season finale.  And compared to the season three finale, season four was up +11% among Adults 18-49, +8% among Women 18-49, and +16% among total viewers. (Oxygen press 8/6/09)

AMERICA'S GOT TALENT was down -38% this month, but the network will continue to repurpose episodes from NBC, Oxygen's sister entertainment network.  TALENT has helped boast Monday nights ratings significantly on the channel.  The other winning contribution on Monday nights is the continuation of the hit reality show DANCE YOUR ASS OFF.  DANCE was up +43%.  The season finale on the 31st made the telecast the most successful season finale of a freshman series in Oxygen history among key demos. Finishing off the season, DANCE is now Oxygen's most successful freshman season ever among Adults 18-49, Women 18-49 and total viewers. (Oxygen press 9/1/09).  In fact, viewership on the network is up +11% among Women 18-49 from last year.  DANCE YOUR ASS OFF is just one example of how the network is making great strides in attracting a younger, hipper female audience.

This month MOVIES were up slightly with coveted female demos.  This month continued with their strategy of airing big box office theatricals that have "A" list female talent attached to the films.  Titles worthy of mentioning this month were Two Weeks Notice, Catch and Release, Something New, The Notebook, and Serendipity. And rounding out the month, signature show SNAPPED was stacked as usual on Thursday nights.  SNAPPED fell flat this month, but still continues to be one of the highest rated programs on the network.

Considering that summertime is the new fall for launching originals on cable, and that the competitive programming landscape is that much more competitive, Oxygen is holding its own and making its brand known.  They are getting younger, hipper, and edgier and their original programming reflects it.

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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