Oxygen Performance/Schedule Analysis - July 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 20, 2008)

TARGET DEMOGRAPHIC:

While targeting women 18 to 49, Oxygen is "hyper" focusing on women 18 to 34

JULY 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

BAD GIRLS CLUB, SNAPPED, CAPTURED, DEION & PILAR, TORI & DEAN, and Movies

SCHEDULING STRATEGIES:

At its recent upfront, Oxygen described its 2008 programming plans, which include: original programming Tuesday night around the year - "Seamless Tuesdays"; renewing THE JANICE DICKINSON MODELING AGENCY for a fourth season, with the show returning in August; and a reality show in development called DANCE YOUR ASS OFF.

PROGRAM/SCHEDULE CHANGES:

JUNE-JULY:

PREMIERES:

**June 10th - OXYGEN'S 25IEST: POWER COUPLES - a pop-culture themed special hosted by Tori Spelling and Dean   McDermott at 10pm.
**June 17th - TORI & DEAN: HOME SWEET HOLLYWOOD at 10pm

FINALES:

**June 3rd - DEION & PILAR: PRIMETIME LOVE at 10:30pm

AUGUST AND BEYOND:

PREMIERES:

**Oxygen is introducing a new programming strategy targeted to Tuesday, with a new series or new episode premiereing every Tuesday at 10pm. 
**August 26th - THE JANICE DICKENSON MODELING AGENCY season #4 at 10pm
**August 11th - NBC's coverage of the 2008 Summer Olympicsrolls out on 8/8/08, and among the NBC networks carrying the Games will be the newly-acquired Oxygen with two hours of gymnastics and other sports beginning each evening from 6-8pm for a period of 10 days.

YEAR AGO/BIG PICTURE:

Compared to July 2007, one year ago - there has been a substantial growth in delivery and demos all around.Overall share and delivery was up +50% and +58%, respectively.Women 18-49 was up +50% share and +55% delivery overall.The Oxygen Movie was up +94% delivery overall and SNAPPED was up +49%.

TORI & DEAN: HOME SWEET HOLLYWOOD broke the record books on Oxygen and was the most-watched season opener for an Oxygen original series in the history of the cable net, with growth of as much as 30 percent in total viewers from one year earlier. (Oxygen press)

JULY 2008 PRIMETIME RATINGS ANALYSIS:

The primetime average for ratings, share and demos was up this month as compared to June.Overall share and delivery was up +2-% and +30%, respectively.Women 18-49 was up +29% share and +27% delivery.In fact almost every night across the board was up in all key demographics.Tuesday, Wednesday, Thursday and Saturday saw the most significant gains with their core demographics.

Monday night was a combination of their Oxygen double feature movie which was up +40% in overall delivery. Oxygen also aired SNAPPED, and Sci Fi Channel originals GHOST HUNTERS and GHOST HUNTERS INTERNATIONAL.These two new reality shows, right off of the Sci Fi Channel, had a tremendous season the channel.Talk about synergy between the two sister networks.I guess we can expect more crossover programming from the NBC Universal family in the coming weeks.

Tuesday nights were stacks of the latest version from the franchise TORI & DEAN: HOME SWEET HOLLYWOOD.HOME SWEET HOLLYWOOD was favored by the Women 18-49 demos, and was the most-watched show in the demo for any series in the history of Oxygen. An instant success on the Channel, these two celebrities have come into their own with their new series.Already an instant favorite for the Oxygen viewer, ratings are just going through the roof for this cute couple!

Wednesday, Friday and Saturday nights were movies.The Oxygen movie was also up +43% share with Women 18-49 this month.Titles worthy of mentioning are: Unfaithful, It Could Happen to You, Steel Magnolias and A League of Their Own. Thursday and Sunday nights were stacks of SNAPPED.SNAPPED was up +40% share this month.

Overall, a pretty remarkable month of ratings and programming for the Channel.  Kudos to Oxygen!

ADDITIONAL RATINGS ANALYSIS:

TORI & DEAN: HOME SWEET HOLLYWOOD attracted more than 1.1 million viewers, making it Oxygen's highest-rated and most-watched Tuesday primetime program ever. (Multichannel 7/23/08)

PROGRAM ACQUISITIONS:

None announced.

PROGRAM RENEWALS:

BAD GIRLS CLUB (season #3)

PROGRAM CANCELLATIONS:

TALK SEX WITH SUE JOHANSON

ADDITIONAL SHOWS CURRENTLY AIRING:

LIVING SINGLE, GRACE UNDER FIRE, A DIFFERENT WORLD, MAD ABOUT YOU, ELLEN, XENA: WARRIOR PRINCESS, ABSOLUTELY FABULOUS, THE ELLEN DEGENERES SHOW, INHALE

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