Oxygen Performance/Schedule Analysis - July 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 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.


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:Completed airing its current season. Produced by SokoLobl Ent. and Tollbooth Television.


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.


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: The show has not been picked up for an additional season.  43 x 60.  Produced by Fremantle Media North America.


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.


JULY 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, 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.

THE NAUGHTY KITCHEN WITH CHEF BLYTHE BECK will premiere September 22nd, 2009 at 10pm


RATINGS ANALYSIS:

Live Primetime Ratings Comparison:

July 2009 vs July 2008

HH

M25-54

F25-54

P25-54

Monday 8-11pm

33%

25%

67%

40%

Tuesday 8-11pm

0%

0%

-9%

0%

Wednesday 8-11pm

-33%

-25%

-29%

-33%

Thursday 8-11pm

25%

0%

17%

25%

Friday 8-11pm

25%

0%

17%

25%

Saturday 8-11pm

-27%

-33%

-29%

-30%

Sunday 8-11pm

-14%

0%

-11%

-14%

MTWTFSS 8-11pm

0%

0%

-11%

-14%

Source: The Nielsen Company's National Television Audience Sample

Compared to July 2008, one year ago, overall share fell flat and delivery was down -9%. Women 18-49 were also down a modest -4% in delivery.However, Monday and Friday nights in particular were up substantially from last year.  Overall delivery on both of these nights were up +39% and +11%, respectively.  Original series SNAPPED was down overall in key demos, but resonated with young men.  Men 18-49 share was up +33% from one year ago.

The primetime average for ratings, share and demo delivery were up this month compared to last month.  In fact, overall share was up +20% and delivery was up +9%, respectively.Women 18-49 were up +13%.  While there were no new premieres to speak of this month, the synergy between sister entertainment network NBC, allowed Oxygen to repurpose episodes of the highly rated AMERICA'S GOT TALENT show.  TALENT is touted as being the highest rated show of the summer in network television.  It helped boost  Monday nights significantly.  The other winning contribution this month was the continuation of the hit reality show DANCE YOUR ASS OFF which premiered last month.  DANCE became the most watched series premiere in network history among W18-49, A18-49 and total viewers.(Oxygen press 6/30/09)  Last month was the launch of Oxygen's second night of original programming, kicking it off with DANCE YOUR ASS OFF which is just one example of how the network is making great strides in attracting a younger, hipper female audience.

This month MOVIES were down with the coveted female demos, but up with Men 18-49 & 25-54 by as much as +33%.  Interestingly enough, without rhyme or reason most of the titles have already aired and have been repeated monthly.  Nonetheless, titles that were scheduled this month continued with their strategy of airing bigger box office theatricals that have "A" list female talent attached to the films.

Continuing the scheduling strategy of stacking, off network acquisitions like AMERICA'S NEXT TOP MODEL,  MODEL was up +20% share this month.  Most of its regularly scheduled time slots were substituted with AMERICA'S GOT TALENT this month.  MODEL continues to bring the network's median age down. Signature show SNAPPED was down this month but still continues to be one of the highest rated programs on the network.

Season four of TORI & DEAN: HOME SWEET HOLLYWOOD continued this month on Tuesday nights and was up +50%. We have said it before but this power couple have created their own signature show for this network.   Overall a very successful month with lots of original programming.


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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