Oxygen Performance/Schedule Analysis - June 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of July 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: 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.


JUNE 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. 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:

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

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


RATINGS ANALYSIS:

Live Primetime Ratings Comparison:

June 2009 vs June 2008

Yearly % change*    H'hold        M25-54    F25-54    P25-54
Monday 8-11pm       -20%            -33%       -29%      -20%
Tuesday 8-11pm        33%            --             60%       25%
Wednesday 8-11pm    25%            --             20%       67%
Thursday 8-11pm       50%          100%         33%       20%
Friday 8-11pm           25%             0%         20%       25%
Saturday 8-11pm         0%             0%         11%         0%
Sunday 8-11pm           0%          -50%        -13%      -17%
MTWTFSS 8-11pm  0%               0%       -17%      0%
*The Nielsen Company's National Television Audience Sample

Compared to June 2008, one year ago, overall share fell flat but delivery was up +9%. Women 18-49 was up +14% share and +11% in delivery.Original series SNAPPED was up +20% share and +19% in delivery overall.  The Oxygen MOVIE was up +20% with Women 18-49 share from one year ago.  Movies in general on this channel have beome a staple.  Solid, contemporary titles with lots of female appeal.

The primetime average for ratings, share and demo delivery were up this month compared to last month.  In fact, overall share was up +25% and delivery was up +22%, respectively.Women 18-49 was up +33%.  The combination of original series premiering and in new episodes, made a signficant contribution this month sweeping across all key demos.

This month MOVIES were up substantially.Share was up +50%, and Women 18-49 was up +33%.Some titles worthy of mentioning were Pride and Prejudice, The Notebook, Dukes of Hazzard, Little Miss Sunshine, and Shall We Dance. Some of this month's success can easily be attributed to newer  network window titles, that haven't been scheduled repeatedly on the network like so many of the existing titles in their inventory in months past.In addition, movies this month were bigger box office theatricals that have "A" list female talent attached to the films.

Continuing the scheduling strategy of stacking, off network acquisition AMERICA'S NEXT TOP MODEL was up +25% share.  MODEL continues to bring the network's median age down. Signature show SNAPPED was up +24% this month and continues to be one of the highest rated programs on the network.  CAPTURED which aired last month was not on the schedule this month.

Last month's premiere of season four of TORI & DEAN: HOME SWEET HOLLYWOOD was down this month.However, this power couple has become a signature show in their own right.This month, Oxygen kicked off its second night of original programming with the premiere of its first-ever dance/weight-loss competition series DANCE YOUR ASS OFF on Monday, June 29th at 10pm. The 10 one-hour episode series launched with a super sized 90-minute premiere with limited commercials. DANCE became the most watched series premiere in network history among W18-49, A18-49 and total viewers.(Oxygen press 6/30/09)  Since its acquisition by NBCU, Oxygen has made great strides in its bid to attract a younger, hipper female audience.  In 2nd quarter of this year the network grew its primetime ratings among Women 18-34 by 54%, largely due to a slte of sassy original series like BAD GIRLS CLUB, PRETTY WICKED and this month's new series DANCE YOUR ASS OFF.


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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