Oxygen Performance/Schedule Analysis - May 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of June 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 (REAALITY)
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.

MAY 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:

May 2009 vs May 2008

Yearly % change*    H'hold        M25-54    F25-54    P25-54
Monday 8-11pm           0%             --              0%          0%
Tuesday 8-11pm       -40%            --            -20%      -25%
Wednesday 8-11pm   33%            0%            0%         0%
Thursday 8-11pm        25%           0%          20%         0%
Friday 8-11pm             25%           0%          20%          0%
Saturday 8-11pm       -17%         -33%       -22%       -17%
Sunday 8-11pm          -29%         -60%      -22%       -43%
MTWTFSS 8-11pm   -20%         -33%       -17%           0%
*The Nielsen Company's National Television Audience Sample

Compared to May 2008, one year ago, overall ratings, share and delivery were down. However, Monday and Wednesday nights in particular Women 18-49 share was up +25%. Original series CAPTURED was up +20% share and +24% in delivery overall.  And Women 18-49 was up +20% share 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 -20% and delivery was down -13%.Women 18-49 was also down.However Friday nights in particular did show substantial gain with an increase in share of +25%.  And Women 18-49 was up +17%.

This month MOVIES were down across the board and in all key demos.However, some titles worthy of mentioning were: Pride and Prejudice, Rumor Has It, 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.  But they have been scheduled over and over again within the past few months, and that tends to diminish the ratings.

Continuing the scheduling strategy of stacking, off network acquisition AMERICA'S NEXT TOP MODEL was up a modest +2% in delivery.  MODEL continues to bring the network's median age down. And speaking of bringing the demo age down, original series PRETTY WICKED which premiered in April was up +8% in overall delivery. Women 18-49 share was also up +25%.  PRETTY WICKED when it premiered originally had BAD GIRLS CLUB as a lead-in; but now needs no platform and can hold its own in the ratings.

Signature show SNAPPED was down this month -10% in delivery, but still remains to be one of the highest rated programs on the network as is CAPTURED.  The content of these two shows flow into each other seamlessly.

But the real highlight of the month was the premiere of season four of TORI & DEAN: HOME SWEET HOLLYWOOD on the 26th . This power couple has become a signature show in their own right.  The premiere episode Hollywood Movers and Shakers on Oxygen was the network's most watched season premiere among Women 18-49. (Oxygen press).  The week prior there was a TORI & DEAN special that was a preview of for the coming season called Look How Far We've Come. It appears as if this power duo is here to stay on the channel.

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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