Oxygen Performance/Schedule Analysis - September 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of October 19, 2008)

TARGET DEMOGRAPHIC:

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

SEPTEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

JANICE DICKINSON MODELING AGENCY, SNAPPED, 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:

AUGUST - SEPTEMBER 2008:

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.

OCTOBER AND BEYOND:

PREMIERES:

**October 28th - COOLIO RULES at 10pm

FINALES:

**October 21st - THE JANICE DICKINSON MODELING AGENCY at 10pm

YEAR AGO/BIG PICTURE:

Compared to September 2008, one year ago - there has been a substantial growth in delivery and demos all around.Overall share and delivery was up +67% and +38%, respectively.Women 18-49 was up +50% share and +45% delivery overall.The Oxygen Movie was up +72% delivery overall.

SEPTEMBER 2008 PRIMETIME RATINGS ANALYSIS:

The primetime average for ratings, share and demos was down slightly this month as compared to August.Overall share fell flat and delivery was down -6%.However Friday night specifically showed growth.Overall delivery was up +25% & +29%.Women 18-49 delivery was up +10%.

Monday, Wednesday, Friday and Saturday nights was the Oxygen double feature movie which was up +2-% share and +14% in overall delivery this month.Some titles worthy of mentioning are: Legally Blonde, A League of Their Own, Raising Helen, When Harry Met Sally, Miss Congeniality 2, and Oceans 12. All solid titles, some perhaps more dated, but classic female films none-the-less.

Tuesdays were all about the stack of THE JANICE DICKINSON MODELING AGENCY which actually premiered in last month.Already looks like ratings continue to sustain even in its fourth year on this network. Season four premiere was the series' most watched season debut ever among key "Generation O" demos P18-49, W18-49 and W18-34. (Oxygen press 8/27/08)And season four is already experiencing double digit growth compared to season three.Janice packs in those Women 18-49 and 18-34 demographics!

And rounding out the month on Thursday and Sunday nights were stacks of SNAPPED.SNAPPED was down -7% in delivery overall this month.

ADDITIONAL RATINGS ANALYSIS:

Oxygen celebrates its most successful quarter ever for both primetime and total day. Third quarter of 2008 was the network's most watched quarter among all key demos including P18-49, W18-49, W18-34 and total viewers. (Oxygen press)

PROGRAM ACQUISITIONS:

AMERICA'S NEXT TOP MODEL premieres 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 #3)

PROGRAM CANCELLATIONS:

None announced.

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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