Style Analysis - February 2011

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FEBRUARY 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Style stands out from other channels mainly due to the fact that their programming offers more than personality-driven shows. They offer big personalities, really good stories, and feature true experts in their fields.  While 80 percent of The Style Network's schedule is made up of original shows, 20 percent consists of acquisitions. They look for high-volume, established series that already come with a built-in brand. Along with their original  programs,  CLEAN HOUSE, KIMORA: LIFE IN THE FAB LANE, and WHOSE WEDDING IS IT ANYWAY?, their strategy has cemented the channel's relationship with its viewers.

Not unlike sister network E!, consistent scheduling patterns are sketchy at best. They do blocks of originals stacking, but the theme is not consistent throughout the month. There is no appointment viewing, rather it is the brand that you drop in and out of, like a magazine. You know what you are going to get, you just need to decide if you feel like viewing it at the time.  The one thing that it is consistent throughout all of the programming - it is all about the "style."

FEBRUARY 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / February 2011 vs. February 2010  (% Change)

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

0%

0%

100%

Tuesday 8-11pm

-50%

--

0%

0%

Wednesday 8-11pm

-50%

0%

0%

0%

Thursday 8-11pm

0%

-100%

0%

0%

Friday 8-11pm

0%

0%

-33%

0%

Saturday 8-11pm

-50%

--

-33%

-50%

Sunday 8-11pm

-67%

-100%

-50%

-50%

MTWTFSS 8-11pm

-50%

0%

0%

-50%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago February 2010, overall ratings were down.  Share was down -50% and delivery was down -21%, respectively.  Women 18-49 share, their core demographics fell flat.  The MOVIES WITH STYLE franchise was up +50% with Women 18-49 share and up +49% in overall delivery from one year ago.

The monthly primetime averages for ratings, share and demo delivery were down this month compared to last month.  Overall share was down -50%, and delivery was down -28%, respectively.  While there were no new series or season premieres this month, original series continue to dominate the primetime line-up.  JERSEYLICIOUS was down     -33% this month.  However it was in repeats, being that last month was the series second season finale which we reported was the most watched telecast in the network's history.

Last month was the season four premiere of KIMORA: LIFE IN THE FAB LANE which garnered its most watched season premiere to-date, however was down this month in all key demos.  Nevertheless, KIMORA continues to draw an audience and represents a classic signature program for the network.  Style's s weekly pop culture show THE DISH, which also made a strong debut in its new time slot on Sundays at 10pm last month, was down as well.

CLEAN HOUSE, Style's most popular original series, and its spin-off series CLEAN HOUSE MESSIEST HOUSE was down this month in overall demos, but continues to draw appointment-viewing ratings.  There were a few airings of reality show WHAT'S EATING YOU.   STYLE STAR, Style's documentary series about stars and celebrities was also down this month.  THE MOVIES WE LOVE franchise, was up +5% this month.  And under the umbrella MOVIES WITH STYLE, was also up +50% with Women 18-49 share.  Titles worthy of mentioning were: When Harry Met Sally, One Fine Day, My Girl, and Bridget Jones' Diary. In fact, MOVIES in general for the network pulled in the highest ratings this month.

The network strategy has not been on movies or specials but rather stacks of original series programming.  Style continues to branch out with their strategy of focusing on original programming that has really made a connection with their viewers.  Overall, not a stellar month for ratings, but a solid month of programming with more consistent scheduling blocks that clearly is making a difference in their primetime line-up.

CABLEU NEED TO KNOW

Style has been strutting away from runway-based, high fashion-oriented programming in favor of more inspirational content that focuses on the triumphs and trials of ordinary women.  Style is placing a greater emphasis on the life changes and issues of ordinary women, which have helped the network draw record numbers of viewers.  They have become much more character and story-driven.

Style is looking for show pitches and hosts.  They are particularly interested in lifestyle programming, such as travel, weight loss, cooking and home.  They are looking for unique and refreshing fashion and beauty shows. Much of Style's success is attributable to the network's reality-driven content.  Everyday women who get makeovers, go shopping, do housecleaning and even become an undiscovered Miss America. Style is a niche network with mass appeal - 90% of shows are original that feature everyday people.

According to Style Network executive vice president Salaam Coleman Smith, "it's the reality TV phenomenon that has completely transformed the programming landscape for women.  The transition of the American public becoming the star of the show has transformed the image of women in media," said Smith. "It's an exciting time because there is so much diversity with how women are portrayed whether positive, negative, outrageous, irreverent or traditional."  Smith attributes its success to tapping into the true desires of what women really want to watch.

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