Style Analysis - July 2010

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JULY 2010 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."

JULY 2010 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / July 2010 vs. July 2009  (% Change)

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

0%

0%

0%

Tuesday 8-11pm

-50%

0%

0%

-50%

Wednesday 8-11pm

-25%

0%

-20%

-33%

Thursday 8-11pm

0%

-50%

-25%

-33%

Friday 8-11pm

0%

0%

-25%

-33%

Saturday 8-11pm

-33%

-50%

-25%

-33%

Sunday 8-11pm

0%

0%

-33%

0%

MTWTFSS 8-11pm

0%

0%

0%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago July 2009, overall ratings were down.  Share fell flat and delivery was down -22%.  Women 18-49 their core demographics were also down.  However Monday nights in particular were up +10% in delivery.  Signature programming CLEAN HOUSE boosted primetime averages on Monday nights.  THE MOVIES WE LOVE franchise was up +40% in overall delivery from one year ago.

The monthly primetime averages for ratings, share and demo delivery were up this month compared to last month.  While overall share fell flat, delivery was up +11%.  Original series continued to dominate the primetime line-up.  Sunday nights, where most cablers premiere and air their strongest programming has been no deterent for Style. RUN'S HOUSE, a new off-MTV reality show for the network was stacked on Sunday nights this month.  This new deal for the network allows Style access to episodes from all seasons of the popular series to-date and also includes the spin-off series DADDY'S GIRLS.  With an off-cable acquisition such as this, the show freshens the line-up and also brings in a built in audience.  This crossover series has been said to have the spirit of JERSEYLICIOUS, the family focus of GIULIANA & BILL and the parenting and business strategies of KIMORA: LIFE IN THE FAB LANE which makes this series to have a found a perfect home and nice accompaniment to Style's line-up.

There were also two new season series premieres this month to highlight as we mentioned in last month's report.  HOW DO I LOOK? premiered on July 10th at 8pm.  HOW DO I LOOK? was up +50% share with Women 25-54 .  WHOSE WEDDING IS IT ANYWAY? premiered on the 10th at 9pm and was up a modest +3% on overall delivery.

Signature show KIMORA: LIFE IN THE FAB LANE ended its 3rd season back in May was up +6% in delivery overall this month.  There were only a couple of airings of JERSEYLICIOUS this month but this new reality series has proven itself to become an instant success.  This series comes back with a second season in September and we certainly will have a full report on it then. 

CLEAN HOUSE, Style's most popular original series, continues to draw appointment-viewing ratings, and was up a signficant +35% delivery this month.  Spin-off series CLEAN HOUSE: MESSIEST HOUSE was down -13% in delivery.

Off-network acquisition THE SUPERNANNY had a couple of airings this month and was up overall.  THE DISH was up +5%.  TACKY HOUSE was down -14%, and THE MOVIES WE LOVE franchise was also down.  However, the network strategy has not been on movies or specials, but rather stacks of original series programming.  A strategy that is definitely working for the channel, and giving Style more of a brand identity.   Their strategy of airing more originals has cemented the channel's relationship with its viewers.

CABLEU NEED TO KNOW

Singing sensation Fefe Dobson is taking over as the "sound of Style" this summer.  For 14 weeks from Saturday, May 29 through Monday, September 6, the music and videos of the critically-acclaimed 21 Music/Island Records artist will be featured on The Style Network, as well as on its Web site.  As part of its mission to foster new talent in areas such as fashion and music, Style is throwing its full support behind singer Fefe Dobson whose star is fast on the rise.  Dobson fans alike will find her music presented in frequent rotation on Style in a variety of ways, on-air and online --- from stand-alone video segments to Web features to special short-form content.

Style is officially 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.  As part of the network's transformation, Style has introduced a new tagline, "Before Meets After." The tagline better reflects content from their shows KIMORA: LIFE IN THE FAST LANE and RUBY.  According to network president Salaam ColemanSmith, 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.  "We became much more character and story-driven, and by shifting to more character- and story-driven shows, we really also developed a connection to our audience that was far more enduring."

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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