Style Analysis - March 2011

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MARCH 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.

Optimistic about its viewer base of "Shoptimists," a name that the network has given a group of consumers that the network categorizes as shopping enthusiasts, but brand loyalists.  Style Network announced that it has picked up a trio of new series, renewed a pair of returning favorites and unveiled 10 series in development.  Taking aim as a viewing destination for a group of women 18 to 49 who are positive, loyal and evolving, plus passionate shoppers and trendsetters.

MARCH 2011 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

-50%

-100%

0%

-50%

Tuesday 8-11pm

-50%

-100%

-50%

-50%

Wednesday 8-11pm

-50%

-100%

-50%

-50%

Thursday 8-11pm

-50%

-100%

-33%

-50%

Friday 8-11pm

-50%

-100%

0%

-50%

Saturday 8-11pm

-33%

-50%

-50%

-33%

Sunday 8-11pm

-50%

-50%

-50%

-50%

MTWTFSS 8-11pm

-50%

0%

-33%

-50%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago March 2010, overall ratings were down.  Share dropped 50% and delivery fell by 38%, respectively.  Women 18-49 share, their core demographics also dropped 33%.  Most of their top performing programs were down overall, with the exception of HOW DO I LOOK which was up +100% share and +24% in delivery from one year ago.

The monthly primetime averages for ratings, share and demo delivery were on par this month compared to last month.  Overall share fell flat and delivery fell 3%, respectively.  There were two season premieres this month to tout about.  The fourth season premiere of RUBY on Sunday night March 6th at 8pm, more than doubled Style's prior four week time period average among Households, and Total Viewers.  RUBY delivered appointment viewing numbers and hit its core Women 18-49 demos.

The second season of TOO FAT FOR 15: FIGHTING BACK season #2 premiered on Monday, March 7th  at 8pm, and scored a series best among Households and Total Viewers, up from last season's s debut by +11% and +33% respectively.

The season finale of signature show KIMORA: LIFE IN THE FAB LANE wrapped up its fourth season this month also posting significant time period gains.  KIMORA was a strong performer for Style on Sunday nights, especially with Women 18-49.

Most of the original series ratings faded this month despite dominating the primetime line-up.  Demos were down this month for some of Style's most popular series - JERSEYLICIOUS, CLEAN HOUSE and STYLE STAR.

Style's s weekly pop culture show THE DISH, was up +14% this month and spin-off series CLEAN HOUSE MESSIEST HOUSE was also up +7%  in overall delivery.  There is one special to mention this month and that was FAST AND FABULOUS: A NASCAR WEDDING on March 5th.  Nascar champion Kyle Busch and model Samantha Sarcinella gave you the inside into their wedding plans.  The special hit the 18-49 demos, so it will be interesting if Style picks up more of these kinds of specials.

THE MOVIES WE LOVE franchise, was down significantly this month.  But as the channel grows and speaks to its niche audience, original programming is the main focus.  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

At Style Network's recent upfront presentation, they unveiled nine pilots for the 2011-2012 season.  These new shows are wide-ranging and diverse.  "Each project is infused with Style's "ËœBefore Meets After' mantra and captures the aspirational and inspirational components of the network's brand", as reported by Salaam Coleman Smith, president, The Style Network.

The Style Network has a slate of new series in development for the 2011-2012 television season that features a broad range of programming genres, along with new concepts, stars and locales.  Included in the mix are weekly series focusing on fitness, organization and fashion, an inspirational family docudrama, a docuseries on expectant mothers preparing to give their children up for adoption, as well as a new half-hour lifestyle topical weekly series.

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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