Style Performance/Schedule Analysis - August 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 25, 2008)

TARGET DEMOGRAPHIC:

Women 18-49. Geared toward the young, upscale, educated professional female.

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

EXTREME MAKEOVER, HOW DO I LOOK, CLEAN HOUSE, WHOSE WEDDING IS IT ANWYAY, KIMORA, SPLIT ENDS,   PETER PERFECT

SCHEDULING STRATEGIES:

The Style Network, not unlike her sister network E!, has no consistent scheduling patterns. 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 about the "style."

PROGRAM/SCHEDULE CHANGES:

JULY - AUGUST:

PREMIERES:

**August 13th - CLEAN HOUSE season #7 at 10pm
**August 16th - INSTANT BEAUTY PAGEANT (Season #3) at 9pm
**August 16th - THE DISH at 10pm

SEPTEMBER AND BEYOND:

**March 2009 - RUNNING IN HEELS

YEAR AGO/BIG PICTURE:

Compared to a year ago last August '07, overall delivery was up +14%.Wednesday and Friday nights were particularly strong with shares that were up +50% and +100% respectively.Some of the staple series/franchises were also up from one year ago: WHOSE WEDDING IS IT ANYWAY, HOW DO I LOOK?, I PROPOSE, and EXTREME MAKEOVER.

AUGUST 2008 PRIMETIME RATINGS ANALYSIS:

The monthly primetime average for Monday-Sunday in terms of ratings, share and demo delivery was down slightly this month compared to July.However, Friday nights specifically saw significant growth this month.There was a +27% increase in overall delivery.And Women 18-49 was up +15% delivery as well.

The network staples showing no signs of erosion continue to be: EXTREME MAKEOVER, SPLIT ENDS, CLEAN HOUSE, WHOSE WEDDING IS IT ANYWAY?, KIMORA and HOW DO I LOOK?EXTREME MAKEOVER was down this month, as was SPLIT ENDS, HOW DO I LOOK and KIMORA.KIMORA specials was down -31% in delivery.

Signature show CLEAN HOUSE season #7 premiered on August 13th at 10pm to 546,000 total viewers among Women 18-49 (Style press 8/6/08).Not too shabby for a seasonopener.In addition, more success this month was for Style favorite WHOSE WEDDING IS IT ANYWAY, which was up +41% in overall delivery and +50% in Women 18-49 and 25-54 share.

Celebrity driven KIMORA: LIFE IN THE FAB LANE now in season two continues to be one of the channel's highest rated original series programs.Even though it was down this month, Style continues to develop new properties that speak to their viewers but also showcase personalities and characters like KIMORA does.Edgy enough to bring in that young demo, but still accessible to not scare away advertisers.KIMORA represents these amazing personalities that people love to watch and what this is all about on this Channel.

A couple of season premieres this month to report on: INSTANT BEAUTY PAGEANT and THE DISH.The new season of INSTANT BEAUTY PAGEANT was actually down this month in key demos.But, DISH, a magazine style series hosted by Danielle Fishel that focuses on the best and worst of celebrity culture,Already looks like it jives with the Style viewer - we'll keep our eye on this one in the coming weeks - but its all about fashion, beauty, guilty pleasures, and must see moments - doesn't this already sound like an instant success for this Channel?

This month there were lots of stacked programming nights.A particularly good strategy for this network, since so much of their schedule tends to be erratic.And rounding out the month were a handful of specials, and a splatter of one-off originals series.Some specials worthy of mentioning: Glamour Best Dressed List, Kimora specials, and 15 Pageant Scandals.

ADDITIONAL RATINGS ANALYSIS:

Style posted its most-watched month in its history, delivering 126,000 total viewers, up +12% compared to July 2007, marking the network's 37th month of consecutive year on year growth. (Style press 7/29/08)

PROGRAM ACQUISITIONS:

GLAMOUR'S 50 BEST DRESSED 2008

PROGRAM RENEWALS:

None announced.

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

THE BIG PARTY PLANOFF, HOT GUYS WHO COOK, I PROPOSE, INSTANT BEAUTY PAGEANT, PANTRY RAID, ULTIMATE STYLE, DRESS FOR SUCCESS

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