Style Performance/Schedule Analysis - January 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of February 21, 2009)

TARGET DEMOGRAPHIC:

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

JANUARY 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

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

SCHEDULING STRATEGIES:

Celebrating their tenth anniversary this year, the channel grew out of the popularity of the fashion and red carpet programming that was on sister channel E! Entertainment Television, quickly making a name for itself with strong original programming. Although there is a lot of lifestyle programming on competing channels, Style stands out from the rest because its programming offers more than personality-driven shows. They offer big personalities, really good stories, and feature true experts in the 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."

PROGRAM/SCHEDULE CHANGES:

DECEMBER 2008- JANUARY 2009:

PREMIERES:

**December 6th - FAT FREE FIANCES special
**December 7th - LUCKY SHOPS special
**January 3rd - PETER PERFECT at 9pm
**January 11th - KIMORA: LIFE IN THE FAB LANE

FEBRUARY AND BEYOND:

PREMIERES:

**March 1st 2009 - RUNNING IN HEELS
**May 2009 - CLEAN HOUSE: THE SEARCH FOR THE MESSIEST HOME IN THE COUNTRY

YEAR AGO/BIG PICTURE:

Compared to a year ago January 2008, overall delivery was up +9%.Monday and Friday nights were particularly strong with increases of share by +100%.Women 18-49 were up a modest +3% delivery overall.Some of the staple series/franchises were also up from one year ago: WHOSE WEDDING IS IT ANYWAY, and SPLIT ENDS.

JANUARY 2009 PRIMETIME RATINGS ANALYSIS:

The monthly primetime average for Monday-Sunday in terms of ratings, share and demo delivery were up slightly this month compared to December.Overall share fell flat and delivery was up +3%.Women 18-49 was  also up +9%.

Network staples showing no signs of erosion continue to be: EXTREME MAKEOVER, SPLIT ENDS, CLEAN HOUSE, WHOSE WEDDING IS IT ANYWAY?, and HOW DO I LOOK?EXTREME MAKEOVER and SPLIT ENDS were down this month in delivery.HOW DO I LOOK? was also down.RUBY pretty much fell flat this month in key demos overall.  But we can't help wonder what happened to the debut episode,which held a record performance in households, total viewers and all key demos.Programming execs know that its always hard to keep the momentum of a new original which premieres to stellar ratings - but with a second season ordered already, and still as one of the highest rated programs on the Channel, this one looks like a keeper.

Wednesday nights were stacks of signature show CLEAN HOUSE which was up +7%.  Its spin-off show CLEAN HOUSE COMES CLEAN was up a whopping +38% in delivery.Lifestyle, makeover and home improvement still continue to be topics that ring true with this network.

Weddings, weddings, weddings...a theme that most female oriented networks cover, continued to be a popular favorite with the viewers this month, including programs like WHOSE WEDDING IS IT ANYWAY, HOW DO I LOOK, and MARTHA STEWART SPECIALS. WEDDING was up +10% delivery.  Last month's premiere of FAT FREE FIANCES was up +100% share and +41% delivery. And the Martha Stewart specials, were up this month with additional topics like Art of Cakes and Gorgeous Green Wedding.

Magazine style series THE DISH, which focuses on the best and worst of celebrity culture, was up +15% in overall delivery.TRUE HOLLYWOOD STORY was down in the demos.PETER PERFECT premiered this month with a new season, and a Style viewer favorite.  Style continues to keep their schedule by peppering their originals all over the primetime schedule throughout the week, allowing maximum opportunities for their viewers to catch an episode or two.

PROGRAM ACQUISITIONS: SUPERNANNY (exclusive off-net rights/ABC, begins Fall '09)

PROGRAM RENEWALS:

RUBY (season #2)

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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