Style Performance/Schedule Analysis - July 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 19, 2009)

CURRENT AND SIGNATURE PROGRAMS:

CLEAN HOUSE (REALITY/MAKEOVER)
Each week, one cluttered clan puts itself at the mercy of host Niecy Nash (RENO 911!) and her crew of interior designers and organizers.  They decide what stays and, more importantly, what goes--by way of a giant yard sale.  Then they turn around and pour the proceeds into a much-needed home makeover.
Status: Currently in its seventh season, Produced by E! Entertainment Television.


CLEAN HOUSE COMES CLEAN
(REALITY/MAKEOVER)
Counts down the five most transformed homeowners of all time.
Status: Currently in its third season.  Produced by E! Entertainment Television.


DRESS MY NEST
(REALITY)
Design guru Thom Filicia shows women how to find their true style""and live in it.
Status: Currently in its fourth season.  19 x 30.


EXTREME MAKEOVER
(REALITY/MAKEOVER)
Three people are chosen to receive the makeover of a liftetime which includes:  plastic surgery, lasik surgery, cosmetic dentristy, makeup, and fitness. 
Status: Off ABC network acqusition.


FASHION POLICE
(REALITY)
This half-hour series is the ultimate insider's guide to the hottest looks on today's catwalks, red carpets and movie screens.
Status:Produced by E! Entertainment Television and New Harbor Ent.

HOW DO I LOOK? (REALITY) 
Every episode features a fashion-impaired victim as he or she gets a makeover from two close friends and one professional stylist.
Status: Produced by Style Network.


I PROPOSE
(REALITY)
Behind every dream wedding is the perfect marriage proposal--and don't the gentlemen who bring extraordinary flair and finesse to the occasion deserve their own moment in the spotlight? To celebrate these wizards of romance, Style Network vows to engage hearts.
Status: Produced by Stone and Company Ent.


KIMORA: LIFE IN THE FAB LANE
(REALITY)
An inside look at the glamorous life of devoted mom and Baby Phat creative director Kimora Lee Simmons.
Status:Produced by Style and Stick Figure Prods.

RUBY (REALITY)
In the tradition of "Little People, Big World" comes this unscripted series, which gives viewers a look at life from the perspective of a woman living in Savannah, GA., who happens to weigh 500 pounds.

Status: Season #2 premieres July 2009. Produced by Gay Rosenthal Prods.

SPLIT ENDS (REALITY)
A reality show in which hairstylists swap salons.
Status: Currently in its fourth season.  Produced by 44 Prods.

STYLE HER FAMOUS (REALITY)

Every episode features a makeover candidate who fancies the look of one particular star. A select group of experts take over from there, teaching the subject the professional secrets of high-end hair and makeup and taking her shopping for the hottest clothes and accessories.
Status: Produced by Style Network.

WHOSE WEDDING IS IT ANYWAY? (REALITY) 
This revealing reality series digs deep into the hectic lives of party pros as they scout locations, juggle seating charts and dole out tissues to blubbering moms.
Status:Currently in its ninth season.  94+ x 60. Produced by Style Network, True Ent. and Lion Television.

JULY 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

CLEAN HOUSE, CLEAN HOUSE COMES CLEAN/MESSIEST HOUSE, WHOSE WEDDING IS IT ANWYAY, ON E!, THE DISH, STYLE HER FAMOUS, RUBY, DRESS MY NEST, HOW DO I LOOK?, KARDASHIANS, MY SUPER SWEET 16


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 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."


UPCOMING PREMIERES:

GIULIANA AND BILL premiered August 5th at 9pm

SUPERNANNY will premiere September 4th

RATINGS ANALYSIS:

Live Primetime Ratings Comparison

July 2009 vs July 2008    

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

0%

-33%

-50%

Tuesday 8-11pm

0%

0%

0%

0%

Wednesday 8-11pm

0%

-67%

-17%

-25%

Thursday 8-11pm

0%

100%

20%

0%

Friday 8-11pm

50%

0%

33%

50%

Saturday 8-11pm

0%

100%

33%

50%

Sunday 8-11pm

0%

0%

0%

0%

MTWTFSS 8-11pm

0%

0%

0%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago July 2008, overall ratings were down. Share fell flat, and delivery was down -3%.  However Women 18-49 share were up +33%. In fact, signature staples like CLEAN HOUSE, WHOSE WEDDING IS IT ANYWAY? and HOW DO I LOOK? were all down significantly from a year ago.  The only exception was THS INVESTIGATES which was up +30% in overall delivery from one year ago.

The monthly primetime averages for ratings, share and demo delivery were up significantly compared to last month.  While overall share fell flat, delivery was up a whopping +27%.   Women 18-49 were up +40%.  And looking at the nights individually Monday and Tuesday nights had some of its biggest growth in quite a while.

Primetime programming that still define the network and continue to be its staples are DR. 90210, DRESS MY NEST, CLEAN HOUSE, WHOSE WEDDING IS IT ANYWAY?, RUBY and KIMORA.  DR. 90210 was not on the schedule this month nor was DRESS MY NEST or KIMORA.  WHOSE WEDDING IS IT ANYWAY? was up +100% share and +10% in delivery this month.  And RUBY was up a modest +4% in overall delivery.

Wednesday nights continued its stack of CLEAN HOUSE.  CLEAN HOUSE was up +50% this month as was its spin-off show CLEAN HOUSE COMES CLEAN was up +100% share.There is no doubt that lifestyle, makeover and home improvement continue to be big topics on this network, as proven by yet another show added to this franchise CLEAN HOUSE: THE SEARCH FOR THE MESSIEST HOME.  MESSIEST HOME continued its run this month and even though the demos were down, it still was one of the highest rated programs on the channel.

THE DISH was up +9% in delivery and The STYLE SPECIAL series was up +19% this month.  It was another month of sharing series with sister network E!.  TRUE HOLLYWOOD STORY was up +43% and KEEPING  UP WITH THE KARDASHIANS was up +100%.  Definitely an advantage for this network to tap into programming that is already established and use it as a launch pad for originals.  And keeping in that vein, MY SUPER SWEET 16, an off-MTV series aired this month.  Style has access to select episodes of all current seasons to-date.  A smart strategy that also brings in a built in audience that definitely skews younger.

And lastly the MOVIES WE LOVE franchise was also up significantly.  Who can figure when they are airing older dated titles like Three Men and a Baby and Picture Perfect.This was the second month in a row that the network's strategy didn't focus heavily on specials as in previous months, but stacks of original series programming.  A new strategy that is definitely working for them, and giving them more of a brand identity.


PROGRAM ACQUISITIONS:

SEX AND THE CITY, HE'S JUST NOT THAT INTO YOU and THE WOMEN.  (Shared movies with sister network E!, starting July 2012)


MY SUPER SWEET 16(off MTV, select epsiodes of all current seasons to-date)

SUPERNANNY (exclusive off-net rights/ABC. Begins September 2009)


PROGRAM RENEWALS:

GIULIANA AND BILL (season #2)

RUBY (season #2)


PROGRAM CANCELLATIONS:

None announced.

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