Style Performance/Schedule Analysis - November 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of December 23, 2008)

TARGET DEMOGRAPHIC:

Women 18-49. Special emphasis on W18-34. Geared toward the young, upscale, educated professional female.

NOVEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

EXTREME MAKEOVER, HOW DO I LOOK, CLEAN HOUSE, WHOSE WEDDING IS IT ANWYAY, 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 and quickly made 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. And with their original  programs, this has established to cement the channel's relationship with its viewers.  Programs like CLEAN HOUSE, KIMORA: LIFE IN THE FAB LANE, and WHOSE WEDDING IS IT ANYWAY?

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 about the "style."

PROGRAM/SCHEDULE CHANGES:

OCTOBER - NOVEMBER 2008:

PREMIERES:

NOVEMBER AND BEYOND:

**November 9th - RUBY
**November 22nd - SPLIT ENDS  at 8pm

PREMIERES:

DECEMBER AND BEYOND:

**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
**March 1st 2009 - RUNNING IN HEELS

YEAR AGO/BIG PICTURE:

Compared to a year ago last November 2007, overall delivery was up +30%.Monday, Wednesday and Thursday nights were particularly strong with increases of share by +100%.Women 18-49 share overall was also up +50%.Some of the staple series/franchises were also up from one year ago: CLEAN HOUSE, CLEAN HOUSE COMES CLEAN and SPLIT ENDS.

NOVEMBER 2008 PRIMETIME RATINGS ANALYSIS:

The monthly primetime average for Monday-Sunday in terms of ratings, share and demo delivery was up considerably this month compared to last month, October.Overall share and delivery was up +100% and +34%.In fact Women 18-49 share was up +50% and delivery was up +27%, respectively.Almost every night of the week had huge increases across the board in all key demos.

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 up +29% in delivery this month.A new season of SPLIT ENDS premiered on the 22nd, and was up +94% in delivery.HOW DO I LOOK was up +11%.While signature series KIMORA was down this month, the KIMORA specials were up +10% in overall delivery this month.This series now in its second season continues to be one of the Channel's highest rated, most acclaimed original series.

Wednesday nights were stacks of signature show CLEAN HOUSE which was up +26%.And spin-ff show CLEAN HOUSE COMES CLEAN was up +66% in delivery.Lifestyle, makeover and home improvement continue to be topics that ring true with this network and this month was no exception.New episodes of original series and a lot of on air attention has certainly paid off for this network - and it was a sweeps month to boot!Well done Style!

Weddings, weddings, weddings...a theme that most female oriented networks cover, continue to be a popular favorite with viewers this month.With programs like WHOSE WEDDING IS IT ANYWAY, HOW DO I LOOK and specials like Glamour's 20 Weddings Do's & Don'ts.But this month's biggest attraction was the premiere of new, original series RUBY which premiered on the 10th. RUBY, an obese person living in a society that caters to regular-sized people with seemingly ordinary activities presenting many difficult challenges.Why are we as a society so fascinated by the absurd or abnormal?Style execs probably aren't sure of the answer but with record ratings performance they probably aren't thinking about why, but how can I sustain the momentum?.The debut episodeheld a record performance in households, total viewers and all key demos. Comparably, the one-hour premiere more than tripled Style's prime-time average in households, total viewers, and women 18-49 (Style press).We'll keep an eye on this new hopeful in the coming weeks to see how it holds up.And as in true Style scheduling, it was peppered all over the primetime schedule throughout the week, thus allowing maximum viewing opportunities for their viewers.

Magazine style series THE DISH which focuses on the best and worst of celebrity culture, was up +16% in overall delivery.This relative new series is an instant success.But didn't we know this one would have wings on this network - its all about fashion, beauty, guilty pleasures, and must see moments - doesn't this have all the makings of an instant success?

Once again, 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 then there's always the series eps from sister network E!, like TRUE HOLLYWOOD STORY, and ON E! which adds to their programming line-up.And lastly, off-net acquisition BIGGEST LOSER which aired on November 3rd with 2 back-to-back episodes was up +22% delivery this month.Normally, we would say that Style could use some more of these kind of off-net acquisitions into their primetime line-up to beef up the ratings, buts since this was a stellar month for its originals, we don't have to say it!

ADDITIONAL RATINGS ANALYSIS:

None announced.

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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