TLC Performance/Schedule Analysis - August 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 22, 2008)

TARGET DEMOGRAPHIC:

Adults 28-42 "in the midst of major life transitions - getting married, first home, having children."  This month, again, TLC hit the high end of that projection...slightly older than last month.

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

JON & KATE PLUS 8, WORLD'S HEAVIEST MAN, WORLD'S TALLEST PEOPLE, LIVING WITH HALF A BODY, A NEW FACE FOR MARLIE, MYSTERY DIAGNOSIS, THE MAN WHOSE ARMS EXPLODED, WORLD'S TALLEST WOMAN, DUGGARS BIG FAMILY ALBUM, BORN A BOY, BROUGHT UP A GIRL.

SCHEDULING STRATEGIES:

TLC's new management team has gone back to Medical Anomalies and Mysteries to fill Tuesdays and Sundays while JON & KATE PLUS 8 dominate the schedule for both Monday and Wednesday.  Most of the new Series that launched this summer have been relegated to less competitive timeslots.

PROGRAM/SCHEDULE CHANGES:

JULY-AUGUST 2008:

-TAKE HOME NANNY moves to Mondays at 8pm.
-Tuesdays are Medical Anomaly and Mystery anthology at 8 and 9pm followed by DR. G, MEDICAL EXAMINER at 10pm.
-DUGGARS BIG FAMILY ALBUM moves into Wednesday at 10pm.
-SAY YES TO THE DRESS and ROCK THE RECEPTION take over 10pm on Fridays.

PREMIERES:
**BATTLEGROUND EARTH: LUDACRIS VS. TOMMY LEE - August 7, 8pm.
**HOPE FOR YOUR HOME, August 9, 8:30pm.

**WHO ARE YOU WEARING - August 22, 10pm.
**MAKING IT HOME:  GREENSBURG - August 23, 7pm.

**THE WORLD'S HEAVIEST MAN - August 31, 9pm.

FINALES:

SEPTEMBER AND BEYOND:

PREMIERES:

**OVERDESIGNED - Sept. 20, 8:30pm.
**17 KIDS AND COUNTING - Sept. 29, 10pm.
**JON & KATE PLUS 8 (Season 4) - October 6, 9pm.
**LA INK - October 9, 10pm.
**LITTLE PEOPLE, BIG WORLD (Season 4) - October 13, 8pm.
**REAL SIMPLE. REAL LIFE - October 18, 8pm.

YEAR AGO/BIG PICTURE

2008 appears to be a carbon copy of the previous year.  Ratings were dramatically down, so a new Management team was brought in to revive the network.  The transition schedule relies on heavy use of its few hit series and liberal use of Medical Anomaly and Mystery one-offs and borrowed programs from its sister networks.  Most of the previous production slate is buried in off-hours or shelved altogether.


AUGUST 2008 PRIMETIME RATING ANALYSIS:

JON & KATE PLUS 8 continues to be a big hit for TLC.  It Dominates both Monday and Wednesday night which were the only nights showing ratings growth versus last year.  Overall, TLC is down 26% in P18-49, 21% in P25-54 and 15% in Households year-to-year.

Mondays showed dramatic growth of 52% in the P18-49 demo versus last yaer.  The Gosselins  from JON & KATE PLUS 8 also drove a 48% growth in households.

Tuesday has been totally revamped from July featuring DR. G at 10pm with Medical Anamolies at 8pm and MYSTERY DIAGNOSIS at 9pm.  The night showed the biggest demo losses of 56% in P18-49 and 35% in Households against last year.

Wednesdays showed a 15% growth in P18-49 and 8% in Households over last year.  It's all about JON & KATE PLUS 8 which have been on a strong upward trend for several months.

Thursdays are showing losses for TURBO night with a 24% decline in P18-49 and 27% in the demo.  AMERICAN CHOPPER delivers the highest ratings on Thursdays.

Fridays are down 19% in P18-49 and 15% in Households against last year.  WHAT NOT TO WEAR is the central show at 9pm with SAY YES TO THE DRESS at 10pm and ROCK THE RECEPTION at 10:30pm which came into Fridays mid-month.

Saturdays Home/Real Estate night is experiencing a parallel to the mortgage industry, it's down 51% in the P18-49 and 44% in the Households versus last year.  New shows HOPE FOR YOUR HOME, REAL ESTATE PROS and HOLMES ON HOMES have not delivered the desired uptick in the housing night.

Sundays are down 39% in P18-49 and 20% in Households against 2007.  All Three hours were programmed with Medical Anomalies each week but the ratings  didn't budge from its current downward trend.

PROGRAM ACQUISITIONS:


None announced.

PROGRAM RENEWALS:

AMERICAN CHOPPER; RIDES;  LITTLE PEOPLE, BIG WORLD; JON & KATE + 8;  LA INK; WHAT NOT TO WEAR; TRADING SPACES; FLIP THAT HOUSE; SAY YES TO THE DRESS

PROGRAM CANCELLATIONS:

MIAMI INKADDITIONAL SHOWS CURRENTLY AIRING:

A BABY STORY, DINNER TAKES ALL,  HOME MADE SIMPLE, HOUSE OF TINY TERRORS, TEN YEARS YOUNGER, SPORTS DISASTERS, TAKE HOME CHEF, MOVIN' UP, ONE WEEK TO SAVE YOUR MARRIAGE, HONEY WE'RE KILLING THE KIDS!,  BACKYARD NATION, I'VE GOT NOTHING TO WEAR; RIDES; MARRIAGE CAMP; DIAGNOSIS X; LOTTERY CHANGED MY LIFE; FASHIONABLY LATE WITH STACY LONDON.

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