TruTV Performance/Schedule Analysis - June 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of July 20, 2009)

CURRENT AND SIGNATURE PROGRAMS:

BLACK GOLD (NON-FICTION)
Wildcatters, Texas oil prospectors searching for riches.  Follows several of them and their crews of roughnecks as they risk hundreds of thousands of dollars and their lives setting up rigs in an attempt to strike oil.
Status: Season 2 premieres in August.  Produced by Original Productions

COPS (REALITY)
A completely unfiltered look at law enforcement on the streets, COPS changed television by taking cameras into real-life police situations. Each episode travels to a different US city.
Status: Currently airing.  Off-net acquisition.

DOMINICK DUNNE'S POWER, PRIVILEGE AND JUSTICE (NON-FICTION)
The famed Vanity Fair contributor and foremost expert of society's elite, Dominick Dunne shares his unique access to true stories of prominent and powerful people who fall from grace and are brought to justice. (Full Disclosure: CABLEready, sister company of CableU, distributes DOMINICK DUNNE internationally.)
Status: Currently airing.

FORENSIC FILES (NON-FICTION)
Each episode profiles one criminal case and follows forensic experts as they piece together the crime puzzle with every piece of evidence available. (Full Disclosure: CABLEready, sister company of CableU, developed and sold FORENSIC FILES to Court TV/truTV -- and distributes the show interntationally.)
Status: Currently airing.

MAN VS CARTOON (NON-FICTION)
Explores the ageless question: Can what happens in cartoons be duplicated in real life?  Aims to recreate Wile E. Coyote's attempts to snag the Roadrunner. 
Premiered in June, 2009.  Produced by Pilgrim Films and Warner Horizon.

MOST SHOCKING (REALITY)
Showcases crimes caught on tape; themes include Most Shocking Police Shootouts, Most Shocking Dangerous Drivers and more.
Status: Currently airing.

PRINCIPAL'S OFFICE (NON-FICTION)
Follows school administrators across several schools as they deal with unruly students.
Status: Season 2 currently airing.  Produced by Leftfield Pictures.

PSYCHIC DETECTIVES (NON-FICTION)
Follow real psychics who are employed by the police to help solve crimes; told from the perspective of law enforcement officials.
Status: On hiatus.

SMOKING GUN PRESENTS (NON-FICTION)
Teaming up with the infamous website, experts and entertainers offer commentary as they countdown the dumbest criminals caught on tape.
Status: Currently airing.

SPEEDERS (NON-FICTION)
Following officers coast to coast, get a first-hand look as cops pull over surprised motorists that challenge the speedometer.
Status: Currently airing.

JUNE 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

OPERATION REPO, INSIDE, COPS, SMOKING GUN PRESENTS

SCHEDULING STRATEGIES:

Original series dominate TruTV's primetime schedule.  The only acquired program is COPS. Since most of their series provide a different take in the area of criminal law and justice, there are no thematic evenings distinct from one another, rather a relatively even distribution of original series.  A heavy reliance on FORENSIC FILES and a handful of other series dominates the schedule.   

As new series are introduced to the schedule, the network created a few generic slots across the week for repeats.  The additional exhibitions in short bursts of 2-4 weeks give their new titles a chance to gain recognition with the casual viewer.  When a series does break out, like MOST SHOCKING, they have moved it into a regular timeslot.

With the transition of the network to TruTv at the beginning of 2008, the crime and investigation focus has been replaced with a broader, non-fiction/reality mix of programs.  While the existing base of crime series continues, new programming explores topics as diverse as oil wildcatters, poolside waitresses in Las Vegas, and repo men.


UPCOMING PREMIERES:

** August 19 - BLACK GOLD (Season 2)

JUNE 2009 RATINGS ANALYSIS:

A good month for the network.  Target men are up in both demo breaks versus year ago, significantly so with the younger 18-49 set.  Median age is down 5% from last June, continuing a downward trend that's lasted throughout this calendar year.  Even the month to month numbers are up, the 3rd year in a row that June has improved on May.  What's interesting is that all of this good news comes with just one new series introduced for the entire month of June.

We're sounding like a broken record, but it's music to the network's ears.  OPERATION REPO rules the roost once again.  Weekly premieres on Monday nights are kicking it, with male deliveries more than double the network's monthly average.  Repeats on Mondays and Tuesdays keep the momentum going as well.  Thus far, the net has done a very nice job of not overusing the series on the heels of its growth spurt these last few months.

INSIDE AMERICAN JAILS returned this month with a full slate of premieres on Sunday nights and the results were very good.  3 of the 4 weeks topped network averages in target men.  JAILS was the 2nd highest rated series for the month, only behind OPERATION REPO for men in both demo breaks.

SMOKING GUN PRESENTS was in all repeats for the month, bouncing around on Thursdays and a bit on Saturdays.  Nevertheless, numbers remain above average for the month.  In addition, TSG was one of the drivers for the month to month increases in men 25-54.  Strong repeats, a favorite of network programmers everywhere.

MAN VS CARTOON debuted this month, unfortunately, with less than stellar numbers.  A team of engineers looking to duplicate the antics of Wile E. Coyote's chase for the Roadrunner.  While the concept was really fun, the execution fizzled as it took a long time to get to the payoff.  The audiences seem to agree.  MAN V CARTOON was the lowest rated series of the month.

HOT PURSUIT comes back this month with premieres on Tuesdays.  Unlike INSIDE JAILS, this one didn't go so well.  Series finished second from the bottom, just above CARTOON. 

COPS had a good month, improving by double digits for target men versus last year.  FORENSIC FILES was mixed, up on 18-49, down on 25-54.  SPEEDERS was up big over May, but down versus last year. 


PROGRAM ACQUISITIONS:

None announced.

PROGRAM RENEWALS:

None announced.

PROGRAM CANCELLATIONS:

None announced.

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