Vh1 Analysis - September 2011

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SEPTEMBER 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

VH1 continues to concentrate on home-grown series, often built around Reality "stars" from earlier series (e.g. DAISY OF LOVE featuring a former ROCK OF LOVE contestant.) VH1's Primetime lineup is very fluid in nature, leading to a lot of "Various" programs on their schedule grid.

VH1 will occasionally stack night of programming and air episodes of the same show back-to-back-to-back.  This can prove extremely successful for them, especially when they use these mini-marathons to premiere the latest episodes of a successful original series. Episodes of new series tend to receive multiple Prime plays during the week each episode premieres.

Music-oriented fare continues to make its presence felt on VH1, with survey-oriented specials (100 GREATEST...) joining occasional new episodes of the venerable BEHIND THE MUSIC series, along with concert specials and documentaries. Urban-appeal theatrical films, many with strong musical components, are also delivering above-average ratings to the Network.

SEPTEMBER 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / September 2011 vs. September 2010  (% Change)

HH

P18-49

Monday 8-11pm

270%

329%

Tuesday 8-11pm

-7%

0%

Wednesday 8-11pm

-21%

0%

Thursday 8-11pm

-25%

-24%

Friday 8-11pm

5%

7%

Saturday 8-11pm

-21%

-24%

Sunday 8-11pm

0%

-13%

MTWTFSS 8-11pm

7%

10%

Source: The Nielsen Company's National Television Audience Sample

VH1's  string of year-to-year increases continued for a fourth straight month in September, supported by a single night, Monday.  BASKETBALL WIVES LA, the fourth iteration of the round-ball spouses skein,  joined new episodes of  LA LA'S FULL COURT LIFE and the new season of THE T.O. SHOW to triple last year's ratings on Monday nights. All other nights were flat or down compared to September 2010, while the Median Age as up 10%. HH and key demos were down in the 20% range from August.

The top 3 series for VH1 in September all had their new episodes debut on Monday, with 8pm BASKETBALL WIVES LA repeating at 10p, sandwiched around  LA LA'S FULL COURT LIFE and  THE T.O. SHOW 3.  While virtually tripling the HH and demo delivery of last year's lineup (MONEY HUNGRY, SCREAM QUEENS,) VH1's ratings dropped 30% from Week 1-Week 4 for the 8-11pm block. Delivery was also down from August in the 30% range, on average.

Tuesday night as a whole was essentially flat with last year, and down slightly from August. The night was composed mostly of episode repeats and specials, with 40 MOST SHOCKING HIP HOP the sole stand-out.

New series TONS OF CASH saw a weak response to its first two episodes on Wednesday, as it proved unable to hold its FAMOUS FOOD  lead-in at 9pm. The Movie JOHNSON FAMILY VACATION was the top draw in September on Wednesday.  Overall delivery that was flat with last month.

Blocks of repeats and specials led Thursday to tie for the steepest year-to-year demo drop of the month. Numbers were down slightly from last month as well.

Weekends were also driven  by repeats, Movies and Specials, with two more episodes of 40 MOST SHOCKING HIP HOP taking top honors. A BEHIND THE MUSIC  REMASTERED on Rick James and the  CELEBRITY REHAB 5 Reunion show on Sunday also scored well.  While Friday was up slightly from September 2011 and last month, Saturday and Sunday dropped in the 30% range from August.

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