Vh1 Performance/Schedule Analysis - August 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 26, 2008)

TARGET DEMOGRAPHIC:

Adults 18-24, Adults 18-49.

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

I LOVE MONEY, LUKE'S PARENTAL ADVISORY, NEW YORK GOES 2 HOLLYWOOD, BROOKE KNOWS BEST, R&R PICTURE SHOW, THE CHO SHOW, I WANT TO WORK FOR DIDDY, AMERICA'S NEXT TOP MODEL, I LOVE THE NEW MILLENIUM, FABULOUS LIFE OF

SCHEDULING STRATEGIES:

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 their original series.

Vh1 airs standalone countdown shows heavily throughout its schedule.  These shows tend to rate extremely well whenever and wherever they are scheduled.

In addition, Vh1 has been producing more programs in their critically-acclaimed ROCK DOCS series.  Though these programs don't often score huge ratings, the shows attract a significant amount of press and media buzz.

PROGRAM/SCHEDULE CHANGES:

JULY - AUGUST 2008:

PREMIERES:

**BROOKE HOGAN KNOWS BEST premieres on July 13.
**I LOVE MONEY premieres on July 13.

AND BEYOND:

PREMIERES:

**THE PICKUP ARTIST season 2 premieres October 12, 2008.
**Vh1 will air the CRITICS' CHOICE AWARDS on Jaunary 8, 2009.

YEAR AGO/BIG PICTURE:

As is the story with many cable networks during August, big ratings from the Olympics and the nearly 24/7 coverage across broadcast and cable networks clearly affected the overall ratings of Vh1.

Overall, the network saw a decline of 11% in viewer share from a year ago.   On a positive note, Monday nights specifically saw an increase in viewers 50% over last year and big gains across key female demographics.  Celeb-Reality continues to dominate and Vh1 is go-to source for all that guilty-pleasure programming.  (Sure beats watching coverage of the stock market.)

AUGUST 2008 PRIMETIME RATINGS ANALYSIS:

When compared to July 2008, Vh1 showed neither an increase nor a loss in viewers - a positive sign with the Olympics vying for eyeballs.

Monday nights saw the clearest increase in viewers.  Household share was up 71% when compared to July and nearly all key demographics saw increases.  (Women in both the 18-49 demo and 25-54 demo saw triple-digit increases.)  I LOVE MONEY and NEW YORK GOES 2 HOLLYWOOD continue to dominate the lineup and it's clear that Celeb-Reailty continues to succeed on Vh1.

Tuesday nights also saw a positive turn from July, showing an increase of 17% over last month.  Increases were strong among the younger demographic, but even strong among older women.  I LOVE MONEY again brought in viewers Tuesday night as did reruns of BROOKE KNOWS BEST.

Wednesdays were down 17% from last month, while Thursday nights fell 14%. Friday and Saturday nights were tied for the weakest nights of the week.  A haphazard schedule and tired reruns are again to blame for the loss over four consecutive days.

Despite a loss of 24% on Sunday nights, newcomer THE CHO SHOW had a fairly successful showing in its first few weeks though it couldn't come close to being able to maintain it's lead in ratings.

PROGRAM ACQUISITIONS:

None announced.

PROGRAM RENEWALS:

FLAVOR OF LOVE, ROCK OF LOVE GIRLS: CHARM SCHOOL (to be hosted by Sharon Osbourne.)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

Vh1 ALL ACCESS, FLAVOR OF LOVE, I LOVE THE 80S, BROOKE KNOWS BEST, ROCK AND ROLL PICTURE SHOW

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