Vh1 Performance/Schedule Analysis - August 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 23, 2009)

TARGET DEMOGRAPHIC:

Adults 18-49.


CURRENT AND SIGNATURE PROGRAMS

BEHIND THE MUSIC  tells artists' stories through in-depth, intimate interviews with the artists and their families, friends and colleagues, along with rare and never-before-seen video and film footage -- and of course the iconic narration of Jim Forbes, who will continue to tell it like it is in 2009.
Status: Premiered 1997  New Season Premiereing September 10, 2009  Produced by VH1 Productions 

BROOKE KNOWS BEST Season 2 - Last season was all about Brooke turning 19, leaving home and living on her own for the first time. This new season continues to focus on Brooke's new life: her posh Miami pad with best friends and roomies Glenn and Ashley and her hopes for superstardom as a musician.
Status: Premiered June 2009

CELBRITY REHAB WITH DR. DREW Season 3 - Similar to the first two cycles, the third season of "Celebrity Rehab with Dr. Drew" will follow the real-life experiences of celebrity patients undergoing detoxification and treatment at The Pasadena Recovery Center.  The show will follow Mackenzie Phillips (ONE DAY AT A TIME), Heidi Fleiss, Tom Sizemore, Dennis Rodman, Mindy McCready (Country Music Singer), Lisa D'Amato (ANTM), Mike Starr (Alice in Chains), Joey Kovar (REAL WORLD HOLLYWOOD) and Kari Ann Peniche (Playboy Playmate). The series will chronicle the patients'(Tm) intensive 21-day program with both group and one-on-one therapy and non-traditional therapies like art and music. Status: Premiering 1st Q 2010  8x60 Produced by Irwin Entertainment

CHARM SCHOOL WITH RICKI LAKE Season 3 - For the first time ever the halls of Charm School will be filled with charming wannabes from two dating shows, ROCK OF LOVE BUS and REAL CHANCE OF LOVE.  Ricki and her capable deans will nurture and motivate these girls to become the self-sufficient, refined and respectable young ladies they are all capable of being. What's more, while they're putting in the work on themselves, the girls will also be helping to make the world a better place.Status: Premiered May 11, 2009    10 x 60

DAISY OF LOVE - Former ROCK OF LOVE finalist Daisy gets a fairy tale come true and the chance to find a Rocking Prince Charming in her new series. But she won't go at this alone. Former CHARM SCHOOL Dean, Riki Rachtman, will be her rock savvy guide throughout this journey. He will be her confidante, shoulder to cry on, and counselor to guide her when she is blinded by love. Status: Premiered April 25, 2009  13 x 60   Produced by 51 Minds Entertainment

FOR THE LOVE OF RAY J - Ray J, acclaimed singer, songwriter, actor and celebrated "bad boy" of Hollywood has lived the life most people only dream about -- late nights and lots and lots of girls. But being in the business as long as Ray J has been has made him question whether true love is possible...Ray will bring 14 of the finest girls from around the country to his mansion in the Hollywood Hills and put them through challenges, dates and eliminations to find the ladies that are smart, funny and beautiful enough to survive the cut. Status: On hiatus since April 27, 2009  12 x 60

LIVE & LOUD FRIDAYS - A six-week concert series that will air every Friday at 9p. Each thirty-minute episode will include one band performing three of their biggest hits from the featured concert.
Premiered July 17   6 x 30.

GOTTI'S WAY Season 2 -It's a new season  and life goes on for Irv, Deb & the kids. This season is about "breaking the cycle" -- for Deb, that means taking the first steps towards independence and showing her kids that this is not the way a marriage is supposed to be. For Irv, the record industry, and in particular hip-hop, are in dire straits and there's no signs that it's going to change. As a result, Irv is going to shake things up by breaking a new street artist -- "Newz."  Status: Premiered May 4, 200912 x 60    Produced by 51 Minds Entertainment

THE T.O. SHOW - Emotional, entertaining and most of all revealing, Terrell Owens will expose his personal life as never before, bringing all the drama, energy and heart that only he can bring.
Premieres  July 20.

MY ANTONIO - Actor, model, and one of Calvin Klein's most famous faces, Antonio Sabato Jr. was once the ultimate bachelor, desired by beautiful women all over the world. Now, Antonio is looking to settle down, open his heart and share his life with the woman of his dreams. Welcome to My Antonio, a reality-dating show that will find the one woman who can prove her inner flame burns as brightly as that of one of the most devastatingly handsome men in the world.
Premieres August 16

NEW YORK GOES TO WORK - New York (Tiffany Pollard) will let America decide the jobs she will do. Each week, the viewing public will pick from a list of three possible jobs for their favorite girl and vote using texts from their cellular phone. Will New York have to be a Veterinarian's Assistant, a Fishing Boat First Mate, or a Sewer worker? Her motivation? Money. If she can impress her new employer, she'll receive a $$10,000 bonus. If she quits, fails, or gets fired, she receives nothing. Status: Premiered May 4, 2009   12x60  Produced by 51 Minds Entertainment


AUGUST 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS:

TOOL ACADEMY 2; T.O SHOW; CHARM SCHOOL 3; REAL CHANCE OF LOVE 2, BEATLES ANTHOLOGY; VH1 ROCK DOCS; MEGAN WANTS A MILLIONAIRE; MOVIE; MY ANTONIO

SCHEDULING STRATEGIES:

VH1 continues to have success with home-grown series, often built around Reality "stars" from earlier series (e.g. NEW YORK GOES TO WORK featuring a former FLAVOR 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 their original series.
Episodes of new series tend to receive multiple Prime plays during the week each epsidoe premieres.

PREMIERES:

**BEHND THE MUSIC premieres September 10.

**DIVAS will air live on September 17.

**VH1 HIP-HOP HONORS will air live on October 12.

AUGUST 2009 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison:
August 2009 vs. August 2008  (% Change)

HH

P18-49

Monday 8-11pm

19%

26%

Tuesday 8-11pm

-5%

13%

Wednesday 8-11pm

42%

30%

Thursday 8-11pm

-3%

0%

Friday 8-11pm

24%

20%

Saturday 8-11pm

4%

6%

Sunday 8-11pm

-21%

-20%

MTWTFSS 8-11pm

5%

7%

Source: The Nielsen Company's National Television Audience Sample

August was essentially flat with last year, with two nights experiencing double-digit demo losses, while Monday, Wednesday and Friday grew siginificantly. Overall, this maintains June & July's annual growth pace, albeit for different nights of the week.  Premiere series MEGAN WANTS A MILLIONAIRE  was abruptly pulled from the lineup, due to the legal difficulties of a contestant, throwing some of VH1's plans for the month awry.

Key stunt was 5-part documentary LORDS OF THE REVOLUTION, which dominated Week 3 of the survy, stripping at 8p. Each episode, devoted to revolutionary icons such as Timothy Leary or the Black Panthers, significantly underdelivered the time period average. Specials capitalizing on nostalgia from the '60s through the '90's played a significant role in filling some of the holes left by the aforementioned series cancellations.

On Mondays, T.O SHOW continued to take top honors, following it's late-July debut. It shared top demo honors with REAL CHANCE OF LOVE 2, which debuted in CHARM SCHOOL 3'S 9p time slot the week after CHARM SCHOOL 3 finale. That ultimate episode improved the night's average for P18-49 by nearly 50%, helping establish lead-out T.O. SHOW. The night was up sharply from July '09 as well.

Tuesdays featured a mixed bag of series repeats,leading into the 10 repeats of MEGAN WANTS A MILLIONAIRE and then MY ANTONIO. Both series grew somewhat over their lead-ins, and the nnight grew somjewhat in key demos.

Wednesdays featured a mixed bag of specials leading into another run of REAL CHANCE OF LOVE 2. A 9p run of THE BEATLES ANTHOLOGY capitalized on the bands' renewed pop-cultural currency, and shared top HH honors with another run of the Jackson 5 telepic on THE ROCK & ROLL PICTURE SHOW. Wednesday grew sharply over July as well, especially with older demos.

Another biopic led Thursday in HH and demo delivery, with WHAT'S LOVE GOT TO DO WITH IT earning the best demo and HH delivery for a night that was flat with last year and down sharply from last month.

Friday benefited from yet another run of THE JACKSONS: AN AMERICAN DREAM biopic, as well as the documentary WOODSTOCK REVISITED, which VH1 simulcasted with co-producer History Channell This offering topped the other films, specials and series repeats slotted that night. While flat with last month, the night was up significantly over last year.

Saturday's mixed bag of specials and series repeats was down somewhat from last month, now tha Michale Jackson fever has died down a bit. No one title stood out for HH or demo honors.

The premiere of  TOOL ACADEMY  on August 30 led Sundays for HH and demos, providing a strong lead-in for premieres of MY ANTONIO at 10p. MY ANTONIO also benefited from three premiere episodes of MEAGAN WANTS A MILLIONAIRE, before the latter was pulled due to the controversy noted above. Overall, the night was down significantly from August 2008 as the Movies and repeats in the 8p hour proved to be the night's weak link.

PROGRAM ACQUISITIONS:

STYLISTA, off the CW.

RUPAUL'S DRAG RACE (off sister network Logo)

PROGRAM RENEWALS:

TOUGH LOVE returns for a second season in 4Q09.

I WANT TO WORK FOR DIDDY has been renewwed for a second season and is set to debut in Fall 2009.

CELEBRITY REHAB WITH DR. DREW has been renewed for a third season and is set to debut in early 2010.

CELEBRITY FIT CLUB has been renewed for a seventh season and is set to debut February 14, 2010.

CRITIC'S CHOICE AWARDS

VH1 PEPSI SMASH SUPER BOWL BASH

VH1 ROCK HONORS (premieres Q2/Q3)

PROGRAM CANCELLATIONS:

MEGAN WANTS A MILLIONAIRE and I LOVE MONEY 3 (2010) - Cancelled August 2009 due to contestant's legal issues.

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