Vh1 Performance/Schedule Analysis - July 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 2, 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


JULY 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS:

NEW YORK GOES TO WORK,  DAISY OF LOVE,  BROOKE KNOWS BEST 2, R&R PICTURE SHOW, CHARM SCHOOL 3, 100 GREATEST HIP HOP SONGS, T.O. SHOW.

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.

PREMIERES:

**TOOL ACADEMY 2 premieres August 2.

**LORDS OF REVOLUTION premieres August 10

**WOODSTOCK: NOW AND THEN premieres August 14

**MY ANTONIO premieres August 16.

**BEHND THE MUSIC premieres September 10.

**DIVAS will air live on September 17.

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


JULY 2009 PRIMETIME RATINGS ANALYSIS:

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

HH

P18-49

Monday 8-11pm

62%

62%

Tuesday 8-11pm

21%

33%

Wednesday 8-11pm

-20%

-22%

Thursday 8-11pm

36%

36%

Friday 8-11pm

4%

6%

Saturday 8-11pm

10%

21%

Sunday 8-11pm

-28%

-36%

MTWTFSS 8-11pm

7%

4%

Source: The Nielsen Company's National Television Audience Sample

July was essentially flat with last year, with two nights experiencing double-digit demo losses, while Monday, Tuesday and Thursday grew siginificantly. Overall, this maintains June's annual growth pace, albeit for different nights of the week. While Monday's growth was generated by new episodes of new and returning series, continuing fascination with all-things Michael Jackson goosed the latter two. Only three of the Network's 21 weekly hours were consistently scheduled throughout the month, as VH1's reliance on stunts and specials was even further stretched with stunt scheduling of stalwart series throughout the week.

Key stunt was THE GREAT DEBATE, which dominated Week 2 of the month, stripping across 10p, while repeats filled  WE-FR. Viewers were not strongly motivated by this survey-based mini-series, which underdelivered the time period average.

The only series which launched in July, T.O SHOW, premiereded the last Monday of the month, and earned top demo honors for that night of the week. Original epsiodes of CHARM SCHOOL continued to perform well at 9p on this night and provided a compatible lead-in for the T.O premiere

Tuesdays featured a mixed bag of specials movies and series, with a repeat of THE MICHAEL JACKSON MEMORIAL special earning top demo honors for the evening. HH and demos were up from a year ago, as well as from June.

Wednesdays featured THE ROCK AND ROLL PICTURE SHOW and repeats of CHARM SCHOOL 3. None of the titles stood out, leading to declines from 2008 , as well as from June.

King of Pop-related fare stood out on Thursday, as the perfomance of m.o.w. THE JACKSONS: AN AMERICAN DREAM provided VH1 with it's second highest rating for the month, more than doubling the Prime average. 

Friday benefited from a repeat of  MICHAEL JACKSON: KING OF VIDEOS, which topped the other films, specials and series repeats slotted that night. While flat with last year, the night was down sharply from June, when it benefited from a plethora of Jackson-related fare.

A second run of the JACKSON FAMILY m.o.w. was the top performer for Saturday, which was flat with last month, but up somewhat over 2008.

Sundays were driven by new episodes of DAISY OF LOVE at 9p (repeating at 1030p,) leading into new episodes of BROOKE KNOWS BEST 2 at 10p, which did a great job of holding the lead-in. The season finale of DAISY OF LOVE was the top-rated program for the month, tripling the Prime average for HH and quadrupling it for P18-49. Despite this, the night overall was flat with June and down from last year.

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.

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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