Vh1 Performance/Schedule Analysis - October 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of November 17, 2008)

TARGET DEMOGRAPHIC:

Adults 18-24, Adults 18-49.

OCTOBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

ROCK OF LOVE CHARM SCHOOL, I LOVE MONEY, REAL CHANCE OF LOVE, I WANT TO WORK FOR DIDDY, BROOKE KNOWS BEST, VH1 HIP HOP HONORS, TRADING SPOUSES, CELEBRITY REHAB, SCREAM QUEENS, ROCK AND ROLL PICTURE SHOW, THE PICK UP ARTIST

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.

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:

SEPTEMBER - OCTOBER 2008:

PREMIERES:

**THE PICKUP ARTIST season 2 premieres October 12, 2008.
**BEST WEEK EVER premieres October 24 at 11pm

AND BEYOND:

**Vh1 will air the CRITICS' CHOICE AWARDS on Jaunary 8, 2009.

PREMIERES:

**A REAL CHANCE AT LOVE premiered Monday, December 8, 2008.
**CELEBRITY REHAB PRESENTS SOBER HOUSE premieres on January 15, 2009.

FINALES

**SCREAM QUEENS finale aired Monday, December 8, 2008.
**CELEBRITY REHAB finale airs December 18, 2008.

YEAR AGO/BIG PICTURE:

Continuing on the downward trend from the last few months, Vh1 saw a 20% drop in overall viewer share from last year.

Much like last month, nearly every night of the week slipped from last year, and the network is skewing older, too.  Still, there were some clear positive gains in individual shows, and that should lead Vh1 to determine its next best steps for bringing in viewers and making them stay.

OCTOBER 2008 PRIMETIME RATINGS ANALYSIS:

Another flat month for Vh1 in October, although the network did see some nice gains agross the younger demographics.  Men 18-49 were up 14% from last month, and Women 18-49 rose 10% in share.  Overall, the net is skewing a bit younger, too - most definitely a product of the new celeb-reality programs that started on Vh1's fall schedule.

Monday nights styaed flat from a month ago overall but saw some increases in those key younger demographics.  REAL CHANCE OF LOVE scored among the highest numbers for the night, though the schedule on Monday nights could have benefitted from a little more order.

Tuesday and Wednesday nights both fell from last month, most probably due to the nearly completely inconsistant schedule.

Thursdays FABULOUS LIFE OF at 9pm and GLAM GOD at 10pm coulcn't score much of an audience.  Though there was no growth from last month, Men 18-49 were up 40%, most probably due to CELEBRITY REHAB on 10/23.

Fridays saw a very nice growth of 17% in overall viewer share from a month ago.  CELEBRITY REHAB and a variety of movies brought in some nice sized audience numbers, especially for a Friday night.

Saturdays fell 14% from las month.  Again, a completely inconsistant schedule and tired reruns are the most likely culprit.

Sunday nights remains Vh1's strongest night of the week.  Viewers were up 60% overall and all the key demographics saw similar increases as well.  ROCK OF LOVE CHARM SCHOOL dominated at 10pm, foolowed up by THE PICK UP ARTIST at 10pm.

It's clear Vh1 has the ability to attract viewers with new programs, fun ideas, and crazy characters.  They need more of that to build up their weekly lineup from month to month!

PROGRAM ACQUISITIONS:

None announced.

PROGRAM RENEWALS:

THE PICK UP ARTIST

CELEBRITY REHAB WITH DR. DREW returns on October 23rd, 2008, at 10pm.  8 episodes.

BEST WEEK EVER premieres October 24th at 11pm.

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

BROOKE KNOWS BEST, ROCK AND ROLL PICTURE SHOW

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