WE TV Analysis - August 2010

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AUGUST 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

This most female of networks runs a structurally very predictable and stable schedule. Most nights if you like what's on at 8pm, you'll like the whole evening, for they stack as heavily as virtually any network out there. Often, the same series title will run for an entire evening. The range of programming is very wide, with original series related to weddings taking up a lot of real estate (MY FAIR WEDDING, BRIDEZILLAS, AMAZING WEDDING CAKES). Off-network newsmagazine reversions are a popular staple, and THE LOCATOR, an original production aimed at finding and re-uniting family members lost to one another, remains a fairly strong performer. We'd be remiss if we didn't mention GOLDEN GIRLS. This sitcom antique, with its famous blue-haired ensemble cast, often gets more telecasts than any other title, and it has for years. Sound crazy? Watch the network. It works.

AUGUST 2010 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / August 2010 vs. August 2009 (% Change)

HH

F25-54

P25-54

Monday 8-11pm

-13%

7%

10%

Tuesday 8-11pm

-18%

-15%

-30%

Wednesday 8-11pm

-28%

-32%

-29%

Thursday 8-11pm

-11%

7%

0%

Friday 8-11pm

-11%

-19%

-10%

Saturday 8-11pm

-39%

-16%

-23%

Sunday 8-11pm

3%

-3%

-10%

MTWTFSS 8-11pm

-13%

-11%

-15%

Source: The Nielsen Company's National Television Audience Sample

It was a tough month for WEtv, with double-digit declines in all key demos from last year.  Five nights were down, one was flat and Monday's showed modest growth in W25-54 and P25-54 from last year (Thank you Betty White).

 Sundays wedding themed offering was the only night with Household growth and had a slight W25-54 increase but double-digit losses in P25-54.

 Wednesday's slate of movies showed the largest declines from last year in most demos followed closely by Saturday nights.

CABLEU NEED TO KNOW:

Known in development circles for smart, approachable executives, WEtv strikes us as especially approachable at the moment. They have relatively few titles that are used heavily in a very predictable, user-friendly schedule. Strong performers at the moment include THE LOCATOR, BRIDEZILLAS and MY FAIR WEDDING. Don't even think about men when pondering what to pitch these folks. They view in such small numbers that they're often barely measurable.   Watching this network is especially important in understanding it because there's a mix of old off-network acquisitions with original productions. Ancient GOLDEN GIRLS sitcom episodes and reversions of old 20/20 and 48 HOURS segments coexist with some very smart original productions. It's impossible to understand how this works without watching. And, following the netowork here, each month. Come in with a new, affordable twist, and these folks will listen.

WETV DEVELOPMENT FACT SHEET

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