WE TV Analysis - June 2011

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JUNE 2011 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.

JUNE 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / May 2011 vs. May 2010  (% Change)

HH

F25-54

P25-54

Monday 8-11pm

20%

36%

44%

Tuesday 8-11pm

53%

100%

82%

Wednesday 8-11pm

12%

13%

0%

Thursday 8-11pm

13%

14%

11%

Friday 8-11pm

33%

25%

50%

Saturday 8-11pm

-11%

-15%

-8%

Sunday 8-11pm

-38%

-31%

-32%

MTWTFSS 8-11pm

5%

11%

8%

Source: The Nielsen Company's National Television Audience Sample

It's on! Wetv has really picked up its game (along with some strong originals) the past few months.  Tuesday night's BRAXTON FAMILY VALUES posted large double-digit gains (triple-digits when it comes to women 25-54).

Monday and Friday were both up double-digits in every demo, boosted by their sitcom stacks (GOLDEN GIRLS & FRASIER respectively).

Thursday's lineup which was mostly wedding themed (BRIDEZILLAS and MY FAIR WEDDING) had modest growth while Sunday's wedding lineup had the largest declines against last year.  AMSALE GIRLS dropped from it's BRIDEZILLAS lead-in every week.

BRAXTON FAMILY VALUES had an encore play on Saturday nights but failed to deliver the same success as it's premiere's on Tuesday.  A new season for Toni Braxton and Family has been ordered, look for more BRAXTON FAMILY VALUES in the near future.

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.

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