WE TV Analysis - March 2010

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MARCH 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.

MARCH 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

F25-54

P25-54

Monday 8-11pm

-58%

-61%

-60%

Tuesday 8-11pm

14%

-2%

10%

Wednesday 8-11pm

13%

18%

37%

Thursday 8-11pm

56%

218%

137%

Friday 8-11pm

0%

21%

9%

Saturday 8-11pm

24%

20%

22%

Sunday 8-11pm

21%

25%

44%

MTWTFSS 8-11pm

0%

2%

7%

Source: The Nielsen Company's National Television Audience Sample

Betty White seems to be saving networks all over the place. Before the highly publicized Facebook campaign to have her host SNL, she co-starred in the GOLDEN GIRLS which helped WE to huge gains on Monday nights against last March.

The Wedding themed night (PLATINUM WEDDINGS and RICH BRIDE, POOR BRIDE) moved to Sunday nights and delivered modest gains in Households but showed double-digit losses in the female and Adult audiences demos.

Friday nights showed the largest losses year-to-year, two weeks had movies and two had stacks of MY FAIR WEDDING.  Only one of the movies (PRETTY IN PINK) seemed to work, delivering at or above year ago levels.

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. Women in peril and wedding-related programming are staples here. 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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