WE TV Performance/Schedule Analysis - December 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of January 20, 2009)

TARGET DEMOGRAPHIC:

Women 18-54.

DECEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

BRIDEZILLAS, 20/20 on WE, SECRET LIVES OF WOMEN, 48 HOURS ON WE, CINEMATHERAPY, THE LOCATOR, WOMEN BEHIND BARS, JOHN EDWARD CROSS COUNTRY, GIRLFRIENDS, SEX CHANGE HOSPITAL, RICH BRIDE, POOR BRIDE

SCHEDULING STRATEGIES:

WE appears to be in the game for off-network acquisitions.They acquired CBS' GHOST WHISPERER which will premiere in Fall '09, and will be adding three new three new series to its more immediate lineup, which had also included BABY BORROWERS and the CW'S GIRLFRIENDS.

In addition to off-nets, WE's primetime schedule continues to incorporate more and more originals. One scheduling strategy that has been working effectively is stacking a single original on a given night. Running 2-4 episodes back-to-back, allows the viewer to get a real taste of a particular program and stick with it for the night.

In addition, WE creates movie stunts, a theme week or weekend titled Movie Film Festival.This not only gives them something to promote on-air and off, but allows them to make some noise and create an event around old movie titles that have been around for a while.

PROGRAM/SCHEDULE CHANGES:

NOVEMBER - DECEMBER 2008:

PREMIERES:

**December 6th - ROYAL VACATION GETAWAYS at 8pm (1 hr special)

**December 7th - RICH BRIDE, POOR BRIDE (season #3)

**December 13th - RADIO CITY CHRISTMAS SPECTACULAR at 8pm (1 hr special)

**December 13th - HOLLYWOOD DOES CHRISTMAS at 9pm (1 hr special)

FINALES:

**November 22nd - JOHN EDWARD CROSS COUNTRY
**November 28th - MY FAIR WEDDING at 10pm

JANUARY AND BEYOND:

PREMIERES:

**February 14th 2009 - THE LOCATOR (season #2)
**March 21st - THE LOCATOR  (season #2) at 9pm

**April 25th - I WANT TO SAVE YOUR LIFE at 10pm

YEAR AGO/BIG PICTURE:

Comparing December 2007 - WE was up +2% in delivery from one year ago.However, Women 18-49 and 25-54 was down.Wednesday nights in particular had a +100% increase in share and +135% in delivery.Original series that were up included: RICH BRIDE, POOR BRIDE +11% delivery, 48 HOURS ON WE +20% delivery, and JOHN EDWARDS up +2% from one year ago.

DECEMBER 2008 PRIMETIME RATINGS ANALYSIS:

WE's primetime program average Monday-Sunday for ratings, share and delivery was down slightly this month as compared to last month, November.Overall share fell flat and delivery was down -8%.However Monday nights saw some significant growth.Overall share was up +100% and delivery was up +17%.Women 18-49 overall was also down this month.

Monday nights stack of off-net acquisition GIRLFRIENDS was up +39% this month.Original series RICH BRIDE, POOR BRIDE came back for its third season premiere on the 7th.Tuesday nights SECRET LIVES OF WOMEN was down -10% as was SEX CHANGE HOSPITAL which proceeds it.But HOSPITAL concluded its run last month, so the few airings that it did have this month were repeats anyway.In general, many of these short-lived series have done really well for the network.

Wednesday nights regular double stack of THE LOCATOR and 20/20 ON WE aired.20/20 was up +25% in overall share this month.LOCATOR was down.LOCATOR did get a second season commitment.On Wednesday 12/24, it was a night of specials. WE aired the Radio City Christmas Spectacular, Christmas Confidential, and Hollywood Does Christmas.Sometimes it's not always about the ratings, but new programming brings in new viewers, sponsors and brand awareness to the Channel.And since it was in the spirit of the holiday season, on the eve of Christmas, it was scheduled appropriately.And who doesn't love just watching those NYC Rockettes?

Thursday nights CINEMATHERAPY was up +25% delivery overall.Titles worthy of mentioning are Monster, Momma's Boys and Bridges of Madison County which was part of a marathon special this month. Friday nights continued with stacks of 48 HOURS ON WE and the WOMEN BEHIND BARS series.  48 HOURS was up +25% delivery.WOMEN BEHIND BARS was up +21%.BEHIND BARS is a hard core series that seems to be delivering to their core demographics month after month.

Saturdays were more of the THE LOCATOR and JOHN EDWARDS. LOCATOR was down, and EDWARDS which concluded its season finale last month was also down.And rounding out the weekend on Sundays, the ever popular "WE Go Bridal" block with signature show BRIDEZILLAS, RICH BRIDE, POOR BRIDE and WEDDING CENTRAL airing this month.BRIDEZILLAS was down.RICH BRIDES as we mentioned made its season debut, and WEDDING CENTRAL was in all new episodes.There was another special that aired this month on Saturday, December 6th called Royal Vacation Getaways.It was part of a stunt entitled  "Royal Treatment Saturday", a marathon of programs featuring the Royal family.  WE viewers, like so many of the female oriented channels, still can't seem to get enought of the Royal family.  They will watch this kind of programming again and again.

PROGRAM ACQUISITIONS:

GHOST WHISPERER (off-net CBS.  Share with SciFi Channel.  WE will strip the series).

GIRLFRIENDS (Off-net CW, last three seasons)

PROGRAM RENEWALS:

THE LOCATOR (season #2, 14 episodes, starting in Feb. '09)

BRIDEZILLAS (season #6, 22 one-hour episodes, slated to debut June 2009)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

HIGH SCHOOL CONFIDENTIAL, PLATINUM WEDDINGS, WEDDING CENTRAL, RICH BRIDE, POOR BRIDE

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