WE TV Performance/Schedule Analysis - January 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of February 21, 2009)

TARGET DEMOGRAPHIC:

Women 18-54.

JANUARY 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

BRIDEZILLAS, 20/20 on WE, 48 HOURS ON WE, CINEMATHERAPY, JOHN EDWARD CROSS COUNTRY,  RICH BRIDE, POOR BRIDE, HOPKINS, PLATINUM WEDDINGS, MOMMAS BOYS, FBI FILES, WEDDING CENTRAL

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:

DECEMBER 2008 - JANUARY 2009:

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)

FEBRUARY AND BEYOND:

PREMIERES:

**  February 14th  - THE LOCATOR (season #2)

**  February 18th - LITTLE MISS PERFECT at 10pm

**  March 21st - THE LOCATOR  (season #2) at 9pm

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

YEAR AGO/BIG PICTURE:

WE fell flat for share and delivery compared to year ago performances.Women 18-49 and 25-54 were down.However, specific nights such as Wednesday and Sunday, had substantial gains.  Both nights were up +50% share.  Delivery was up +106% and +43%, respectively.Original series that were up included: PLATINUM WEDDINGS +79% delivery, and 48 HOURS ON WE at +33% share.

JANUARY 2009 PRIMETIME RATINGS ANALYSIS:

WE's primetime program average Monday-Sunday for ratings, share and delivery were up slightly this month as compared to last month.Overall share fell flat and delivery was up +2%.Women 18-49 were up +14% delivery.  Specific nights like Monday and Thursday nights saw significant growth.Overall delivery was up +35% and +21%, respectively.

Monday night's RICH BRIDE, POOR BRIDE, which premiered last month, was down.Tuesday night was the premiere of HOPKINS.  This 7 part series looks inside the legendary Johns Hopkins Hospital, meeting patients in the throes of medical crises, as doctors are forced to make life and death decisions.  Tuesday night has become a hard core, documentary type series slot that WE viewers can't seem to get enough of.

Wednesday's 20/20 was down this month, -46% share.And Thursday's CINEMATHERAPY was replaced by

MOMMAS BOYS, driving the night up +50% share and +67% delivery.  This newcomer original series about dating has become an instant success.

Friday night featured 48 HOURS ON WE and the off Discovery acquisition, FBI FILES.  48 HOURS pretty much fell flat this month, and FBI did a solid job of keeping its lead-in numbers.  Saturdays were more HOPKINS and JOHN EDWARDS. EDWARDS, in repeats because it already concluded its season finale, was down.And rounding out the weekend on Sunday nights, the ever popular "WE Go Bridal" block with signature show RICH BRIDE, POOR BRIDE, WEDDING CENTRAL and PLATINUM WEDDINGS. All three shows have become signature staples that show no signs or erosion.

PROGRAM ACQUISITIONS:

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

GIRLFRIENDS (Off-net CW, last three seasons)

FBI FILES

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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