WE TV Performance/Schedule Analysis - July 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 20, 2008)

TARGET DEMOGRAPHIC:

Women 25-54.

JULY 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

BRIDEZILLAS, 20/20 on WE, SECRET LIVES OF WOMEN, 48 HOURS ON WE, CINEMATHERAPY, PLATINUM WEDDINGS, THE BABY BORROWERS

SCHEDULING STRATEGIES:

WE appears to be in the game for off-network acquisitions.They just acquired CBS' GHOST WHISPERER which will premiere in Fall '09, and will be adding three new three new series to its more immediate lineup.

THE BABY BORROWERS,a six-part docu-drama that premiered on NBC, is replayed on WE after each original episode airs starting June 30.  BABY BORROWERS takes five teen-age couples and follows them as they conduct a three-week experiment to see how they handle the manufactured challenges of parenthood, pets and aging parents. The show will air Monday nights on NBC from June 30-Aug. 4.

Finally, the network picked up the rights to the last three seasons of The CW'sGIRLFRIENDS, which revolves around the friendships of three African-American women.

In addition to off-nets., WE's primetime schedule continues to incorporate more and more originals. And one of their scheduling strategies that has effectively been working is stacking a single original on a given night. Either by airing 2 or 4 episodes back-to-back, allowing the viewer to really get a taste of a particular program and stick with it for the night.

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

PROGRAM/SCHEDULE CHANGES:

JUNE-JULY:

PREMIERES:

**June 1st - BRIDEZILLAS season #5 at 9pm
**June 1st - PLATINUM WEDDINGS season #3 at 10pm

**June 18th - OMG! Sextuplets (special)

**June 24th - CHAIN GANG GIRLS (special)

**June 30th - THE BABY BORROWERS (off NBC, at 9pm)

**July 11th - PRINCE WILLIAM: SEXY AND SINGLE (special)

**July 11th - HOW TO MARRY A PRINCE (special)

AUGUST AND BEYOND:

PREMIERES:

**August '08 - F.L.I.P. MYSTERIES:WOMEN ON THE CASE (special)

**September 6th - THE LOCATOR, a 10 episode non-scripted half hour at 9pm.  
**September 6th - JOHN EDWARDS CROSS COUNTRY at 10pm

**September 7th - AMAZING WEDDING CAKES at 10pm

**Fall 2008 - GHOST WHISPERER, (off net CBS)

**October 26th - MY FAIR WEDDING at 10pm

YEAR AGO/BIG PICTURE:

Comparing July "07 - WE was up +33% in overall share +36% in delivery from one year ago.Women 18-49 share was up +50%, and overall delivery was up +44%, respectively.Thursday and Saturday nights had a +50% and +100% increase in overall share.And Women 18-49 share was up by as much as +67% and +250%.48 HOURS ON WE were one of the biggest success story in terms of delivery and share from one year ago, up +72% and +150%.SECRET LIVES was up +34% in delivery overall as well.

JULY 2008 PRIMETIME RATINGS ANALYSIS:

WE's primetime program average Monday-Sunday for ratings, share and delivery was up slightly this month compared to June.Overall delivery and share was down slightly or fell flat.However Friday nights saw some significant growth in Women 18-49 by +40% share.Overall delivery was also up by as much as +24%.And interestingly enough Men 18-49 delivery was up by as much as +50%.

Monday nights were repeats of PLATINUM BRIDES AND BRIDEZILLAS from the Sunday night block premieres.However, both shows were down this month across all the key demos. Surprising because both shows were in all new episodes. Tuesday nights were a triple stack of SECRET LIVES OF WOMEN as WOMEN BEHIND BARS left the schedule this month.SECRET LIVES was also down this month as well as it continues its run, exposing subjects like "Eating Disorders" and "Mistresses" first-hand from women who dare to discuss.

Wednesday nights continued with 20/20 ON WE and Thursday nights which usually is Cinematherapy was interrupted to air THE BABY BORROWERS.This new reality series, continues on WE tv the night following its NBC premiere. This new experiment features five teenage couples on the fast-track to adulthood.We'll see how the rest of the episodes perform, but this series was down from last month's premiere.It's a good thing too, since its sixth and final episode was this month, not exactly a ratings success for the Channel.

Friday nights continued with the stack of 48 HOURS ON WE.Finally a series that is up, up, up this month.Overall share and delivery was up by

up by +25% and +24%, respectively.However, interrupting normal programming line-up, on Friday July 11th, WE tv gave their viewers the royal treatment with two new back-to-back specials, PRINCE WILLIAM: SEXY & SINGLE and HOW TO MARRY A PRINCE.The first special explored every aspect of Prince William's love life and the second special taught you how to catch a prince of your own!!Successful shows like these prove that no matter when or where you air specials on the Royals, its almost a ratings guarentee!

Saturday nights continued this month with movies - not much to report on here. But the exception was on Saturday, July 5th when there was a double feature special Chain Gang Girls and Women on Death Row 3.Both keeping in line with their hard core look at Women in Prison programming.And Sunday nights as we mentioned above continued with WE GO BRIDAL Sundays.

PROGRAM ACQUISITIONS:

GHOST WHISPERER (off-net CBS, will premiere Fall '08.  Share with SciFi Channel.  WE will strip the series).

BABY BORROWERS, a six-part docu-drama that airs on NBC, is replayed on WE after each original episode airs starting June 30th.

GIRLFRIENDS (Off-net CW, last three seasons)

PROGRAM RENEWALS:

BRIDEZILLAS (season #5), RICH BRIDE, POOR BRIDE (season #5)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

HOPE & FAITH, DHARMA & GREG, KATE & ALLIE, FULL FRONTAL FASHION

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