WE TV Performance/Schedule Analysis - November 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of December 23, 2008)

TARGET DEMOGRAPHIC:

Women 25-54.

NOVEMBER 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, MY FAIR WEDDING

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. And one of their scheduling strategies has been stacking a single original on a given night.  Programs are scheduled 2 or 4 episodes at a time back-to-back, allowing the viewer to really get a taste of a particular program and have the opportunity to 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:

OCTOBER - NOVEMBER 2008:

PREMIERES:
**October 6th - GIRLFRIENDS (Mon-Fri @12noon)

**October 14th - SEX CHANGE HOSPITAL at 11pm

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

FINALES:

**October 25th - THE LOCATOR at 9pm

**October 26th - BRIDEZILLAS at 9pm
**November 22nd - JOHN EDWARD CROSS COUNTRY
**November 28th - MY FAIR WEDDING at 10pm

DECEMBER AND BEYOND:

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 14th 2009 - THE LOCATOR (season #2)

YEAR AGO/BIG PICTURE:

Comparing November 2007 - WE was up +11% in delivery from one year ago.Women 18-49 and 25-54 delivery up +25%.Sunday nights in particular had a +100% increase in share and +83% in delivery. Original series that were up include: BRIDEZILLAS up +50% share and +37% delivery, and JOHN EDWARDS +36% delivery.CINEMATHEAPY was also up +50% share from one year ago.

NOVEMBER 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, October.Overall share fell flat and delivery was down -12%.However Thursday nights saw some significant growth.Overall share was up +50%.Women 18-49 was also down this month.

Monday night's stack of off-net acquisition GIRLFRIENDS was down this month.Tuesday night's SECRET LIVES OF WOMEN was also down -33%.Newbie SEX CHANGE HOSPITAL is holding its own and surpassing its lead-in numbers from SECRET.This six-part series is an interesting concept as each episode unfolds and shares the story of how each person came to terms with their sexuality and their journey toward making the final transition from one gender to another.This series too, concluded its run this month.WE has had a lot of success over the year with these short-lived series.

Wednesday nights were a double stack of THE LOCATOR and 20/20 ON WE.20/20 was up +33% in overall share this month.LOCATOR was down this month.Even though it broke records with its premiere as the highest rated premiere ever for the network, its hard to keep up that momentum.But fear not, it did get a nod for a second season which is ready to go into production.We'll keep an eye on this series to see how it performs in future weeks.

Thursday nights CINEMATHERAPY was up slightly +2% delivery overall even with titles that are dated and have played over and over again on this Channel: Sleeping with the Enemy, Indecent Proposal, and French Kiss. Friday nights continued with stacks of 48 HOURS ON WE and the WOMEN BEHIND BARS series.  48 HOURS was up +6% delivery this month.While WOMEN BEHIND BARS was flat, it did have a +33% increase with Women 18-49 share this month.This hard core series really appeals to WE's core demographics.  In addition, a few specials repeated this month on Friday nights: Extreme Ghost Stories, 666 Searching for Satan, and Ghost Moms.

Saturdays were more of the THE LOCATOR and JOHN EDWARDS.EDWARDS concluded its season run with the finale on the 22nd and bowed out gracefully with a +5% increase in delivery overall for the month.And rounding out the weekend on Sundays, the ever popular WE GO BRIDAL block with signature show BRIDEZILLAS and MY FAIR WEDDING.BRIDEZILLAS was down this month as was WEDDING in all key demos.  WEDDING also had its season finale this month...perhaps weddings were not in the air this month?Sweeps programming can be unpredictable and take away from regular viewing audiences.

PROGRAM ACQUISITIONS:

GHOST WHISPERER (off-net CBS.  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:

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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