WE TV Performance/Schedule Analysis - October 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of November 24, 2008)

TARGET DEMOGRAPHIC:

Women 25-54.

OCTOBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

BRIDEZILLAS, 20/20 on WE, SECRET LIVES OF WOMEN, 48 HOURS ON WE, CINEMATHERAPY, WEDDING CENTRAL, THE LOCATOR, AMAZING WEDDING CAKES, WOMEN BEHIND BARS, JOHN EDWARD CROSS COUNTRY

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 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:

SEPTEMBER - OCTOBER 2008:

PREMIERES:

**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

**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 AND BEYOND:
**February 14th 2009 - THE LOCATOR (season #2)

FINALES:

**November 28th - MY FAIR WEDDING at 10pm

YEAR AGO/BIG PICTURE:

Comparing October '07 - WE was up +49% in delivery from one year ago.Women 18-49 share was up +100%, and overall delivery was up+77%, respectively. Tuesday, Wednesday and Saturday nights had a +100% increase in overall share.48 HOURS, BRIDEZILLAS and CINEMATHERAPY were all up +50% in overall share from one year ago as well.  Additionally, JOHN EDWARDS was up +23% in delivery.

OCTOBER 2008 PRIMETIME RATINGS ANALYSIS:

WE's primetime program average Monday-Sunday for ratings, share and delivery was down slightly this month compared to September.  Overall share fell flat and delivery was up +10%.However Wednesday nights did show substantial growth in terms of share and delivery which was up +33% and +7%, respectively.

October was filled with new episodes of continuing favorites and WE tv premieres.  Last month series premieres AMAZING WEDDING CAKES was actually down this month.  Not an uncommon occurance amongst new programming.  Proceeding months are always hard to keep up in ratings and the momentum, but overall these two series are succeeding extremely well in WE's key demographics.  THE LOCATOR broke records premiering as the highest rated premiere ever for the network and as the network's most watched telecasts ever. Rated as one of the top programs this month, LOCATOR finale which was on Saturday, October 25th was well received and a second season is set to go into production. 

The return of JOHN EDWARD CROSS COUNTRY was down -16% in overall delivery this month.The Sunday night wedding block continued with popular signature series this month.  BRIDEZILLAS was up +5% in overall delivery, and surprisingly was also up +100% share with Men 25-54.  Who said this program only appeals to the women??

The premiere of GIRLFRIENDS which was stacked in a two hour time slot proceeding BRIDEZILLAS on Mondays.  GIRLFRIENDS will also be be stripped Monday-Friday at 12noon. This acclaimed sitcom revolves around the friendship of a group of women from different walks of life, who experience the trials and tribulations that most women face - a perfect fit for this network.

Tuesday nights were WOMEN BEHIND BARS and a double stack of SECRET LIVES OF WOMEN.  SECRET LIVES was up +7% in delivery and +33% with Women 25-54 share. Both shows show real footage and raw material - exposing subjects like "Eating Disorders" and "Mistresses" first-hand from women who dare to discuss.

Wednesday nights continued with 20/20 ON WE which flat this month.Followed by a double stack of THE LOCATOR.  Thursday nights Cinematherapy was up +50% share this month with titles like Two Weeks Notice, French Kiss, Big and Look Who's Talking.

Friday nights continued with stacks of 48 HOURS ON WE.  48 HOURS was down this month.Proceed by more WOMEN BEHIND BARS.  Saturdays were all about and more of THE LOCATOR and JOHN EDWARDS.And rounding out the month on Sundays was the usual wedding block programming.  The final of BRIDEZILLAS on October 26th gave way as a perfect lead-in to the premiere of MY FAIR WEDDING at 10pm which retained its audience.  This bridal series with the help of celebrity wedding planner David Tutera already looks like a winner.  We'll keep an eye on it in the coming weeks to see how it holds up!  One special to note of this month, was Friday, October 21st at 9pm 666: Search for Satan, which went behind some of the earth's most terrifying locations and uncovering spine-chilling events that took place there.  A nice twist on the classic ordinary Halloween movie programming that all the other networks aired this month.

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:

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

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