WE TV Performance/Schedule Analysis - September 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of October 19, 2008)

TARGET DEMOGRAPHIC:

Women 25-54.

SEPTEMBER 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 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:

AUGUST - SEPTEMBER:

PREMIERES:

**August 3rd - WEDDING CENTRAL season #2

**August 15th - 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

OCTOBER AND BEYOND:

PREMIERES:

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

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

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

FINALES:

**October 25th - THE LOCATOR at 9pm
**October 26th - BRIDEZILLAS at 9pm

YEAR AGO/BIG PICTURE:

Comparing September "07 - WE was up +40% in delivery from one year ago.Women 18-49 share was up +25%, and overall delivery was up+28%, respectively.Wednesday and Thursday nights had a +50% increase in overall share.48 HOURS ON WE were one of the biggest success story in terms of delivery and share from one year ago, up +33% and +46%.Additionally JOHN EDWARDS was up +46% in delivery overall from a year ago.

SEPTEMBER 2008 PRIMETIME RATINGS ANALYSIS:

WE's primetime program average Monday-Sunday for ratings, share and delivery was up this month compared to August.Overall share fell flat and delivery was up +19%.However Saturday and Sunday nights saw some significant growth.Overall share was up +67% and +25%, and delivery was up +107% & +40%, respectively.Women 18-49 was up +11% delivery overall.

This was a month of series premieres!!AMAZING WEDDING CAKES kicked off on 9/7, THE LOCATOR on 9/6, and the return of JOHN EDWARD CROSS COUNTRY on 9/6.The Sunday and Monday night wedding block continued with popular signature series BRIDEZILLAS, and the premiere of AMAZING WEDDING CAKES at 8pm.CAKES already looks like a winner with a huge female demo to boot!This series follows master cake designers as they show off their creations.

THE LOCATOR which actually premiered on Saturday, was sprinkled all over the schedule for viewers to sample this month. Already hit up for a season #2 renewal it premiered on the 6th to more than 1.3 million viewers and marked the network's most watch telecast ever (WE press).

Tuesday nights were a triple stack of SECRET LIVES OF WOMEN.  SECRET LIVES was down this month in key demos.  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 which was down -9% delivery this month.Thursday nights Cinematherapy was up +28% this month with titles like Only You, and The Color Purple..

Friday nights continued with stacks of 48 HOURS ON WE.  48 HOURS was down this month.In addition a few episodes of WOMEN BEHIND BARS aired on Fridays this month as well.

Saturdays were all about THE LOCATOR and JOHN EDWARDS.Saturday 9/6 kicked off the season premiere of JOHN EDWARDS.EDWARDS was up +80% in overall delivery this month.What a way to kick off a series!And rounding off the month were a couple of one-hour specials to note: Millionaire Widows, and a repeat of OMG! Sextuplets!

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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