Oxygen Media Surges Into 2010 Earning Best Quarter Ever, Announces New Series Pickups
By: Charlie Piane Apr. 06, 2010
On the heels of a phenomenal year of record breaking growth across every ratings and financial metric, and coming off its best quarter ever across all key demos, Oxygen Media announces a robust schedule increasing its programming slate by 35% in 2010 (vs. '09). Four new original series will join the schedule including "Hair Battle Spectacular," "Jersey Couture," "The Russell Simmons Project" and "House of Glam." The Network has green lit two new pilots: "Tori and Dean Weddings," with Oxygen's favorite celebrity couple, and "Who Wears it Best," Oxygen's first fashion game show. The development slate includes two new titles, "Bachelorette Party" and "Make Me Under." Additionally, the Network will continue its aggressive position in social media with its "Oxygen Live" real time water cooler, which, as previously announced, will support every original series with a live digital viewer experience and will go analog in 2010. The announcements were made today by Jason Klarman, General Manager, Oxygen Media.
Called "one of cable's hottest networks," Oxygen broke several ratings records in first quarter 2010, hitting record highs with its docu-reality series, "Bad Girls Club." The program became Oxygen's best performing series ever, boasting six telecasts to deliver over two million viewers and on several occasions topped nearly all shows on broadcast and cable in the 10PM hour among W18-34. Oxygen was the #1 television network in the 10PM hour twice in the key W18-34 demo. The network, which ranks #18 among cable networks reaching W18-34 (up from #21 in 1Q09), also marked several other milestones in 2009-2010, with double digit growth on air among key A18-49, A18-34 and total viewers vs last year and double and triple digit gains experienced by the network's burgeoning digital properties. In addition, the Network saw its ad revenue increase by 15%; digital revenue increase by 106% and international revenue increase by 96% ('09 vs. '08).
In January 2010, Oxygen.com broke the one million mark for unique visitors up +68% year to year. Oxygen mobile experienced enormous success with a 208% increase in page views year to year and an astounding +290% jump in monthly uniques year to year. And as a result of the powerful performance of www.OxygenLive.com, the network's revolutionary real-time viewing platform, executives announced plans last month to incorporate a social media component into all original programming initiatives 52 weeks a year. OxygenLive.com has had more than 14MM page views and over 264K uniques since its launch in Dec. '09. In 2010, Oxygen Media is taking the Oxygen Live strategy analog which means for the first time the Network will aggregate viewer tweets, status updates and comments and insert them live into the programming which allows viewers to be a part of the show, interact with the program, talent, each other and all at the same time.
"We built out Oxygen's 'Live Out Loud' brand on every platform and have seen phenomenal growth in ratings and revenue," said Klarman. "Both viewers and advertisers have embraced the new Oxygen."
Added Amy Introcaso-Davis, SVP Original Programming and Development, Oxygen Media, "this new programming and development slate represents a wide array of boisterous and unique characters and story lines that speak directly to Generation O. It's relatable, aspirational, original and most importantly, fun."
Over the last two years, nearly 100 advertisers have partnered with Oxygen Media -- 67 new advertisers have committed to the Network in 2009: Boost Mobile, Bluefly.com, Chrysler, Gap, Geico, Kelloggs, Kodak, McDonald's and Novartis to name a few. So far, in 2010 Oxygen has added 28 new advertisers including Avon, IKEA, Kimberly Clark, Nivea, Pepsico, Seventh Generation, State Farm and Target.
"Oxygen has powerful momentum in the marketplace proved out by the response we've seen from the ad community," said Susan Malfa, Senior Vice President of Ad Sales, Oxygen Media and Bravo Media. "Nearly 100 new advertisers have partnered with Oxygen since 2009 and we've been able to demonstrate to our clients the power of reaching this young engaged woman in 'transitionhood' - a life stage in which she is buying and spending to acquire what she needs for career; home or family."
Following is a list of programming announcements:
SERIES PICK UPS:
"Jersey Couture" - Premieres Tuesday, June 1 at 10pm ET/PT
Diane & Co., an over-the-top dress up shop featuring everything from leopard print to bedazzled ball gowns, is the setting for "Jersey Couture." This docu-series tells the story of the Scalis; a no-nonsense New Jersey family who runs one of Garden State's most glamorous destinations for extravagant women's formal wear. Diane's daughters, Kim and Christina are our eyes into their world and combining sisterhood with business proves to have its challenges. "Jersey Couture" is produced by Magilla Entertainment with Brian Flanagan and Matthew Ostrom serving as executive producers. Laura Palumbo Johnson and Jacqueline Cardillo Garofano are co-executive producers.
"Hair Battle Spectacular"
Hosted by Brooke Burns, this competition series pits 10 of America's hottest stylists against each other to see who can deliver the biggest and best in fantasy hair design. Part sculpture and part pop art, each challenge will require The Stylists to create outrageous hair designs that resemble everything from multi-layer wedding cakes to toys with moveable pieces. But in the end, only one hairdo will be left standing. "Hair Battle Spectacular" is produced by 3 Ball Productions with JD Roth, Todd Nelson, Adam Greener, and Mike Nichols serving as executive producers.
"House of Glam"
This docu-series features the trendsetting stylists of the B Lynn Group, one of the hottest image agencies in the entertainment business. These stylists to the stars specialize in cooking up original and unforgettable looks for some of the biggest names in music and fashion. But this show is about more than what to wear -- The Stylists are also best friends and fierce rivals. "House of Glam" is produced by Left/Right Inc. and The Foundry Media Group with Ken Druckerman, Banks Tarver, Brandi Simpkins and Charles Suitt serving as executive producers. Sandy Zweig serves as co-executive producer.
"The Russell Simmons Project" (wt)
Behind every good man is an amazing woman or in the case of media mogul, philanthropist and yogi, Russell Simmons, many women! "The Russell Simmons Project" puts the spotlight on the ladies who keep this high-profile entrepreneur on track both personally and professionally. "The Russell Simmons Project" was developed and executive produced by Simmons Lathan Media Group and Picture This Television. Russell Simmons, Stan Lathan, Bryan Scott and Lisa M. Tucker serve as executive producers, with Lesley Goldman serving as co-executive producer for Picture This Television.
PILOTS IN PRODUCTION:
"Who Wears It Best"
Hosted by former VJ Lala Vazquez, the first-ever fashion game show, "Who Wears It Best" takes place on a glamorous runway where six women are chosen from the studio audience to compete in a series of fashion challenges to win a $5000 shopping spree. A panel of experts -- designer Jack Mackenroth, fashion blogger Julia Allison, and America's Next Top Model alum Toccara Jones -- critique each look. But the ultimate fate of the contestant lies in the hands of the studio audience who vote on who "pops" and who "drops" as the contestants with the lowest score are dropped through a trap door. "Who Wears it Best" was developed and produced by World of Wonder ("Tori & Dean: Home Sweet Hollywood," "Million Dollar Listing") with Fenton Bailey, Randy Barbato and Tom Campbell serving as executive producers.
"Tori and Dean: Weddings" (wt)
Combining Tori Spelling's party planning flair with her husband Dean McDermott's bring-it-on attitude, "Tori and Dean: Weddings" takes one lucky couple's wedding from average to amazing. In the lead-up to the big day, Tori will turn the bride-to-be's dreams for a beautiful event into a reality while Dean helps the groom-to-be navigate all the twists and turns. "Tori and Dean: Weddings" is produced by World of Wonder with Life In the Bowl Productions. Tori Spelling and Dean McDermott are executive producers along with World of Wonder Productions' Fenton Bailey and Randy Barbato.
PROJECTS IN DEVELOPMENT:
"Bachelorette Party" (wt)
"Bachelorette Party" focuses on the inner workings of a Las Vegas-based high-end VIP services company that makes every "last hurrah" a memorable event. Each week, viewers will be introduced to a couple (pre-bachelorette party), get to know the members of the bridal party and experience a full weekend of all-access Vegas fun -- with cameras in tow. "Bachelorette Party" was developed by Gavin Polone of Pariah Entertainment (Emily's Reasons Why Not, Celebrity Blackjack) and PB&J Television. Gavin Palone, Kathy Landsberg, Patty Ivins Specht and Julie Pizzi serve as executive producers.
"Make Me Under" (wt)
Taking style intervention to a whole new level, "Make Me Under," asks young women to embrace the real and ditch the fake. From over-processed hair and over-the-top makeup to a wardrobe that makes tacky seem tame; these participants -- who have been nominated by loved ones -- are given a major wake up call. Once the girls are transformed, viewers will be introduced to a classy, made-under version of a new natural beauty. "Make Me Under" is produced by Endemol USA (Extreme Makeover: Home Edition, Big Brother, Deal or No Deal, Wipeout).
RETURNING SERIES:
"Dance Your Ass Off" - Premieres Monday, June 7 at 11pm ET/PT
*Regular timeslot premiere Monday, June 14 at 10pm ET/PT
This critically acclaimed series returns for season two with new host, Mel B. The hybrid dance/weight loss competition series features talented, full-figured contestants who take to the stage to unleash their inner thin. Magical Elves' Dan Cutforth, Jane Lipsitz and Charlie Haykel serve as executive producers. Lisa Ann Walter conceived the original "Dance Your Ass Off" and executive produces along with Kate Rigg.
"Tori & Dean: Home Sweet Hollywood" - Mondays at 10pm ET/PT
Returning for a fifth season is the popular and record-breaking reality series "Tori & Dean: Home Sweet Hollywood." In the new season, Tori and Dean offer an even closer look into their family life and the ups and downs of their own relationship. Tori Spelling and Dean McDermott are executive producers with World of Wonder Productions' Fenton Bailey and Randy Barbato. Richard Courtney and Robert Sizemore serve as co-executive producers.
"BGC Miami"
Picked up for a fifth season, "Bad Girls Club" will move to Miami this summer. Season four posted record ratings in first quarter 2010 and made network history as the best performing series ever. In this guilty pleasure series, seven self-proclaimed "bad girls" live together in a beautiful mansion. In a house full of women with similarly explosive personalities, clashes constantly erupt between roommates and housemates. "Bad Girls Club" is produced by Bunim-Murray Productions.
*Source: Omniture SiteCatalyst - Oxygen Live 12/1/09-3/23/10; Ominiture SiteCatalyst - Oxygen.com and Oxygen Mobile: Jan 10 vs. Jan 09
Source: Nielsen Explorer, Most Current viewing stream: Live + 7 through 03/14/10, blended with Live + Same Day through 03/28/10. M-Sun 8P-11P. Rank includes ad supported cable entertainment networks that air in more than 50% of the daypart. Individual telecast performance based on Live + Same day data. Youngest and fastest growing among Women's networks =oxy,soap,we,lif,lmn in 2010. Fastest growing in 1Q10 (vs 1Q09) among women's networks in P18-49 cvg rating.
*Source: Omniture SiteCatalyst - Oxygen Live 12/1/09-3/14/10; Ominiture SiteCatalyst - Oxygen.com and Oxygen Mobile: Jan 10 vs. Jan 09
Source: Nielsen Explorer, Most Current viewing stream: Live + 7 through 03/14/10, blended with Live + Same Day through 03/28/10. M-Sun 8P-11P. Rank includes ad supported cable entertainment networks that air in more than 50% of the daypart. Individual telecast performance based on Live + Same day data. Youngest among Women's networks =oxy,soap,we,lif,lmn in 2010. Fastest growing in 2009 vs 2007 among women's networks in P18-49.
*Source: Omniture SiteCatalyst - Oxygen Live 12/1/09-3/23/10; Ominiture SiteCatalyst - Oxygen.com and Oxygen Mobile: Jan 10 vs. Jan 09
About Oxygen Media
Oxygen Media is a multiplatform lifestyle brand that delivers relevantand engaging content to young women who like to "live out loud." Oxygen is rewriting the rulebook for women's media by changing how the world sees entertainment from a young woman's point of view. Through a vast array of unconventional and original content including "Bad Girls Club," "Dance Your Ass Off" and "Tori & Dean: Home Sweet Hollywood," the growing cable network is the premier destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging the modern young woman, wherever they are, with popular features online including OxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Oxygen is available in 75 million homes and online at www.oxygen.com, or on mobile devices at wap.oxygen.com. Oxygen Media is a service of NBC Universal.
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