Jess Style Upfront
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1
The Style Network
By: Jessica Gysin
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Affiliates
E! Entertainment TelevisionEntertainment news
Lifestyle-related programming
Style NetworkWomen's lifestyle programming
Fashion&StyleCelebrity Fashion
G4"TV That's Plugged In"
Latest tech gadgets, web cultureand video games
FearNetSony Pictures TV, Lionsgate
On-Demand and OnlineHorror Service
Golf Channel24 Hour Golf Network
Gold standard for other nichecable start-ups
VERSUSSports Programming
NHL, College Football, Bull Riding,Hunting & Fishing, Cycling, Indycar
Comcast Entertainment GroupTed Harbert: President and CEO
E! Entertainment TelevisionEntertainment news
Lifestyle-related programming
Style NetworkWomen's lifestyle programming
Fashion&StyleCelebrity Fashion
G4"TV That's Plugged In"
Latest tech gadgets, web cultureand video games
FearNetSony Pictures TV, Lionsgate
On-Demand and OnlineHorror Service
Golf Channel24 Hour Golf Network
Gold standard for other nichecable start-ups
VERSUSSports Programming
NHL, College Football, Bull Riding,Hunting & Fishing, Cycling, Indycar
Comcast Entertainment GroupTed Harbert: President and CEO
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History
o Launched in Oct. 1998 as a niche cable network featuring fashion-only related programming
o Originally designed to bring fashion from the catwalks to viewers
o “Designers”- One of the network’s first programs
o 2003: Salaam Coleman-Smith named Sr. VP of programming; revamped the Style Network
o Niche > Broad
o More Diversified Programming
o Fashion Network > Women’s Lifestyle Network
o Brand Renewal
o Launched in Oct. 1998 as a niche cable network featuring fashion-only related programming
o Originally designed to bring fashion from the catwalks to viewers
o “Designers”- One of the network’s first programs
o 2003: Salaam Coleman-Smith named Sr. VP of programming; revamped the Style Network
o Niche > Broad
o More Diversified Programming
o Fashion Network > Women’s Lifestyle Network
o Brand Renewal QuickTime™ and aTIFF (Uncompressed) decompressor
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Network Overview
“Before Meets After”
Fashion, beauty, home, entertainment and lifestyle programming
Targeted Audience: Women 18-49
Dedicated to Healthy Living Programming
100% non-scripted, all docu-series
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Programming
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Heads of Programming
o Network President: Salaam Coleman-Smitho Executive President of Development/New Series: Sarah Weidmano VP, Current Programming: Renee Simono VP, Programming & Acquisitions: Katie Ackerman Buchanono Programming Budget: $67 million
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Original Programming on Style
Complete Lifestyle Spectrum
Expert Opinions
Applies Latest Trends to Everyday Life
Inspires Viewers to Express Personal Style
Offers simple ways to transform oneself
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Acquisitions
Includes programs from E!, ABC and international networks
Relatable and Inspiring Programming
Family, Business, Makeovers, Healthy Living etc.
Fresh and Innovative
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New Programs
o Running in Heels (Premiered 3/1/09)o Outlaw In-Laws (April ‘09)o Growing Up Highland Park (Tentative)o Giuliana and Bill (August ‘09)
o New Series Production Companieso In House Production (Style)o Stick Figure Productionso PB& J TVoTrue Productions
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Schedule
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March ‘09 Schedule
as of 12/5/08
6:00 PM Ruby 6:00 PM
Ruby
7:00 PM 7:00 PM
8:00 PM Ruby The Dish Dress my Nest Ruby Running in Heels* 8:00 PM
Ruby Running in Heels Dress my Nest Ruby Running in Heels
9:00 PM Running in Heels 9:00 PM
Running in Heels
10:00 PM Running in Heels The Dish* 10:00 PM
Running in Heels Running in Heels
11:00 PM The Dish Clean House Comes Clean* Running in Heels 11:00 PM
Running in Heels Clean House Comes Clean Running in Heels
12:00 AM Running in Heels 12:00 AM
Running in Heels
1:00 AM Running in Heels The Dish 1:00 AM
Running in Heels Running in Heels
2:00 AM 2:00 AM
3:00 AM 3:00 AM
4:00 AM 4:00 AM
5:00 AM 5:00 AM
Style Nightcap Block
Clean House
Whose Wedding Is It Anyway?
Split Ends
Whose Wedding is it Anyway?
Extreme Makoever
How Do I Look?
THE STYLE NETWORK (March '09) MASTER SCHEDULE
Extreme Makoever
Clean House
Clean House
Clean House
How Do I Look? Whose Wedding is it Anyway? Split Ends
Whose Wedding Is It Anyway?
ET/PTSATURDAY SUNDAYTHURSDAYET/PT MONDAY TUESDAY FRIDAYWEDNESDAY
Clean House
*programming subject to change
Paid Programming
How Do I Look?
CHANGES FROM February 2008 MASTER SCHEDULE Series in premieres
Split EndsExtreme Makeover
Whose Wedding is it Anyway?
Clean House
Peter Perfect
How Do I Look?
Split Ends
Split Ends
Split Ends
Clean House
Peter Perfect
Clean House
Clean House
How Do I Look?
Clean House
Clean House* Dr. 90210*
Dr. 90210
Clean HouseClean House
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Audience Composition/Ratings
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Women18-49
79% Women21% Men
AffluentEducated
Live in Metro Areas
Trendsetters Shoppers
Style Audience Profile
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Demographics
14%
36%
9%14%
27%
W50-54W18-24
W25-34
W35-49
W12-17 HHI: $58,000
Median Age: 40 yrs. Old
69% White, 23% Black, 8% Other
HHI: $58,000
Median Age: 40 yrs. Old
69% White, 23% Black, 8% Other
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Style Vs. Competitors
$372 $169 $166 $74$50
$93
.76
.29 .36
.26.18
.15
0
1 0 0
2 0 0
3 0 0
4 0 0
5 0 0
6 0 0
7 0 0
Program Spend (in millions)
HH Rating
Budget vs prior year ($M)
HH RTG Δ
+18
-6%
+13
+7%
+18
-14%
+5
+18%
+8
+13%
+4
+7%
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Targeted ViewersWomen 18-49
A Style Viewer:
Seeks self improvement and personal enrichment and finds this through enhancing home, meals, relationships, and overall style
Is budget conscious and always looking to get a great deal on fashion, home decorating, etc.
Looks for TV programming that is fun to watch, but also gives her tips, helps her save money, and helps her apply trends to her life
Wants to see people she can relate to in the shows she watches
Seeks positive images and inspiration
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Enjoying Upward Momentum
o Distributed in 59 million households
o 2008-Highest rated year-to-date in total viewers
o 39 Consecutive Months of Annual Growth
o Highest-Rated Quarter Ever — 3Q08
.17 among Households and .14 among Women 18-49
o Distributed in 120 Countries and 10 million homes internationally
o Distributed in 59 million households
o 2008-Highest rated year-to-date in total viewers
o 39 Consecutive Months of Annual Growth
o Highest-Rated Quarter Ever — 3Q08
.17 among Households and .14 among Women 18-49
o Distributed in 120 Countries and 10 million homes internationally
3339
4752
5953
60 61
68 68
81 80
10397 98 100
115
3Q044Q041Q052Q053Q054Q051Q062Q063Q064Q061Q072Q073Q074Q071Q082Q083Q08
Quarterly Growth Among Total Viewers
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Audience BreakdownNielsen Ratings
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
Jun '04-Dec '04
Dec '04-Dec '05
Dec '05-Dec '06
Dec '06-Dec '07
Dec '07-Dec '08
Dec '08-Mar '09
HHLDS
P 18-49
M 18-49
W 18-49
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2008: A Record Setting Year
Increased Ad Sales revenue by +25% vs. projections
Shattered 1+ ratings glass ceiling
Over-delivered HH ratings projections by +20% with .14 total day rating
Maintained concentration rankings as #1 network in all of Cable with W18-49 and with Affluent women
Launched 4 new series
Secured rights to high-profile acquisition Supernanny
Reduced production costs with Canadian co-production deals
Increased mystyle.com traffic by 6%
Launched in UK and 16 Other International Territories
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2009 Style Strategic Initiatives
o Launch 4-6 New Series
o Develop shows in core categories: Home, Fashion/Beauty, Shopping, Reality, Weight Loss
o Partner with celebrity, magazine editorial, and blogging community to build cross-platform talent and buzz
o Strengthen Affiliate and Other partnerships
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All content and dates subject to change.
New Media Influence
Increase in use of New Media for alternative viewing options
Hi-Def programming
Launched MyStyle.com in 2007
-Robust and informative website
-Features additional show information and highlights,
blogs, vlogs, behind-the-scenes interviews, interactive games,
message boards
-Program microsites
iTunes
Advantages
-Reach different audiences
-Reach audiences that are on-the-go
-Appeal to various viewing habits
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It’s So You