[04/15/09 - 10:30 AM]
Oxygen Media Unveils Second Night of Original Programming and Introduces Two New Multiplatform Initiatives
Plus: the network has renewed "Tori & Dean: Home Sweet Hollywood" for a fourth season premiering Tuesday, May 26 at 10:00/9:00c.

[via press release from Oxygen]


Network Enters Into Multiplatform Deal Expanding the Successful Tori & Dean Franchise; Plus First-Ever Multiplatform Partnership With Crunch In New Reality Competition Series, "Dance Your Ass Off"

New York - April 15, 2009 - In 2009, Oxygen Media will raise the volume on its successful "Live Out Loud" campaign with the launch of a second night of original programming this summer with the network's original reality competition series, "Dance Your Ass Off." The network also announced a multiplatform partnership with Tori Spelling and Dean McDermott; and an integrated partnership deal with Crunch in support of "Dance Your Ass Off." The announcements were made today by Jason Klarman, General Manager, Oxygen Media at an upfront presentation held in New York City.

Since launching the network's rebranding effort in 2008, Oxygen has experienced double and triple digit growth both on-air and online. As a result of reaching the network's target demo, Generation O, who consume heavily and influence the spending patterns of those around them (a.k.a. "trenders," "spenders" and "recommenders"), Klarman says the network has finally "found its voice."

Among W18-34, Oxygen is the fastest growing network versus all ad supported cable entertainment networks and in the first quarter of 2009, Oxygen celebrated its youngest quarter ever with a median age of 39. Currently, Oxygen ranks #21 among all ad supported entertainment cable networks for W18-34, #23 among W18-49, and #27 among A18-49.

Klarman added: "It is clear from our performance that consumers are connecting with the Oxygen brand. By staying true to our core values, our original programming has become more relevant, especially on Tuesday nights when we program our originals."

He added: "Our strategy this past year was to do more of what we knew would build our core audience. By taking a step beyond our analog lineup, and launching new and engaging digital properties that enhance our position online, we have made Oxygen a franchise that both consumers and our advertising partners are paying attention to in a much more significant way."


Oxygen Media, World of Wonder, Tori Spelling and Dean McDermott have joined forces in a multiplatform development deal that includes the production of original content for Oxygen on-air and for the network's digital assets. On-air, the network has renewed "Tori & Dean: Home Sweet Hollywood" for a fourth season premiering Tuesday, May 26 at 10PM ET/PT. The deal also includes the production of original webisodes around Tori's new book "Mommywood" (Simon & Schuster), which will be exclusive to www.oxygen.com. Additionally, an original full-length telepic and a couples themed makeover show, both featuring Tori Spelling and husband Dean McDermott, are in development.

Commenting on her relationship with Oxygen, Ms. Spelling said: "Dean and I are thrilled to be extending our partnership with everyone at Oxygen who became like family when we embarked on this new television adventure. Having the opportunity to reach our fans through this new series, special and especially our webisode venture, is very exciting and we look forward to working with their amazing team in the months ahead."


Oxygen enters its first-ever multiplatform marketing partnership with Crunch that extends the Oxygen brand beyond the analog world. The partnership is in conjunction with the premiere of the new, dance/weight-loss competition series "Dance Your Ass Off." The series, which focuses on talented, full-figured contestants who struggle with their weight and choose dance to unleash their inner thin, anchors this one of a kind integrated brand initiative which features on-air, online and on site components.

On-site, Crunch will feature a "Dance Your Ass Off" class at locations nationwide throughout the run of the show, which will reflect the dance styles the contestants perform each week. On-air elements include a Crunch trainer, who will be featured on the show throughout the season; instruction from Crunch dance and fitness experts and a pole dancing segment at the gym's location in Los Angeles. Crunch also provided equipment and furnishings for the gym in the loft where the contestants lived during show production. In addition, Oxygen and Crunch will produce a co-branded fitness DVD, distributed by Anchor Bay Entertainment, on sale at shop.oxygen.com and other retailers. Online, the two brands will share content via www.Crunch.com and www.Oxygen.com with users gaining access to exclusive videos, fitness tips, merchandise for sale, e-newsletters and mobile content. Oxygen will have a strong presence at all Crunch locations nationwide through closed-circuit promotion on monitors throughout their facilities; Oxygen designated channels on individual TV screens on cardio equipment; as well as signage in locker rooms and other areas.


Oxygen hit the ground running last year by adding 100 new advertisers, from Blackberry to Budweiser, and in 2009, the network has signed on more than 25 new advertising partners. Commenting on the unprecedented advertiser support, Susan Malfa, Senior Vice President, Ad Sales, Bravo Media and Oxygen Media, said: "Oxygen offers a unique opportunity to reach a distinct and desirable young female audience segment - "trenders," "spenders," and "recommenders."

In 2008, the network's first full year under the NBC Universal banner, Oxygen outperformed in all key metrics, delivering triple digit growth online and double digit growth on-air, smashing every network record to date. According to Nielsen Media Research data, the network experienced its best ever numbers in primetime and total day across all key demos and hit an end of year high with the return of the "Bad Girls Club," which became the network's highest rated and most watched season premiere (besting the previous high held by the wildly popular, "Tori & Dean: Home Sweet Hollywood").

The network also significantly increased its digital play with the launch of a suite of digital destinations and applications including shopOholic, makeOvermatic, quizOlicious, tweetOverse and hormoneOscope, all part of a plan to "own the O."

Also in 2008, the network took on the task of creating an inventive, new programming format designed around their acquisition of "America's Next Top Model." This all-new Sunday night staple, which offers exclusive vignettes of ANTM models, behind-the scenes information plus exclusive web content, has generated the kind of water-cooler conversation and ratings performance usually reserved for brand new series. For example, February 3rd's delivery of Oxygen's "Supermodel Sunday" marathon of "America's Next Top Model Obsessed" scored impressive ratings, giving the network its most watched Sunday primetime ever among W18-34, despite atypical sports competition that day; plus the franchise continues to gain momentum online with the "America's Next Top Model Obsessed" show site garnering 8.4 million page views since launch.


Oxygen Media is a multiplatform lifestyle brand that delivers relevant and entertaining content to young women, wherever they are. Oxygen is rewriting the rulebook for women's media, with a vast array of unconventional and original content including "Bad Girls Club," "Pretty Wicked" and "Tori & Dean: Home Sweet Hollywood." Popular features online include makeOvermatic, tweetOverse and hormoneOscope. Available in 74 million homes, online at www.oxygen.com, or on mobile devices at wap.oxygen.com, Oxygen Media is a service of NBC Universal.

  [april 2009]  


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