The research firm SNL Kagan estimates that VH1 will bring in $361 million in ad revenue this year, down 12 percent from a high of $411 million two years ago. Analysts generally attribute the declines to the recession, not to the programming mix.VH1 is enviable for its demographic profile, Ms. Watson and others said. The channel, which has increased its audience over the last year, enjoys a particularly high concentration of women ages 12 to 24, and also does well with women ages 25 to 34 and men ages 12 to 34. The channel charges a premium for its “celebreality” block of programming.
VH1 is “very versatile for us when we’re trying to target multiple audiences for a movie,” Ms. Watson said.
New shows like “The T.O. Show,” starring the professional football player Terrell Owens, and “My Antonio,” starring the actor Antonio Sabato Jr., were ordered in part to attract a more upscale advertiser base. With stories about celebrities who are between quarterlife and midlife crises, they may also draw a slightly older audience, helping to differentiate from MTV.
Mr. Calderone cited Mr. Owens’s show as an example. “What does he do after football is over?,” he said, adding, “To some extent I think you can replace the word football with anybody’s career.”
Shows about the singers Jessica Simpson and Sandra Denton of Salt-n-Pepa are also forthcoming.
Perhaps VH1’s development schedule is more notable for what is not on it: With “I Love Money 3” canceled because of the Jenkins case, VH1 has only one other direct spinoff of the “Love” shows in the works, a spokesman said. It is about a 30-year-old man who lives at home with his parents.
― Adam Bruneau, Tuesday, 1 September 2009 14:02 (sixteen years ago)