Search »

‘Oxygen’ Gets Jump on Upfront, Previews Multiple Reality Shows

Oxygen network has gotten quite a jump on the cable upfronts this year, giving an early presentation to buyers. Lisa Gersh, Oxygen president and COO, explained to buyers that the net was getting a headstart on the upfronts “because your world is changing and we’re changing with you.”

One such area seeing accelerated change is the online space, writes Mediaweek, and Oxygen has thus beefed up its online offerings with a new broadband channel (SheDidWhat.tv) and a social networking site (Oomph.net).
Oxygen has seen its median age fall while viewership rose this season, according to MediaPost. Though the network remains small - it can be seen in 71 million homes - it has risen 27 percent since January 2006. The network aims to be in 80 million homes by the end of the year. Last year, Oxygen increased its average prime-time audience by 15 percent versus the previous year, reaching 252,000 viewers per night.

In addition to the two online offerings, the network announced a variety of new projects meant to draw in younger audiences - and not all of them women. One Oxygen exec is quoted as saying that the network’s profile is now in line with networks like VH1, Bravo and E.

Next year’s slate includes four scripted series and eight reality shows, including one, called Adfight, in which women compete to create the best ad campaign for a major (but unnamed) client.  Comedy will play a leading role in the network’s programming plans.