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E! targeting 18-49 demo with new programming

May 14, 2001  •  Post A Comment

E! Entertainment Television unveiled a slate of eight new series targeted at its core 18 to 49 audience and the advertisers looking to reach them. The new shows are all produced in-house and will debut this fall or in early 2002.
Currently 15 percent to 20 percent of the dollar value of E!’s advertising revenue comes from cross-platform deals incorporating an online component or adding Style, E!’s thus-far unrated new sister network, according to Neil Baker, senior vice president, ad sales. Among the 20-plus national advertisers doing cross-platform deals are Universal Pictures, J.C. Penney, Coca-Cola, Gallo, Revlon, Anheuser-Busch and Subway, Mr. Baker said.
The new E! programs, announced by Mindy Herman, president and CEO of E! Networks, are:
* “Totally True TV Tales,” a half-hour of true TV dish that goes behind the scenes of your program favorites (set for fall 2001). It’ll debut as a weekly but will likely go daily down the road.
* “Rank,” a weekly half-hour countdown show in various entertainment-related categories, such as sexiest, meanest, best and worst, debuting this fall with “The Sexiest Men in Entertainment.”
* “Making It,” a series of one-hour reality documentaries for this fall that follow aspiring hopefuls as they try to make it in Vegas (showgirls), Hollywood (actors) or Miami (models).
* “The Women Of …” a series of specials profiling stuntwomen, action-adventure film actresses and the women of “Sex and the City,” among others ( this fall).
* “Assignment E!,” a weekly newsmagazine hosted by Jules Asner and Steve Kmetko, premiering in the first quarter of 2002.
* “Star Style,” a weekly look at celebrities as they’ve evolved over time and eras of fashion, with profiles of Cher and Michelle Pfeiffer among others (2002).
* Close Encounters,” a weekly half-hour “by fans for fans,” who get to meet their favorite celebrities in person and online (2002).
* “E! POV,” a “straight, cinema verite style” weekly look at a celebrity’s day as recorded by a digital camera provided by the network (2002).
Though all the new shows are produced in-house by E!, the network does take pitches, Ms. Herman said. She predicted that a year from now, E! will have more shows from outside producers working in these other genres. “We’ll see a much broader mix between traditional nonfiction and game-reality-variety-comedy,” she added. “No type of programming is off-limits.”