Oxygen has announced a multiplatform programming deal with Tori Spelling and her husband, Dean McDermott.
Under the deal, announced at Oxygen’s upfront presentation Wednesday in New York, the couple will produce a couples makeover show for the network and develop a made-for-television movie, in addition to a fourth season of “Tori & Dean.”
They also are doing a “Mommywood” Web series, based on Ms. Spelling’s book of the same name, which will appear on Oxygen.com, Hulu.com and iVillage.com.
Oxygen also said it would be starting a second night of original programming when its competition series “Dance Your Ass Off” launches this summer. The network has signed a marketing partnership with Crunch gym around the show.
Oxygen general manager Jason Klarman touted the network’s status as the fastest-growing network among women 18 to 34, adding that the network’s median age has dropped to 39.
Ad sales chief Susan Malfa said Oxygen has parlayed its ratings gains and brand focus into a 27% ad revenue increase in the first quarter.
Ms. Malfa said Oxygen was offering to advertisers a “Generation O” guarantee in addition to the usual audience guarantee. The “Generation O” guarantee promises advertisers their audience will include a minimum number of viewers in the 18-to-39 age bracket who also meet certain qualitative lifestyle targets, as determined by Nielsen.
Oxygen is developing two new series: “Keshia and Kaseem,” focusing on Keshia Knight Pulliam from “The Cosby Show” and her live-in boyfriend; and “Celeb-U-Moms,” which follows the personal and professional lives of a group of Hollywood moms.