NEW YORK – April 8, 2014 – Oxygen Media announced today seven new series as part of the network’s rebrand planned for later this year targeting modern, young women. The network’s new original programming slate focuses on authentic and relatable characters with extraordinary stories that reflect the world of today’s young woman. Oxygen’s 2014 lineup also includes the hit returning series “Preachers of L.A.,” which will premiere this Summer. In addition, the network recently announced it will begin casting new editions in New York, Atlanta, Dallas and Detroit.
The youngest skewing of the women’s networks by eight years, Oxygen is growing even faster after delivering year-over-year growth in 2013 among all key demos, up seven percent among F18-34 and five percent among F18-49. Oxygen is a Top 25 ad-supported cable entertainment network among F18-34 and F18-49 and #15 TV entertainment network on VOD.
“The combination of Oxygen’s current momentum and upcoming rebrand will fully cement the network’s position with young female viewers,” said Frances Berwick, President of Bravo & Oxygen Media. “This new slate of originals will deliver on the freshness, authenticity, high emotional stakes and optimism that this demographic is looking for.”
Oxygen is the #4 most talked-about cable reality network, generating nearly 5 million tweets last year. Of the top 10 most social cable reality networks, Oxygen viewers have the second largest number of followers – helping to drive the conversation faster and further. In addition, Oxygen is the #6 cable entertainment network for average product spending among F18-34, ranking above many networks whose viewers have higher incomes.
“Oxygen’s new brand direction and programming filters are designed to connect with young, modern women. The chance to engage brands with this audience is a great opportunity for advertisers and they’re really responding favorably to this change,” said Laura Molen, ExecutiveVice President, Lifestyle Advertising Group, NBCUniversal.
OXYGEN NEW SERIES GREENLIGHTS:
“Fix My Choir”
Produced by Pink Sneakers with John Ehrhard, Kimberly Ehrhard and Lauren Stevens along with Relevé Entertainment’s Holly Carter and Jonathan Singer, and Deitrick Haddon all serving as Executive Producers.
In this bold and uplifting music-driven series, struggling choirs will get a chance of much needed mentoring with the help of gospel superstar Deitrick Haddon (“Preachers of L.A.”) and Grammy-Award winning recording artist Michelle Williams of “Destiny’s Child” fame. Each week, the duo will surprise a community, school or gospel choir and help them find perfect harmony both within their music – and their members. They will dive deep into the members’ lives to tackle the choir’s core issues including leadership, inter-personal conflicts, artistic direction and presentation, doing whatever it takes to get these choirs back on track with perfect pitch and newfound confidence.
Produced by Matador with Jay Peterson, Todd Lubin and Shye Sutherland serving as Executive Producers.
Delving into the newest fashion trend of nail design, “Nail’d It!” is an innovative self-contained challenge pitting the country’s fiercest nail designers against one another. Hosted by fashionista Adrienne Bailon, each episode will feature three “Nailistas” as they are pushed beyond their creative limits to face-off crafting flawless flat paint designs and over-the-top 3D works of art using everything from gels, wraps, polishes, glitter, lace, rhinestones, 3D objects and extreme materials. The winners of each battle will then compete in a two-part finale until only one artist is standing to claim the $100,000 prize, which will get them to the next level in their aspiring career.
“Street Art Throwdown” (working title)
Produced by Embassy Row with Michael Davies serving as Executive Producer.
From Banksy to Basquiat, street art is a groundbreaking art form and cultural phenomenon taking the world by storm and dominating pop culture. In this adrenaline-charged new competition series, 10 up-and-coming street artists will create unbelievable art in never-before-seen ways, out-painting and out-racing each other in the hope to win bragging rights and a cash prize.
“Sisterhood of Hip Hop”
Produced by 51 Minds with Chris Abrego, T.I., Rabih Gholam, Ben Samek and Roy Orecchio serving as Executive Producers.
With Grammy-Award winning recording artist T.I. as Executive Producer, this powerful and uplifting series follows the next generation of female hip-hop artists Siya, Nyemiah Supreme, Diamond, Brianna Perry and Bia as they live, love and work towards their dream of becoming the next big breakout star, which has always been a man’s game and these ladies are rewriting the rules of the music scene. Discovered and mentored by hip-hop icons, these creative and ambitious women are making it while breaking boundaries and defying doubters. While they realize that their lives are a work in progress, they are at a crossroads, and are finding their unique voices. Can they support and collaborate with one another in order to make their dreams a reality?
“Funny Girls” (working title)
Produced by Brownstone Entertainment with Drew Brown and Bob Gillan serving as Executive Producers.
This funny new docu-series series showcases up-and-coming female comediennes living in Los Angeles as they strive to break the glass ceiling in the male-dominated comedy business. It’s a profession where women fight for survival of the funniest, and these sassy young comediennes will give viewers a peek inside their lives as they struggle to balance their career, relationships and friendships in and outside the industry. Their journey is anything but perfect and these non-conforming women share their uniquely humorous perspectives that come with the pursuit of comedic fame.
“My Crazy Love” (working title)
Produced by Jarrett Creative with Julie Jarrett and Seth Jarrett serving as Executive Producers.
Many people have a story about a time in their life when love drove them to a place where rational thinking went out the window. This half-hour comedic anthology series showcases real people’s personal stories about the wild, crazy, romantic, eccentric and hilarious things that women and men have done in the name of love. From faking one’s own death to hiding out in a boyfriend’s closet all weekend to spy on him, this series will cover it all through comedic and stylized reenactments and interviews. With amazing twists, turns and shocking revelations, find out if these lovers’ bold gestures worked or if they took it too far.
“Living Different” (working title)
Produced by Hud:sun Media with Michael Rourke, Mioshi Hill and Lindsey Bannister serving as Executive Producers.
From a woman taking on a life of celibacy to another choosing to live in a cult, this hour-long series will take a candid look at women who lead unconventional and alternative lifestyles. Each episode will showcase two new stories of brave young women unapologetically marching to the beat of their own drum. Torn between playing by society’s rules and living life on their own terms, these women are at a tipping point in their lives and hope by sharing their stories they can seek acceptance from their friends, family and society.
Source: Nielsen Media Research, 12/31/12 – 12/29/13. F18-34 and F18-49 (000). Live+7 data. M-Su 8-11p. Ranking based on ad-supported cable entertainment networks that air in 100% of the daypart. Women’s networks=Oxy, LIF, LMN, OWN, WE. VOD – Rentrak ranking among all TV entertainment networks for 2013. Social – Nielsen Social ranking among all cable reality networks in primetime for 2013, based on number of tweets and followers/unique author. Average product spending – GfK MRI 2013 Custom Cable Study. Base of W18-34. Based on total annualized spend across 79 measured categories for average viewer. Oxygen v. all cable entertainment networks in 70MM+ HH (46)