Annual Edition 'Buying Power of
Black America' report breaks down billions in expenditures Black
consumers are responding to tighter economic condition by focusing more of
their spending on items and services that improve their homes and
lifestyle. That's one of the trends revealed in the 15th annual report,
"The Buying Power of Black America," published by Target Market News. The
report analyzes spending for black households in 2008 and finds that
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One's new reality grows by mixing originals with off new sitcoms
Multichannel News (July
3, 2010) TV One will look to build on its ratings momentum and its
growing list of sponsors with the launch of several original celebrity
reality series as part of its upfront presentation to advertisers.
The 50 million-subscriber network -- co-owned by Comcast and broadcaster
Radio One -- posted a 25% increase in total primetime viewers during
first quarter of 2010 compared to the same period last year on the
strength of original celebrity reality and documentary series such as
Unsung and LisaRaye: The Real McCoy, backed by acquired African-Americantargeted
off-net sitcoms Martin and Good Times.
"We decided to focus on the strategy of real life entertainment, with
the first step of that to focus on the real lives of entertainers,"
senior vice president of original programming Toni Judkins said. "We're
seeking people whose stories would not have been told on a mainstream
network with the complexities and dimension that TV One offers."
The network has scored from a ratings perspective with the Lisa- Raye
reality program. The April 8 premiere drew a 1.0 household rating and
514,000 viewers, with a subsequent second episode averaging a network
record 1.2 household rating and delivering 608,000 households.
Other shows such as Unsung, which profiles the lives of musical artists
such as Stacy Lattisaw and DeBarge, and Life After, about celebrities
that have faced life-changing experiences such as Malcolm-Jamal Warner,
Elise Neal and Ruben Studdard, provide TV One's core 25-to-54 year old
African-American viewers with content and personalities they're familiar
with, even if the subjects are not well-known to a mainstream audience.
New series slated for later this year include Donald Trump Presents The
Ultimate Merger, a reality dating series featuring reality series
veteran Omarosa; and K-Ci and Jojo … Come Clean, in which two popular
R&B singers of the 1990s try to stage a comeback.
TV One this summer also brings back coverage of the Essence Music
Festival, with performances from Janet Jackson, Mary J. Blige and Alicia
Keys, Judkins said.
While the network has launched several successful original primetime
original series, ratings growth overall has been bolstered by off -
network sitcoms such as Living Single, Martin, Good Times, Half and
Half, A Different World and Lincoln Heights.
"Our philosophy is to give audiences what they want to see, whether it's
original or acquired," Maureen Guthman, senior vice president of
programming strategy and acquisitions, said. "Originals will always be
the cornerstone of our programming but we can't totally disregard the
content that our audience grew up watching."
The network is hoping recent ratings success will translate into
increased advertising revenue in the upfront season. Chief financial
officer Keith Bowen said the network is building interest among both
African-American specific and general entertainment targeted
Over the last 18 months the network has added 36 blue-chip advertisers
to its schedule, he said, although he would not reveal specific names.
"The fact there's buzz out there with all of our originals is making our
message easier to present to advertisers," he said.