via press release:
WE tv UNVEILS THREE NEW UNSCRIPTED ORIGINALS
AND SCHEDULING STRATEGY TO DELIVER ENHANCED VIEWING OPTIONS FOR TODAY’S BUSY WOMEN
NEW YORK, NY – April 10, 2013 – WE tv announced today a slate of three new unscripted original series and a corresponding scheduling strategy that will give today’s busy women more weekend viewing options.
The new shows include The Lylas, following singer-songwriter Bruno Mars’ sisters – Jaime, Tiara, Tahiti and Presley– who make up the burgeoning pop band of the same name; Pregnant & Dating, a series that spotlights five single women who are making the choice to become moms and taking control of their love lives at the same time; and The Ruckers: Southern Royals, a docu-soap showcasing three modern African American sisters as they carry on their successful old world southern family name. Senior Vice President of Original Production & Development, Lauren Gellert, is the executive in charge of production for WE tv.
WE tv’s latest scheduling strategy will offer women fresh, new original programming on three consecutive nights – Thursday, Friday and Saturday. Research indicates that the combined audience of women watching television on these nights is 57 million[i].
President and General Manager of WE tv, Kim Martin, commented: “We’re incredibly excited about these new and unique original series, and about our weekend programming strategy. As viewing patterns continue to evolve, WE tv is focused on creating a destination for smart and successful women that makes sense in their busy lives and offers compelling programming on days when they are currently underserved. We know that WE tv’s viewers are busy modern women who watch TV intentionally – carving out time for themselves when they can indulge in the vicarious thrill of watching other strong and confident women run their lives by their own rules. This new scheduling strategy, coupled with some amazing programming, presents a clear opportunity for WE tv to grow its audience and for our advertising partners to reach captivated and engaged viewers.”
WE tv has already experienced success on Thursday and Saturday nights. On Thursday nights, WE tv is a top three women’s network and ranks as the #1 network among African American women 25-54 and 18-49 [ii], for its popular shows Braxton Family Values, L.A. Hair, Tamar & Vince and Mary Mary. When shifted from Sunday to Saturday night, the fifth season of WE tv’s original series My Fair Wedding: Unveiled grew +21% among W25-54[iii], and when shifted from Tuesday to Saturday night, the recent third season premiere of Joan & Melissa: Joan Knows Best? nearly doubled its delivery of W25-54[iv]. This growth underscores the appeal of women-oriented programming on the weekends, when increasingly busy viewers have time to watch the shows that appeal to them.
WE tv recently conducted a survey of nearly 1,500 women 18+ which revealed that, overwhelmingly, women consume TV on Saturday nights but they are looking for new, fresh options.
– 87% of women watch TV on Saturday night.
– 89% of women agree that there isn’t enough new programming on Saturday night, while 86% say they’re sick of repeats on Saturday night.
– 91% of women agree that TV networks don’t air enough new programming on Saturday night compared to other nights of the week.[v]
WE tv greenlit the following shows today:
Following in the footsteps of their pop-star brother, Bruno Mars, and on the heels of their successful debut single “Come Back,” “The Lylas” are on their own quest for musical stardom. Now, as sisters Tiara, Tahiti and Presley move from their home in Hawaii to join big sister, Jaime, in LA, The Lylas (8×60) will chart the making of their first album together and the twists and turns of their dynamic relationship as sisters turned business partners. “Come Back” is available on iTunes and the corresponding music video is available on YouTube. The show will air on Friday nights beginning this fall.
The Lylas is produced for WE tv by Asylum Entertainment (The Kennedys, Beverly Hills Pawn), executive produced by Steve Michaels, Jonathan Koch, David Garner, Ben Ricciardi and Glenn Carrano. The executive producers for WE tv are Lauren Gellert and Suzanne Murch.
Pregnant & Dating (8×60) shines a spotlight on five women challenging what used to be considered taboo by having a child on their own while they continue to date and find Mr. Right. These women are taking on motherhood on their terms and on their timeline. The cast of professional women includes film and music producers, a model and a business owner, and proves that love won’t take a break for nine months. They are fearless in their life choices and living the real life Knocked Up. Pregnant & Dating will debut this summer and air on Saturday nights.
Pregnant & Dating is produced for WE tv by GRB Entertainment (Intervention, Untold Stories of the ER, Growing Up Gotti), with executive producers Gary R. Benz, Michael Branton and Tracy Mazuer (The Millionaire Matchmaker, Kimora: Life in the Fab Lane). The executive producers for WE tv are Lauren Gellert and Annabelle McDonald.
The Ruckers: Southern Royals (6×60) follows three modern African American sisters – Ruby, Ellen and Ione – who are the heirs to one of the oldest and most prominent southern families in the Carolinas. Started by their father, Douglas Rucker, an award-winning dentist, the family dynasty now owns and operates just about every business in Lancaster, South Carolina. At the top of southern high society and while entertaining celebrity friends and attending glamorous soirees, the sisters are also each in a stage of dramatic transition. Ruby is struggling to hide and overcome her financial struggles; Ellen, already divorced, is hesitant to commit to her politician boyfriend; and Ione is balancing raising her three children as she starts to date again after divorcing her college sweetheart. The Ruckers: Southern Royals joins WE tv’s Thursday night schedule in the fall.
The Ruckers: Southern Royals is produced for WE tv by Bunim/Murray Productions (Project Runway, Keeping Up with the Kardashians, The Real World), executive produced by Jonathan Murray, Gil Goldschein, Steven Greener, Datari Turner, Gordon Bijelnoic, Jeff Jenkins and Melissa Bidwell. The executive producers for WE tv are Lauren Gellert and Annabelle McDonald.