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Fall TV Preview: WE tv

WE tv's svp of programming, Steve Cheskin, knows the type of shows he wants from producers to fill the roughly 170 hours of original unscripted programming the channel does a year, and they fall into three female-friendly categories: 'WE Transform,' 'WE Reveal' and 'WE Go Bridal.'
August 1, 2008

WE tv’s SVP of programming, Steve Cheskin, knows the type of shows he wants from producers to fill the roughly 170 hours of original unscripted programming the channel does a year, and they fall into three female-friendly categories: ‘WE Transform,’ ‘WE Reveal’ and ‘WE Go Bridal.’

Also, the new missing-persons series The Locator has a strong, central character – something the channel is looking to replicate in more of its shows. WE tv is also exploring the use of continuing characters, such as the three culinary pros featured in each episode of Amazing Wedding Cakes.

Another thing to keep in mind is that, thanks to shows like High School Confidential, a look into the lives of 12 adolescent girls that ran last spring, WE tv is now skewing younger. Its women 18 to 49 numbers are stronger than its women 25 to 54 numbers. ‘In this Q1, we had about 25% in each of those two demos versus last year,’ says Cheskin. ‘So far in Q2 for the 18 to 49 demo we had 60% versus last year, and in the 25 to 54 demo, 50% versus last year.’

Where it airs: on-air (analog and HD), on-demand and broadband
How many people it airs to: More than 69 million US households
Hours on air: 19 out of 24 (off air for commercials from 5 a.m. EST to 10 a.m.)
Non-fiction programmer: Steve Cheskin, SVP of programming
Website: www.wetv.com
Where to send pitches: Dana Aprea, manager of development
Shows to watch for this fall: Bridezillas, Platinum Weddings

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