Competitors, beware: the Style Network is working hard to carve out a place for itself among the cable nets gunning for female viewers.
Although the bread and butter for the network have been makeover and before-and-after shows, Style’s new phase has led to docusoap Kimora: Life in the Fab Lane, which reached approximately eight million viewers during its second season run.
Innovative programming strategies like unique primetime slots and theme nights are also working to deliver viewers. Style has ‘I Do Tuesday,’ Wednesday is ‘Style Comes Home,’ Thursday is ‘Makeover Night’ and Friday night is a potpourri. The unconventional primetime at 11 p.m., called ‘Style Nightcap,’ has led to successful premiere launches like Dress My Nest. The strategy is to focus on three or four key shows to create a message that it’s a special time period and it’s paid off, with an increase in household and viewers in that slot, according to Katie Buchanan, VP of programming and acquisitions.
Coming in late fall is Ruby, another innovation for the network. At the heart of the non-fiction drama is Ruby, a 500-pound woman. Although Ruby talks to an expert team of therapists, a weight loss nutritionist expert, a trainer and her core group of friends on her path to a healthy lifestyle, the show will also follow her daily trials and tribulations.
How many people it airs to: 58 million cable and satellite subscribers
Hours on air: 24/7
Non-fiction programmer: Katie Buchanan, VP of programming and acquisitions
Where to send pitches: Katie Buchanan
Fall highlights: Ruby, Whose Wedding Is It Anyway?, Split Ends, Clean House