/// Oxygen Programming Chief Runs Out of Air

July 29, 2011  |  Media Week

Nearly three-and-a-half years after being tapped to oversee programming at NBC Universal’s Oxygen Media, Amy Introcaso-Davis is stepping down from her post. While Introcaso-Davis played an integral role in raising the network’s profile, Oxygen’s ratings spike has petered out. In the second quarter of 2011, the network averaged 387,000 viewers in prime time, down 11 percent from the year-ago period and flat versus Q2 2008, Introcaso-Davis’ first in charge of original programming and development. The target demos have suffered a similar downturn. Women 18-49 fell 11 percent in the second quarter, as Oxygen averaged 147,000 in prime time. In the same period, Oxygen’s deliveries of women 25-54 plummeted 21 percent to 125,000. Oxygen on Friday said Introcaso-Davis voluntarily resigned her position, adding that she’ll stay aboard until a replacement has been identified. Introcaso-Davis leaves in the wake of a disappointing season, one that saw a number of new and returning series fail to connect with viewers. The World According to Paris , a reality series starring a past-her-cultural-expiration-date Paris Hilton, was dead on arrival, while the much-hyped competition series The Glee Project hasn’t been the mega-hit Oxygen had anticipated. Hilton’s show premiered to just 409,000 viewers on June 1, upon which the celebutante complained that Oxygen had muffed the series’ starting time. (The charge was unfounded.) The July 20 finale drew a mere 274,000 die-hards

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Oxygen Programming Chief Runs Out of Air


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