/// VH1 Looks to Redefine Itself With Rush of New Programming

October 10, 2011  |  Media Week

Following a year of exhaustive audience research and a cavalcade of brand consultants, VH1 is now feverishly commissioning a host of new shows in a wide variety of genres that will roll out over the next few months. The goal is to court more viewers from VH1’s target 25-34 age group—a demographic that VH1 president Tom Calderone and his strategists have started referring to as “adultsters.” The effort follows a rough 2010 when the network saw its nightly ratings drop 31 percent from the year before. For some media buyers, the problem is that the network’s brand has blurred. “I don’t think we understand what VH1 is,” says Peter Gardiner, a partner and chief media officer at Deutsche. “I don’t think the consumers know either. They have good shows, but they don’t have a brand where people run home to watch VH1.”


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