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Show Like ads, TV showshit the mark with gender targeting By Jacqueline Cutler TVData Features Syndicate Curvaceous women stuffed into teeny costumes say nothing but smile a lot as they frolic on trampolines on Comedy Central's The Man Show. Women wearing business attire sit in lovely chairs and talk about their careers on Exhale Cable ob Areas > With Candice Bergen,a talk show on the nascent network Oxygen. O It's called gender targeting. In marketing, the practice has been aroundfor ages: Sell to a specific group. “All gendertargeting is,is branding,” says Rick Haskins, Lifetime’s executive vice president of marketing.“It is finding a target audience, understanding whattheir needs are and delivering what they want.It's Marketing 101.” For example, as expected, 65 percent of the viewers of ABC's Monday Night Football are male. Onthe flip side, CBS’ Diag- nosis Murderattracts an audience that's 66 percent female. The few networks that are gendertargeting are successful. Weekly, UPN trumpets howit's beating The WB Network in the ratings war. Womenwatch moretelevision than men do, and there are more females than males. Marketing mavenspoint to research showing women buy more than men, Still, as McGuire notes, gendertargeting can only take a network so far. “To be a network, we believe, you can’t confine yourself to a niche,” he says. Aspecific show, however, can. Jimmy Kimmel, co-creator and co-host of The Man Show,is the guy you expect to \see by the kegat frat party, cracking everyone up. “! thoughtit would be a fun show," he says. “And guys - and women as o> - would like the show. | didn’t have anybig overall plan forit." The show has running gags,including household hints rom edult-film stars. Onthe other endof the gender spectrum, there's Oxygen. The network debuted on Feb.2 and is in 10 million homes, says Jude Brennan, senior vice presidentfor programming. “Wearenotthinking of ourselvesas strictly a woman's network," she says. “We wouldlike to appealto everybody,but bringing a woman's view ofthe world. We are not manhaters. Weare not wild and woolly feminists. We wouldlike to have showsthat would appeal to anyone. However, we feel womenare underserved.” Such a network would never haveflown before the cable explosion of the past decade. “With the average household having 58 channels now - 30 years ago, it was aboutfive - you have to start think- 3 5 a8 Ba 2 £ i 5 SE 4 ae : = KUTV-2 2 2 2 2 2 2 2 2 2 |KTVX-4 4 4 |4 4 4 4 4 4 4 KSL-5 5 5 5 5 5 5 5 5 5 KUED-7 7 7 7 7 7 Tt 7 7 7 KBYU-11 fs BETO S 11 il il il il il il il i 14]/3 |3 |3 3 3 ]3 14 KUWB-30) KUPX-16 7D os 30 16 12 10 19 12 10 12 10 12 12 KJZZ-14 t8gs |S 12 10 eee 12 m 53 25 25 26 28 25 10 19 10 ENCORE 92 14 14 14 14 14 14 21 14 HBO 33 6 6 6 66 6 6 1716 MAX SHOW 45 41 20 20 17 39 15 20 21 20 15 16 “The Adventures otFord Fairlane” aw anes (1986, Science1Fiation) ( ) it |STARZ! 77 16 16 21 79 16 Al ) leaves a trail ofcrude remarks ae him creatures responsiblefor th it as he investigates a heavy-metal rock ofereostromo. R'(L, V)(2:17) ble 58 21 21 60 nee She) | ee CNBC 36 35 35 38 36 35 25 44 98 Roger Desmond,professor of communication at the University of Hartford, sums it up: “Television and cable are following trends of older media. Print media, like magazines, discovered that there was great reward for Once you specialize, specialization becomestherule. So we have no more general-purpose magazine, like Life. ... And the general-interest TV show? Thatis becominghistory. Wayne Newton.Ancbnoxious private eye istigmarinesare. sent to erica the TMC star's murder. ‘R’(L, A) (44)(MAX) Sun. (ENE “ABBA:9 The Movie” lo" * * % (1978, yi Mi 6174963 Se ee vijestern! ) Tim Hol Whititley. oy Tres the edish ws to put an thievery.(1: Everare aiygr Steck Sa GoldMn BarbaraPeltThe ‘the (AMC) ‘Thu, 6:30 am. 743827 AMC fm16ofa2)ENO) taeof fetch prove HaroredesAltoredState”sax (80Sdence TON ‘G’ (1:34) lure 72217082 t cash to resist get-rich-quick schemes. 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Ifyou have cable service, please make sure that your cable channel num- Boo ap 4 (1999, , Comedy) bers are the same as the channel numbers in this program guide. If not, you chia Alonso, Mae MC An Diag plcfer Thatgovers: Robert De Nir, Billy Crystal.oneA ee ee ae ase ee eeSone to have detected whee,she is onttaeGHA WaT pm. 4TOATinvasion foron.(2:00)(14) York's most-feared mobatars 3) his Sat, 4:35 a.m. Terminator” + (1996, Scionco PH: 9 pm. 6747637 “Adrenalin: Fear the Rush” * (96, ee Ford, Rodger Halston. A “Android” ¥ « (1962, Science na, ‘The PlusCode® numberprinted next to each program is for use with the Gemstar VCRPlus+® system.If you have a VCR with the VCRPlus+ ; will need to perform a simple one-time procedure to match up the cable ed above, This procedure is described in your VCR user's manual. 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