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Best Programme Acquisition Shortlisted


American Horror Story FX 20th Century Fox’s dark, sexy homage to horror films was a hit for FX in a new slot for first-run drama, at 10pm on Mondays. In its launch month, the channel registered month-on-month gains of 26% in consolidated viewing and grew its reach by 9%. The show itself was more than five times ahead of its slot average.


Body Of Proof Alibi UKTV’s Alibi hailed Body Of Proof as a “transformational” acquisition, not least as it delivered an ABC profile of 57% – considerably higher than the channel average. The raw figures weren’t bad either, with an average audience of 575,000, up 313% on slot average, of which 11% were 16 to 34 year-olds, compared with a channel average of 8%.


Falling Skies FX


mark its arrival in its new, more promi- nent channel slot. It chose Falling Skies – and it was not disappointed. The channel was keen to build reach,


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ratings and impacts aggressively, and went down a sci-fi route, buying Steven Spielberg’s Dreamworks series from Turner’s new sales arm. Its premiere of episode one recorded FX’s single highest programme rating to date, with a con- solidated cumulative audience of just under 1.4 million. And it wasn’t a flash in the pan either


– thanks to time-shifting accounting for two thirds of viewing, the series average of 855,000 surpassed that of season one of zombie thriller The Walking Dead and all seasons of two of FX’s key staples: True Blood and Dexter. The thinking was that Spielberg’s


executive production on Falling Skies had made it a broader, more mainstream show than FX’s darker, edgier first-run series, and that its sci-fi fans would


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hen FX jumped up the EPG in February last year, it knew it needed a flagship show to


comprise a different demographic. In the event, it delivered audiences that were only very slightly male, with a good spread across age demographics but predominantly 25-54, and with a good coverage of social class – much higher in ABC1s than a multichannel average.


‘The premiere of episode one recorded FX’s single highest programme rating to date – 1.4 million’


That halo effect prompted FX to claim


Falling Skies was “directly responsible” for an increase in FX’s monthly reach of 41% for July 2011 compared with July 2010, and monthly ratings of 51% for the same period. FX also boosted Dexter by running repeats of both shows alongside the other’s premiere transmission. FX aired Falling Skies two weeks after


TNT’s US premiere, minimising the effect of piracy and capitalising on the hype the show was generating in the States – the result was PR worth more than £1.5m.


22 June 2012 | Broadcast Digital Awards | 11


Harry’s Law Universal Channel With a peak of just over half a million viewers, Harry’s Law set new audience records on Universal Channel. More than a fifth of viewers of the first episode were new to the channel and it was the key driver in the channel’s 34% surge in fourth-quarter average audiences.


The Slap BBC Four BBC Four has had great success sourcing drama from around the world, and turned to Australia to acquire a slick and well-crafted adaptation of the best-selling novel. It was younger-skewing than the channel average and beat its slot share average by 65%, and audi- ence average by 72%.


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