VH1 Gets A Makeover

VH1 is aiming at a new target, women 25 to 35 years of age. Due to a recent drop in ratings the channel is looking to regain its spot in the market. "We saw ratings deteriorate, and we were hearing from our audiences that there was a fatigue level with some of our shows," said Tom Calderone, president of VH1. This past Sunday they introduced their new show “Mob Wives” which shows females who have married into well known mob families. In May VH1 is going to launch a new show called "Big Morning Buzz Live," hosted by Carrie Keagan who is 30 years of age. In later May they plan to show "Single Ladies," which is hosted by Queen Latifah. 

The station believes that men are the typical ‘funny people’ of TV such as Colbert, Leno, Letterman, etc. So they are introducing the ‘funny women’ in hopes to gain more of an audience. 

"VH1 is in a continual state of reinvention, and part of choosing not to grow old with your audience is realizing when you have dined out on certain formats too long," said Mr. Toffler President of MTV.

"As professional women continue to become more affluent and make more inroads into the working world, advertisers are growing more desperate to reach them," said Brad Adgate, an analyst at advertising and marketing firm Horizon Media.

Women control 80% of the consumer market, so why wouldn’t you market the media to the majority of the consumers? Do you think it is smart for VH1 to market more towards women? Will that be more effective to gain more of an audience?