At a breathless pace <sub18>More Tori & Dean, 'Bad Girls' fare at Oxygen </sub18>
EmptyOxygen is expanding its Tori & Dean franchise. During its upfront presentation Wednesday in New York, the cable network said it has renewed "Tori & Dean: Home Sweet Hollywood" for a fourth season, with a return set for May 26.
Additionally, Oxygen has ordered a pilot for "Mr. and Mrs. Makeover," a couples makeover show developed by and starring Tori Spelling and Dean McDermott, who executive produce with World of Wonder.
Spelling and McDermott also are developing an original movie for the network, which the two will star in and exec produce. And Oxygen has signed for a slate of webisodes based on Spelling's new book "Mommywood," which will stream exclusively at Oxygen.com.
Oxygen introduced two other series in development: "Keshia and Kaseem," starring Keshia Knight Pulliam of "The Cosby Show" and her live-in boyfriend, Kaseem Penn, and "Celeb-U-Moms," which follows the personal and professional lives of Hollywood moms.
Looking to make a greater splash among young females, Oxygen is planning a second night of original programming to build on its irreverent "Bad Girls" aesthetic.
The network unveiled three new series set to launch this year: "Dance Your Ass Off," a competition show that blends elements of NBC's "The Biggest Loser" with dance programming like ABC's "Dancing With the Stars"; "Naughty Kitchen," a vehicle for brassy Dallas chef Blythe Beck; and "Addicted to Beauty," a warts-and-all look at a plastic-surgery center in La Jolla, Calif.
Although "Dance," which premieres in the summer, may give some advertisers pause — in addition to the mild expletive in the title, the gyrations of the show's plus-size contestants could have certain viewers crying exploitation — the series already has lined up a key sponsor in Crunch Fitness.
According to Susan Malfa, senior vp ad sales at Bravo Media and Oxygen Media, the "DYAO"-Crunch deal marks the net's first multiplatform marketing partnership.
Tony winner Marissa Jaret Winokur, who will host "DYAO," assured the audience at the presentation that the show was "not a boot camp" and that the contestants "love what they are doing ... They're so inspiring."
Malfa reiterated the network's Generation O pitch, saying that Oxygen is targeting the "trender, spender and recommender," women 18-34 and 18-49 who are in the "acquisition phase of their lives."
Among women 18-34, Oxygen is the fastest growing network among ad-supported cable entertainment networks. In the first quarter, it ranked 17th in primetime in the demo, averaging 105,000 viewers, according to Nielsen data.
Anthony Crupi is senior editor at Mediaweek.