Ever since its launch, NBCUniversal’s Oxygen has struggled with identity as just another female-focused cable network among a slew of others, including Lifetime, Bravo, E! and WEtv. It finally might have found its identity in crime programming, which has done surprisingly well.
Oxygen’s Crime Time primetime block, recently expanded from three to four nights a week, boosted the network’s total-day ratings on those days by 44% in 4Q vs. the same period last year. The NBCU cable leadership has taken notice and is starting to explore an overall crime-theme rebranding of the network. Talks are underway with prolific crime drama producer Dick Wolf, who is in the NBCU family with a rich deal, as well