Oxygen’s New Shows Are Designed For The Young, Multicultural Woman Seeking Good Energy In Her Life

April 15, 2014  |  

During its upfront presentation last week, Oxygen announced plans to “revamp” its programming line up to better target millennial women (ages 18-to-34) and multicultural audiences with programming that Frances Berwick, president of Bravo and Oxygen Media, said is “hard to find.”

Speaking with The New York Times after last week’s breakfast, Berwick said a variety of audiences — “African-American and Hispanic and Asian-American and white” — “want to see themselves reflected on the screen.”

To that end, the network will bring back Preachers of LA  and they’re adding shows like Nail’d It!, a nail design competition that culminates in a $100,000 prize; Sisterhood of Hip Hop, a reality show about five up-and-coming female hip hop artists that has TI (among others) serving as executive producer; and a docu-series about female comediennes living in Los Angeles that has the working title Funny Girls.

While diversity on television (of every kind, to be honest) is still lacking in many ways, we’ve seen an increase in shows that feature African Americans, and African-American women, in particular. From Real Housewives of Atlanta, to Basketball Wives LA to programs like Sleepy Hollow and Scandal, black women are making a way to the headline positions on many programs. However, Oxygen has a very specific goal of showcasing women of various backgrounds who are making a way on their own and in positive ways.

Speaking specifically about Sisterhood of Hip Hop, Oxygen Media’s SVP of Original Programming and Development, Rod Aissa, told us, “Instead of tearing each other down, what if the drama is centered around being competitive? Being the best? What if they’re getting better together and there’s some support?”

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