Jason Klarman has been elevated to president, Oxygen Media, effective immediately. He previously served as general manager, a position he’d held since January 2008.
Under Klarman’s watch, Oxygen has seen a significant uplift in deliveries of its core demos. The network averaged 200,000 women 18-49 in prime time during the first quarter of 2010, up 6 percent from the year-ago period, while women 18-34 grew 8 percent to 115,000.
Total deliveries improved 17 percent in Q1, with an average prime time audience of 524,000 viewers. All told, Oxygen has doubled its deliveries of W18-49 since NBC Universal acquired the property in late 2007; in the same two-and-a-half-year span, W18-34 have nearly trebled.
As Oxygen has pumped up its demo performance, it has enjoyed a concomitant lift in ad sales activity. Since 2008, the network has lined up 100 new sponsors; last year, Oxygen took in $148.5 million in ad sales revenue, per Kantar Media.
“Jason has an unparalleled gift for identifying a brand’s essence and driving a business from that vantage point,” said Lauren Zalaznick, president, NBC Universal Women & Lifestyle Entertainment Networks, by way of announcing the promotion. “His ability to deliver a message that cuts through the clutter, along with [his] keen business acumen, has driven the incredible double-digit growth at Oxygen.”
Prior to joining Oxygen, Klarman served as executive vp, marketing & digital at Bravo. In 2005, he spearheaded the re-branding of Bravo, priming the pump for series like Project Runway, Top Chef and The Real Housewives franchise.
Klarman joined Bravo in 2004 from the now-defunct linear network Trio. Before that, he served as vp of marketing at Fox News.