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History will not be repeating itself this year.
The cable network, which has increased market share while hanging on to a majority-male viewership, is taking big swings in 2013, as huge ratings surges in 2010 and 2011 have made similar gains much more difficult to attain. A larger percentage of women last year joined roughly the same number of men 25-54; in the fourth quarter, gents in the demo were slightly off. That’s not exactly garment-rending news—top dog USA Network in 2012 was off by double digits across the board—but History is taking steps to maintain not just overall ratings, but its demographic composition.
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