[06/26/08 - 03:18 PM]
NBC's New Bundle of Joy 'The Baby Borrowers' Moves to 9 PM Wednesdays Beginning July 2
Repeats of the prior week's episode will air before the originals at 8:00/7:00c.

[via press release from NBC]


Prior Week's Episodes to Repeat Wednesdays at 8 p.m.

BURBANK - June 26, 2008-NBC's popular new reality show "The Baby Borrowers" is moving to 9 p.m. ET on Wednesdays beginning July 2 with repeats of the prior week's episode airing before the originals at 8 p.m. ET.

"The Baby Borrowers" is an intriguing new social experiment based on the hit British program that asks five diverse teenage couples -- ages 18-20 -- to fast-track to adulthood by setting up a home, getting a job and becoming caring parents first to babies, toddlers, pre-teens and their pets, teenagers and senior citizens -- all over the course of three weeks.

The June 25 premiere of "The Baby Borrowers" averaged a 2.9 rating, 8 share in adults 18-49 and 7.9 million viewers overall, to score NBC's highest non-sports rating in the Wednesday 9-10 p.m. ET hour in more than five months (since January 2) in adults 18-49. "The Baby Borrowers'" debut built on its 18-49 lead-in from "Deal or No Deal" by 81 percent. From its first half-hour to its second, "The Baby Borrowers" increased its 18-49 rating by 15 percent (to a 3.1/9 from a 2.7/8). The series ranked #2 in the competitive time period in all key ratings categories -- adults, men and women 18-34, 18-49 and 25-54, as well as total viewers. Versus NBC's 18-49 average in the time period last summer, "The Baby Borrowers" was up 16 percent (2.9 vs. 2.5).

"The Baby Borrowers" is produced by Love Productions. Richard McKerrow (the U.K.'s "Cirque de Celebrite") and Tom Shelly ("Survivor") are executive producers.

  [june 2008]  


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