E! Philippines Launches New Strand I Heart Pinoy

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LOS ANGELES: An I Heart Pinoy programming block has launched on NBCUniversal International Networks' E! Entertainment Television in the Philippines.

I Heart Pinoy features the third season of the hit original reality series It Takes Gutz to Be a Gutierrez, and the freshman season of the fashion-themed The StyleList, Inc., which is an exclusive for E! Philippines. The block airs on Mondays.

The season three premiere of It Takes Gutz on July 27 at 9 p.m. was the show's highest-rated debut to date among the core demo, women 20 to 44, and other key demos, including females above the age of 16, adults 20 to 44 and SEC ABC1 viewers. It ranked number one out of 26 English GE/lifestyle channels in its time slot among SEC ABC1 viewers, and number three among both women 20 to 44 and adults 20 to 44. More than half of viewers (64 percent) were young adults 16 to 34, up 156 percent on the channel average.

The premiere of The StyleList on July 27 at 9:30 p.m. improved time slot average by 102 percent among women 20 to 44, 24 percent among adults over the age of 16, and 683 percent among SEC ABC1 viewers. It ranked number two out of 26 English GE/lifestyle channels in its time slot among SEC ABC1 viewers. Eighty-one percent of viewers were young adults 16 to 24, up 376 percent on the channel average.