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Campus Ladies, Bliss, Oprah After the Show, Talk Sex with Sue Johanson, The Janice Dickinson Modeling Agency, Snapped, Girls Behaving Badly and Bad Girls Club, a reality series, were the highlight shows of the network at this time.Oxygen launched with immediate Direc TV carriage, and arrived on Dish Network in early 2006 during that provider's carriage conflict with Lifetime. NBC Universal's cable division announced at an industry upfront presentation on April 23, 2008, that the channel would rebrand and unveil a new logo on June 17, 2008; in the months since the sale the Oh!heading was dropped from the channel's visual branding. For the 2008 Summer Olympics, Oxygen aired events and programming weeknights relating to gymnastics, equestrian, and synchronized swimming through NBC's Olympic broadcasts.On June 29, 2009, Oxygen premiered Dance Your Ass Off, a reality dance competition program in which overweight people dance while they lose weight; the program was cancelled after its second season due to low ratings.NBCUniversal Lifestyle Networks president Frances Berwick stated that the network had not determined the fate of the network's non-crime programming, such as Bad Girls Club, after the full re-branding takes effect.Oxygen's new lineup will be built largely around its existing library of unscripted crime-oriented programming (such as Snapped and its various spin-offs); Berwick explained that NBC had not ruled out adding off-network reruns of police procedurals, such as the Chicago, CSI and NCIS franchises as well (with the latter two having already been aired by the network by that time).For a time during the talk show's syndication run, Oxygen aired week-delayed repeats of The Tyra Banks Show.The yoga/meditation/exercise program Inhale was the last inaugural Oxygen program on air into the channel's NBC Universal era, albeit in repeats; it was canceled in 2010.

The channel later began to focus chiefly on reality shows, reruns, and movies.

After the network experienced ratings successes with a programming block dedicated to such programming, Oxygen was re-launched in mid-2017 to focus primarily on true crime programs.

As of February 2015, approximately 77.5 million American households (66.5% of households with television) receive Oxygen.

Since 2015, the genre had seen growing interest, especially among young adult women.

After introducing a true crime programming block known as Crime Time—which aired on Friday, Saturday, Sunday, and Monday nights, and was devoted to series such as Snapped—the network saw a 42% increase in total viewership, and a 22% increase among women 25-54.

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