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In less than seven months, Spike TV, the First Network for Men, has established itself as a major player in the cable arena. The network is available in 87 million U.S. homes and is a division of MTV Networks.

Men are watching Spike TV in record numbers. During the first quarter of 2004, the network had its highest quarter ratings ever. And in such a short time, Spike TV’s new brand positioning is recognized by 80% of its target audience.

Since launching Aug. 11, Spike TV has premiered a slate of original programs such as the “water-cooler” hit of the season, “The Joe Schmo Show.” Last year, the finale garnered more than 3 million viewers. Recently, “Joe Schmo 2” wrapped production and will debut on June 15.

Under the leadership of Albie Hecht, president of Spike TV, and Kevin Kay, executive VP of production and programming, the network has embarked on a creative development strategy that is succeeding in delivering the elusive male viewer in key demos of M 18-49 and M 18-34 with distinctive original series such as “Ten Things Every Guy Should Experience” and “The John Henson Project.”

One particular standout is the cult favorite “MXC,” a comedic series based on the Japanese reality game show “Takeshi’s Castle.” Spike TV has taken actual footage and re-voiced the entire program with a comedic storyline. Since its debut last April, “MXC” has drawn 67% more men in both M 18-34 and M 18-49. It has received kudos from the media, including Entertainment Weekly, which gave the show an “A.”

Spike TV has built an automotive programming block that appeals to the car enthusiast with shows like “Ride With Funkmaster Flex,” “Trucks!” “Horsepower TV,” “Stock Car Nation” and the network’s new acquisition, “CHAMP Car Racing.”

In addition, Spike TV recently announced formation of a news and documentary division. Among the programming for 2004: “True Dads,” a documentary examining what it means to be a father today; “The Precinct,” a series exploring the dangerous lives of police officers; and “Viva Baseball,” a 90-minute special that honors the legacy of Latino players.

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 The network continues to solidify its brand positioning with key properties and ratings hits such as the “James Bond” movie franchise; “Star Trek: The Next Generation”; “Star Trek: Deep Space Nine”; and “WWE Raw,” the highest-rated weekly show on cable. “CSI: Crime Scene Investigation” will be stripped (Monday-Friday 7 p.m.-9 p.m. ET/PT) beginning Sept. 6. The network features male-oriented movies for its “Uncut” series—films telecast in their entirety and with limited commercial interruptions. The year, Spike TV will present “Blade Runner,” “Dog Day Afternoon,” “Born on the Fourth of July,” “Terminator” and “The Untouchables,” among others.

Spike TV recently launched “Check Up or Check Out,” an initiative directed at improving the state of men’s health. It is aimed at educating men on the importance of getting an annual physical. The network has partnered with Men’s Health Network and National Medical Association to build this campaign, and Rudolph W. Guiliani, former New York City mayor, is the official spokesperson. Spike TV will support this multi-year campaign with more than $5 million, including elements such as public service announcements, original TV programming, local community outreach and free health screening events, free print and online content.

Later this year, look for “Tripped Out: The Ultimate Guy Vacation,” coming in September; “The Immigrants,” an animated comedy series to debut in August featuring the voices of Eric McCormick and Hank Azaria; and “I Hate My Job,” a reality series that features guys who quit their jobs to pursue their dream jobs.

Last year, Spike TV produced the first-ever “Spike TV’s Video Game Awards” (VGAs), which garnered more than 1 million viewers. In December, the network will telecast the video-gaming extravaganza live from Las Vegas. Other specials include “Spike 52: Most Irresistible Woman,” a countdown of the year’s most beautiful women; and “AutoRox,” a star-studded awards show that celebrates America’s automotive passion.

Spike TV (www.spiketv.com) has quickly positioned itself as a key destination for men through its great programming and cool attitude.