Bethenny Frankel‘s daytime talk show will launch in national syndication on September 9. Bethenny, from Warner Bros and Ellen DeGeneres’ company, originally did a successful six-week summer test on several Fox-owned stations last summer, leading to its clearance in 98% of the country for next fall. Along with the premiere date, the show also released a first promo to the Fox stations which carried it last summer.
EXCLUSIVE: Bethenny Frankel has signed with CAA, which will represent her and her Skinnygirl brand in television, licensing, commercial endorsements, speaking, and philanthropy. WME, where the reality star, entrepreneur and author was previously repped for television and publishing, will continue to represent her for publishing. In all other areas, including licensing, she was with APA. The signing comes on the heels of yesterday’s announcement that Frankel’s talk show, which she hosts as well as executive produces with Ellen DeGeneres, will launch in national syndication next year. The pickup followed Bethenny’s successful six-week trial in the summer.
Warner Bros’ daytime syndication hopeful Bethenny, starring reality star Bethenny Frankel, got off to an encouraging start for its six-week test run on Fox stations in six markets. In its first airing yesterday, the talk show averaged a 1.5/5 in the overnight metered households, up 36% from its lead-in in the six markets and improving its time periods by 88% vs. last year. In women 25-54, Bethenny was up 67% from its lead-in and 200% vs. last year. So far it has been the highest-rated daytime talker tested on the Fox stations. Not surprisingly, Bethenny performed best in New York, Frankel’s home market, where it scored a 1.9/7 on WNYW, finishing third in the 11 AM hour behind ABC’s The View and CBS’ The Price Is Right. The only market where Bethenny fell from its lead-in was Philadelphia, where it averaged a 1.8/7 in homes, down from Wendy‘s 2.5/9.
After it didn’t make the cut for a traditional fall 2012 launch, Warner Bros.’ Bethenny Frankel talk show is going for a non-traditional rollout. Fox TV Stations have picked up the show, Bethenny, for a six-week trial run in the summer on some Fox owned-and-operated stations including flagships WYNY New York and KTTV Los Angeles. It will likely follow the third season of Frankel’s Bravo reality series, which premieres in February. “Bethenny is a lightning rod, and from a marketing standpoint, we love the idea of her hit reality series dovetailing into this test,” said Fox TV Stations SVP Programming Frank Cicha. It’s been a very crowded marketplace for new syndicated talk shows, with a whopping 4 newbies — Twentieth’s The Ricki Lake Show, CBS’ Jeff Probst, ABC’s Katie and NBCU’s Steve Harvey – cleared for a September launch. The competition for station slots, made more fierce by the renewal of Warner Bros’ rookie Anderson, squeezed Bethenny out of contention for next fall, though Warner Bros and Fox continued discussions about an alternative way to get the show on the air.