Discovery Communications’ TLC network is in discussions to pick up the celebrity genealogy show Who Do You Think You Are?, Bloomberg reported this evening citing people familiar with the discussions. NBC canceled the show, which traced celebrity family trees, earlier this year which resulted in the website associated with the show, Ancestry.com, losing a third of its market value. WDYTYA producers are also said to be in talks with other networks. Revival of the show would likely boost prospects for the sale of Ancestry.com, which has been talking to potential buyers. Shares in Ancestry.com rose less than 1% to $31.42 at market closing but rose as much as 3.7% in after-hours trading. Discovery rose 1.6% to $59.44. Who Do You Think You Are? was adapted from a British show and traced the ancestry of celebrities such as Sarah Jessica Parker, Gwyneth Paltrow and Spike Lee, using Ancestry.com’s genealogical data.
As primetime continues to lose viewers to the longer days and warmer springtime, Fox’s Fringe last night (1.1/3 in adults 18-49) went up a tenth from last week in its first airing since the sci-fi series was renewed for a 13-episode final season. It was one of only two series to post gains vs. their most recent originals last night. The other was NBC’s Who Do You Think You Are (1.0/4), whose Rob Lowe episode was up 25% from the previous new episode 3 weeks ago featuring Edie Falco. After surging 33% last week, Fox’s The Finder (1.1/4) was down 8% this week as it faced all-original competition in the 8 PM hour vs. all-repeats on the major nets last week.