Something Different Coming So You Won’t Be Bored

Aug 18, 2003  •  Post A Comment

Did you see the one in the office supply store, where Ellen DeGeneres leaps from chair to chair, choosing her host seat? It’s one of many inventive promos Telepictures produced for its upcoming talk show starring Ms. DeGeneres-many more, in fact, than usual. The decision to produce all those spots for the first promotional phase (through Aug. 25) is the result of research conducted by Starcom indicating that viewers have negative reactions to programs that pound them with the same few spots many times over. So Telepictures, “The Ellen DeGeneres Show” writers and the host herself produced some 15 ads. That’s about triple the usual number, said Jim Paratore, executive VP, Warner Bros. Domestic Television Distribution and President, Telepictures Productions. Ten spots were produced for the first phase of Telepictures’ other freshman talk show, “The Sharon Osbourne Show.” An unprecedented lineup of “Ellen” spots start running in cable Aug. 18, and for “Sharon” on Aug. 25. The buys, which encourage viewers to check local listings, involve about a dozen cable networks, including TNT, TBS Superstation, HGTV, Food TV, TLC, Discovery and A&E. “These promos will talk to the people who are watching television during the day,” Mr. Paratore told TelevisionWeek. “Daytime has seen the highest erosion of share from broadcast to cable of any daypart, and we think with `Ellen’ and `Sharon’ we have the kind of quality shows that will bring viewers back to broadcast.” All told, the production and marketing for “Ellen,” which premieres Sept. 8, and “Sharon,” which premieres Sept. 15, is expected to cost more than $50 million.