Newspaper article The Christian Science Monitor

Talk Shows Take over Popular and Cheap to Produce, They Dominate Fall Syndicated Market

Newspaper article The Christian Science Monitor

Talk Shows Take over Popular and Cheap to Produce, They Dominate Fall Syndicated Market

Article excerpt

MONEY talks - loudly and convincingly - on television, which is a good reason why talk shows are proliferating like mushrooms in the night.

Right now, at least 40 talk shows - some new, some long-established - are either on the air or scheduled for the fall season. Most of them are syndicated to the stations, rather than carried by the networks, and all of them have two qualities in common.

Audiences seem to like the combination of chat, comedy, and soul-searching, along with the exploration of relationships and human aberrations, which the talk-show hosts dish up and against which the viewer can measure his or her reaction.

Equally important, in TV terms: Talk is cheap. It's a lot less costly to invite an audience and have a host interview celebrities than to bankroll a sitcom or a drama series. Broadcasters, with an eye to maximizing profits, thrive on that satisfying equation - low-cost programming with obvious audience appeal.

The extent to which talk shows are multiplying on the air became clear at the recent NATPE (National Association of Television Program Executives) convention here, which drew more than 10,000 broadcasters, producers, and syndicators from both the United States and abroad.

The most glamorous and sought-after celebrity visitors at the convention were the men and women who run the syndicated talk shows, and it quickly became clear that chat programs would dominate the air this fall. In fact, they already do.

Oprah Winfrey and Donahue lead the pack, followed by Arsenio Hall, Larry King, Maury Povich, the ultra-conservative Rush Limbaugh, wise-cracking Joan Rivers, Sally Jesse Raphael, Regis and Kathy Lee, and others.

But the talk-show stage is rapidly acquiring new actors. Essentially, they find it difficult to cut a distinctly different pattern, but some are potentially more exciting simply because they just don't quite fit the mold.

At the same time, as competition rises, the newcomers are at least aiming for a different style and more controversial topics because, in the nature of things, they find it hard to attract the top guest names who automatically gravitate to the top-rated shows.

The new talk-show hosts range from the youthful and inexperienced to men and women with news and show-business savvy. Bouncy Bertice Berry exudes charm and vitality and is convinced that she's going to hit the top.

"What you need is a real focus, not a lot of different stories," she says. "I just want to have fun, be a good listener, and tackle topics that interest the average American."

The pixyish Ms. Berry comes from Wilmington, Del., originally wanted to become a sociologist, turned to nightclub comedy, and then discovered her ambition to make it as a talk-show host. …

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