Shift makes Banks twice as nice for CW


Daytime talker "The Tyra Banks Show" is moving to the CW's afternoon block in September.

Meanwhile, the CW is close to renewing Banks' "America's Next Top Model" for a 13th cycle, meaning both shows will be airing on the same network in the fall.

The hourlong talk show, from Warner Bros. Domestic TV Distribution and Telepictures Prods., has been airing in syndication for four seasons. The switch to the CW will see "Tyra" double-run from 3-5 p.m. weekdays.

As a result of "Tyra" moving to the CW, WBDTD will begin offering the freshman court program "Judge Jeanine Pirro" in first-run syndication for fall 2009. The show is now airing from 3-4 p.m. weekdays on the CW, followed by the sitcoms "The Wayans Bros." and "The Jamie Foxx Show" from 4-5 p.m.

"Tyra" will continue to air new episodes in syndication, where it is cleared in 97% of the country, through the rest of the 2008-09 season. The economics of the show, which is sold on a cash-plus-barter basis, played a role in its move out of syndication as stations are forced to make budget cuts amid the economic downturn.

To cut costs, "Tyra's" production schedule will be cut from 34 weeks to 26, with an episode from the first four seasons airing at 3 p.m. and a new installment airing at 4 p.m. "Tyra" repeats also will continue to air in late-night on Oxygen.

"We think moving 'Tyra' to network affiliates who have enjoyed such tremendous success with 'Top Model' creates a great opportunity for the network to broaden its appeal in early fringe as well as advantage our show," WBDTD president Ken Werner said.

"Tyra" this season is averaging a 1.0 household rating, off 9% from the same period a year ago, which puts it in a different league as higher-rated talkers including "The Oprah Winfrey Show," "Dr. Phil" and WBDTD's "The Ellen DeGeneres Show," which is the only talker up year-over-year. But it's also averaging a 1.0 among women 18-34 — the CW's target — up 25% from a year ago and fourth among all talkers. "Pirro," meanwhile, averaged a 0.8 rating/2 share last week in 56 weighted metered markets, down 33% from its average lead-in and off 11% from the year-ago time-period average.

Said CW COO John Maatta: "The addition of 'The Tyra Banks Show' to the CW's Monday through Friday afternoon block further unifies our brand as a destination for women and serves as the ideal companion to bridge daytime and primetime for our network and affiliated stations."

Telepictures president Hilary Estey McLoughlin said the move will enable Banks "to continue her success while collaborating with the network to cross-promote her brand in both daytime and primetime, maximizing her audiences and impact on one home." (partialdiff)
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