If at first you don't succeed in syndication, try, try again. Professional pretty face Tyra Banks is taking a second stab at a syndicated daytime talk show; this time with the help of Disney-ABC.
The America's Next Top Model mogul has been tapped to host and executive produce a lifestyle-based chatfest for the Mouse House. The new program is slated for 2015.
“Tyra is an enormous and vibrant talent with widespread appeal and we’re eager to introduce her new lifestyle show that will incorporate her personal message of self-confidence to the syndication marketplace,” said Janice Marinelli, president, Disney-ABC Domestic Television.
Judging from a line below in the press release announcing the venture, Disney-ABC still believes "lifestyle" programming is where it's at in daytime:
Capitalizing on the daytime audience’s tremendous appetite for lifestyle content, Tyra and her team will provide daily takeaway that is innovative, informative, and accessible.
Former Disney-ABC execs Anne Sweeney and Brian Frons blew millions of dollars trying to rebrand SOAPnet as a women's lifestyle network, leading to viewer erosion and the network eventually being gutted. They tried the same thing at ABC Daytime, cancelling long-running sudsers One Life to Live and All My Children. Those soaps were replaced with a pair of "lifestyle" shows, one of which was quickly cancelled.
“The fire to inspire women and help them to blaze new paths fiercely burns inside of me,” said Banks. “I’m excited to be partnering with Disney-ABC to usher in a new era of lifestyle, beauty and entertainment that will inspire women to be the CEO of their lives via honesty, humor and the newest tips and tricks without being intimidating or precious. To my fierce fam of future viewers: I can’t wait to shake up daytime TV together. I have a lot of information to give and still lots to learn. Let’s do it!”
So Banks didn't "shake up daytime TV" enough during her first talk show? You know, the one that performed so poorly in syndication it had to be dumped off on The CW, before finally being cancelled? I certainly felt shook when she brought on Naomi Campbell to spend an hour talking about how mean the supermodel had been to her.
"Tyra is truly unique in that she is both aspirational and extremely relatable to women of all ages," said Lisa Hackner, executive vice president, Daytime & Syndicated Programming, ABC Entertainment Group. “With an extraordinary social media following and legions of fans built over her years on television, Tyra is more relevant than ever. She is the ideal personality to infuse lifestyle content with fresh energy, humor, and the practical information the daytime audience craves.”
It should be noted, Hackner developed the original Tyra talk show for Telepictures. I guess soaps aren't the only daytime genre to continually hire people to do the same thing over and over again.
It's predicted Disney-ABC will try to push Banks' latest endeavor off on the affiliates (especially the ABC-owned and operated ones) that have an hour to fill, courtesy of Katie flopping.