'Wayne's' new world
BV shifts talker from KABC late to KCAL ayem
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Deal came together late last week, less than a month before the syndicated talk-variety show's Sept. 2 national debut. "Wayne" now will debut on KCAL Sept. 3, since the station will be airing the Muscular Dystrophy Assn.'s Labor Day telethon Sept. 2.
BVT was able to move the show under an agreement made with the ABC station group -- the fellow Mouse House division with which Buena Vista developed the show -- in order to secure the best possible lineup for the series.
The project was conceived as a replacement for "The Rosie O'Donnell Show," which aired on several ABC stations. "Rosie," however, did not air on ABC stations in Los Angeles and Chicago; therefore, the well-stocked outlets in those markets did not have strong time periods available. So the companies agreed that if a better platform became available for the show in L.A. or Chicago, BVT could place "Wayne" elsewhere.
BVT already made a deal for "Wayne" to air on Windy City indie WCIU in early fringe (sometime between 3 p.m. and 5 p.m.), rather than in latenight on ABC-owned WLS.
Slow rollout
BVT exec VP of sales Tom Cerio told Daily Variety the moves are part of the company's strategy to provide a slow, strong rollout.
"We decided to do a limited rollout of the show instead of just trying to get 90% cleared wherever we could," he said. "We focused our efforts on getting the best possible platforms secured in key areas. We'll be on WABC in New York at 10 a.m., for example.
"The project is something that the stations have embraced and the company is extremely supportive of," Cerio added.
The show will be heavily booked with celebs, so a strong presence in L.A., where "Wayne" is produced, is key.
At the same time, "The Caroline Rhea Show," which "Rosie's" producer-distributor Warner Bros. developed as its own "Rosie" successor, was cleared on KCAL months ago. KCAL has not yet decided where "Caroline" will air.
"Caroline" also is cleared on many ABC stations, primarily in latenight. As part of that deal, ABC stations negotiated a 50% stake in the show. If, however, the show is not upgraded to better time periods by January on those stations, Warners will get that stake back, insiders said.
"Rosie," which concluded its run after the 2001-02 TV season, has been airing in Los Angeles on KNBC, most recently at 10 a.m.
Starting this fall, NBC Enterprises' "The John Walsh Show" will get that slot.
NBC's syndie version of "Weakest Link," which has been airing as two half-hours at 3 p.m., will likely move to noon on the NBC-owned station. "Life Moments," the new reality series from Paramount and Pie Town Prods., is poised to join KNBC at 3 this fall, while King World/Par's "Dr. Phil" is skedded at 4. "The Other Half," which aired at noon, will move to overnight.
