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Talk is cheap, but payoffs are huge; Shows need vision, evolution and charisma to bring back the viewer.

Publication: Advertising Age
Publication Date: 15-JAN-07
Format: Online
Delivery: Immediate Online Access
Full Article Title: Talk is cheap, but payoffs are huge; Shows need vision, evolution and charisma to bring back the viewer.(Special Report: NATPE/Syndication)

Article Excerpt
Byline: JANET STILSON

At first blush, "The Tyra Banks Show'' may not seem like a model of super strength among TV talk shows. After all, Nielsen Media Research ranked "Banks'' No. 84 among all syndicated shows for the period of Sept. 18-Nov. 26.

But "Banks,'' from Warner Bros. Domestic Television Distribution, is a clear winner in Brad Adgate's book. The senior VP-research at Horizon Media, New York, notes that the median age of "Banks'' viewers is 40.

"She doesn't do huge numbers, but she has a very young median age [for a talk show],'' Mr. Adgate says. "That's what advertisers crave.''

Coming up with a winning talk show that meets the needs of...

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