June 29, 2011 1 Comment
Recently ABC announced that it was canceling its long-running soap operas All My Children and One Life to Live and replacing them with two new one-hour daytime talk shows, The Revolution and The Chew.
All My Children premiered on the ABC Television Network on January 5, 1970, as a half-hour show; seven years later it expanded to an hour. “One Life to Live” debuted on July 15, 1968 and marked its 10,000th episode on August 17, 2007. But times have changed and now reality-oriented talk shows rule the daytime.
The Revolution will be a weight-loss show co-hosted by “Project Runway” emcee Tim Gunn. The Chew have a food slant and will offer a “rotating cast” of hosts that includes chef Mario Batali, Top Chef’s Carla Hall, chef Michael Symon, nutrition expert Daphne Oz, and entertaining expert Clinton Kelly.
These two shows are just some of the more current offerings to an already crowded daytime lineup which will also include such newcomers as Anderson Cooper, Katie Couric, Rosie O’Donnell and Fran Dresher. Add them to such returning old guards such as Dr. Phil, Ellen The Dr. Oz Show, The Gayle King Show, The Talk, The View, Rachel Ray and Martha Stewart and you have a pretty full day of talk. Chances are not all of these shows will survive and they will all be fighting one another for the elusive ratings.
This time around there is no Oprah in the mix. For the first time in decades, a new show truly has a chance to jump out of the pack and claim the daytime crown. So, if you’re an expert in your field, or someone who has written a book or have a service or product that fits one of the shows’ target markets; get ready to start pitching. The shows don’t start until September, except for a few such as the Revolution, which is scheduled to launch in January. But by late July producers are setting up their booking schedules.
Don’t make the mistake of blindly pitching every talk show the same way. Study each show and see what type of segments they run; then tailor your pitch or press release to meet those criteria. Remember follow-up calls are important. They’re the only way to know that your press release has actually been read. And, just as important, by following up, you can find out if the press release did its job and generated interest. If the release didn’t do the trick, you can now add the human touch. If the response is no, you can offer other angles, but do it lightly and then exit gracefully. Don’t waste your time trying to convince the media why you are right or trying to make a hard sale. Your objective is to meet their needs and not by pitching a product or a service, but by giving them a good, compelling story. Work on your PR pitch before you call. Do some pitch practicing, even if it’s just with a friend. Record a call and listen to how you sound. Don’t sound intimidated and certainly don’t try to intimidate. Be upbeat and polite. Remember study each show and pitch towards their needs. It might take some time, but if you stick to it, brainstorm and come up with some creative pitches – we’ll see you on the talk shows.
Copyright © Anthony Mora 2011