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An encouraging start for the new “Sharon Osbourne”
is fast giving way to a renewed sense that the syndicated talk show
might be in trouble.
After premiering to a 1.8 household rating on Monday, the
show's rating dipped to a 1.5 on Tuesday, based on metered market
ratings from Nielsen Media Research. That suggests the curious tuned
in the first day, but many of them didn't find a compelling reason
to come back.
“Sharon's” rating on Tuesday was low enough to eventually get it
canceled or, more likely, get it demoted to late-night time slots
by midseason.
One thing that could save it, though – besides getting
better ratings – is the fact that it's still doing better than the
shows that were previously in its time slots. In fact, “Sharon's”
average rating is up about 21 percent.
Perhaps of equal importance to Warner Bros., the show's
distributor, is that “Sharon” isn't the mess it was reported to
be only a few weeks ago.
The show has a polished look, with Osbourne's set reminiscent
of a living room with dogs running around. She is also getting fairly
big name guests, like N'Sync's Lance Bass on yesterday's episode.
Media buyers who saw test runs of “Sharon” said at the time
that Osbourne was uncomfortable as a host – something mostly unnoticeable
in this week's episodes – and, more troubling, the show's format
was still up in the air.
Various reports had Osbourne, who is known to be confrontational,
at odds with the show's producers over its direction. There were
also reports of staff firings and Osbourne refusing to show up on
the set for a few days.
That, of course, came on top of declining interest in the
show that made Osbourne a celebrity.
The audience for MTV's “The Osbournes” fell 48 percent from
the first half to the second half of its second season. About 6.6
million people watched the premiere, but only 3.4 million people
were watching by the time the season resumed after a break.
Still, “Sharon” is doing better than a lot of people were
expecting.
“I think ‘Sharon' had a very good start, given the fact
that there was a lot of speculation as to what the show was going
to be,” says Bill Carroll, vice president and director of programming
at the Katz Television Group.
“Once the show got on the air, it proved the audience
was interested in seeing what she would do.”
It needs to do better, though.
“Sharon's” 1.8 rating on Monday, though up 29 percent over the
same time slots last year, puts it in line with programs well past
their prime, like “Ricki Lake,” and others, like “Jenny Jones,” that
have been canceled. “Jones,” also from Warner Brothers,
averaged a 1.7
rating last season.
Part of “Sharon's” problem may be a matter of distribution.
While
the new “Ellen DeGeneres” is running mostly during the day on NBC
stations, “Sharon” is typically on smaller stations, like the WB
affiliates WPIX in New York and KTLA in Los Angeles .
In contrast to “Sharon,” “Ellen” averaged a 2.1 household
rating in its first week and a 2.1 for the first two days of this
week.
Moreover, syndication's biggest talk shows, “Oprah”
and “Dr. Phil,” premiered to an 8 and a 5.8 rating on Monday. “Oprah”
had its best premiere rating in five years with Arnold Schwarzenegger
as guest, while “Dr. Phil” was up five-tenths of a point from its
first-season premiere last year.
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