NEW YORK, Aug. 4 /PRNewswire-FirstCall/ -- Martha Stewart Living Omnimedia, Inc. (NYSE: MSO) and King World Productions, Inc. today announced clearance to date in over 80% of national markets for the launch of the 11th season of the nationally syndicated, one-hour, Emmy award-winning daily television program, Martha Stewart Living (MSLTV), including a move to air twice daily in six major markets.

Beginning September 15th, MSO is launching the premiere of Season 11 on key stations belonging to many major station groups across the country, including affiliates of the CBS, NBC, and ABC networks. Additionally, in New York, Los Angeles, Philadelphia, Boston, Dallas-Fort Worth, Miami and Pittsburgh, MSLTV has added daytime distribution on either a UPN-affiliated or an independent station in each such market, while maintaining distribution on the local CBS-owned stations in late night timeslots in each such market (other than Pittsburgh), thereby providing double runs in those six markets. On the new stations, MSLTV will air between 9 a.m. and noon daily, while airing on the CBS-owned stations in those markets between 12:30 and 2:30 a.m., except in New York, where the program will air at 2 a.m. (for all times, check local listings).

"We are very excited about the potential of reaching new audiences," said Heidi Diamond, MSO's President of Television. "Our research shows a solid opportunity for MSLTV among women 18-49 on the additional UPN-affiliated and independent stations. Additionally, our history on late nights on the CBS-owned stations in Philadelphia and Baltimore indicates that many of our loyal CBS viewers will choose to watch at those times. Linda Corradina, our new executive producer with experience at Oxygen and MTV Networks, is ideally suited to create women's programming which will enhance our appeal among the targeted audiences that national advertisers are trying to reach."

Martha Stewart, MSO's Founder and Chief Creative Officer said, "I am especially proud of MSLTV's record of accomplishments -- ten years of inspired programming, ten Emmy awards, and thousands of quality how-to segments for the homemaker featuring chefs, artisans, gardeners, and craftsmen from all across the continent. Our talented team and I look forward to bringing our useful, practical and beautiful information to an expanded audience."

"We're thrilled that Martha Stewart Living is continuing on with King World for the upcoming season. Martha does a terrific television show," said Roger King, Chief Executive Officer, CBS Enterprises/King World. Added Joseph DiSalvo, President, Domestic Television Sales for King World, "Entering its 11th season, Martha Stewart Living continues to be a reliable staple for our station clients attracting loyal core audiences."

Local Market Promotions To Drive Viewership

The CBS-owned stations will drive audience awareness of the MSLTV time and channel changes by providing three weeks of on-air promotion in September in the New York, Los Angeles, Philadelphia, Boston, Dallas-Fort Worth and Miami markets alerting viewers both to the new late night time slots on the CBS-owned station and the addition of the program to the schedule of the second station in the market. The new daytime stations will themselves provide on-air promotion throughout October and November to drive viewership. Viewers can also check the featured Program Guide in Martha Stewart Living magazine and on marthastewart.com.

The launch kicks off with all new segments featuring more easy-to-make recipes from MSO's new Everyday Food magazine. Season 11 will also feature themed programming with a multicultural focus, an expanded emphasis on smart ideas for homekeeping, petkeeping and technology, as well as more of the "good things" for decorating, entertaining, cooking, collecting and gardening that are the hallmarks of MSLTV's award-winning "how-to" content for the home.

"Strategically, these developments bring certain benefits to both partners," said Sharon Patrick, MSO's President and Chief Executive Officer. "MSLTV gains double runs in major markets with new, more diverse, and younger audiences attractive to advertisers and substantial station promotion to drive the new viewership -- while King World is able to launch its own new talk show program in MSLTV's previous timeslot in specified markets."

Created and hosted by Martha Stewart, Martha Stewart Living television program provides high-quality, "how-to" content, whether teaching viewers how to create colorful and unusual flower arrangements, prepare a surprisingly easy oven-baked risotto, or design simple and inspirational decorating makeovers for their homes. The program features special guest experts on all aspects of the home, including cooking, decorating, crafts, collecting, gardening, weddings, baby and kids, technology, homekeeping, petkeeping, and healthy living. Guests join Martha in her state-of-the-art studio in Westport, CT -- designed exclusively for Martha Stewart Living Television -- and on her travels to fascinating locations around the world.

Martha Stewart Living airs nationally in syndication for one hour, five days a week, with a half-hour weekend edition. Produced by Martha Stewart Living Television (MSLTV) and distributed by King World Productions, the series is now in its tenth season. MSLTV is part of Martha Stewart Living Omnimedia, Inc., an integrated content company, which is listed on the New York Stock Exchange under the ticker symbol MSO.

SOURCE  Martha Stewart Living Omnimedia, Inc.; 
King World Productions, Inc.
/CONTACT:  
Elizabeth Estroff of Martha Stewart Living Omnimedia, Inc.,
+1-212-827-8281; or Samantha Schabel of 
Susan Magrino Agency, +1-212-957-3005,
for Martha Stewart Living Omnimedia, Inc.; 
or Jan Murray of King World,
+1-212-541-0270/
/Web site:  http://www.marthastewart.com /
    (MSO)