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
"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.
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,
/Web site: http://www.marthastewart.com /