Rosie O'Donnell's planned return to daytime TV could be a major boost for the syndication business -- if station owners know what's good for them.
Unfortunately, as evidenced by the sorry state of local TV, the folks who run stations (and station groups), have repeatedly demonstrated an aversion to bold thinking and a consistent proclivity toward short-term thinking. No wonder, then, that wisened industry observers are already focused on all the reasons why the Rosie reboot could ultimately underwhelm.
Some of those concerns (outlined here) may be valid. But given how desolate the syndication landscape is these days -- if you're not airing "Ellen," "Dr. Phil" or "Dr. Oz," you've pretty much got crap -- stations ought to put aside their worries and start clearing time for Rosie 2.0.
Here are four reasons why Rosie could once again be riveting -- as well as three things O'Donnell and her team ought to do to make this new venture work:
WHY ROSIE REDUX MAKES SENSE
--Rosie still boast a large fan base ready to check her out again.
O'Donnell hasn't had her own show in nearly a decade, but she's hardly disappeared from the pop culture landscape. Between her high-rated stint on ABC's "The View," her high-profile blog and her daily Sirius chat show, O'Donnell has kept a connection with many of the viewers who loved her during her first go-round in daytime.
No, she's not nearly as beloved as she was in her pre- 9/11, pre- "The View" days. Some folks can't deal with O'Donnell's blunt, sometimes shrill take on current events.
But the biggest hurdle facing most new syndicated shows is effectively marketing them in such a crowded media marketplace. Viewers know who Rosie is, and what she brings to TV; local stations who buy her show can be assured her return will at least get sampled.
And for those who argue O'Donnell is too out-there for mainstream viewers? Being polarizing hasn't hurt Glenn Beck or Bill Maher. Isn't a bit condescending to assume there's not a female-heavy audience in daytime looking for someone who challenges conventional wisdom?
--Daytime needs a new forum for semi-serious conversation and big interviews in the post-Oprah era.
Ellen DeGeneres seems poised to inherit "The Oprah Winfrey Show's" mantle as the go-to daytime destination for celebrities looking to hawk movies or albums. But it's unlikely she'll have much interest in interviewing John Edwards' mistress or the parents of Balloon Boy -- in other words, all those current events-driven media celebrities who need a forum outside of "Larry King Live."
Rosie 1.0 wasn't a good fit for these folks, either. But New Rosie, with her interest in world events and politics, could be perfect for that role.
--Rosie would be a lot more advertiser-friendly than many daytime talk shows.
Sure, the second O'Donnell unleashes a prolonged rant against some bone-headed GOP congressman, the Parents Television Council will begin calling for an advertiser boycott. Heck, I wouldn't be surprised if the PTC actually issues a pre-emptive jihad against O'Donnell, calling on local stations to declare that they wouldn't dare air her show.
