• by Wayne Friedman , Staff Writer, February 3, 2005

Ex-cons now get their own TV show, but TV producer Mark Burnett says that's not enough for some. The domestic arts diva and resident jailbird, Martha Stewart, needs two shows, he says, to satisfy America's needs.

NBC's planned "The Apprentice: Martha Stewart" will be an extension of the hit NBC show from Mark Burnett and Donald Trump. Burnett is also producing a daytime, talk-style syndication show for Stewart as well.

A healthy amount of viewer interest in Stewart will come from train-wreck curiosity. Will she be less of an Ice Queen? Will she finally burn something in the oven, or prick herself with a sewing needle?

We can only wish. And, no, it's not about getting injured. New viewers of Stewart are looking for failings -- a humbleness that she really isn't better than us. C'mon, surely those twig and carrot Halloween pumpkin sculptures don't always come out on the first try.

Old Stewart supporters will show up, but what about that 30 percent of the audience who has no interest in her domestic arts ability - or her perfectly composed persona?

And will advertisers show up? TV advertising is still a business, not philanthropy, and it all depends on the ratings. Martha Stewart Living Omnimedia will look to cross-platform those TV advertisers into its publications to help lift its already damaged revenue coffers.

Word to the wise, NBC: know your audience. Stewart won't be huffing, "You're fired" to anyone. There'll be more a gentile, East Hampton-style approach:

"It's not working out." Or, "This isn't a good fit." Or, "Perhaps your great skills would be put to better use somewhere else."

Maybe she'll goof on the whole cooking thing - and pie-in-the-face a slacker contestant.

The show will focus more on the businesses of lifestyle, said Burnett - which in theory means a subtle, less-abrasive approach when it comes to critiquing work performance. Still, the gruff of Trump is what people pay to see. The key for Burnett is finding that specific Stewart idiosyncrasy we'll want to see over and over.

What type of "lifestyle" episodes? Maybe she'll pit two teams to come up with a marketing plan for a Soho, New York Yoga Class. But, in the end, Stewart - in contrast to Trump -- will have some good things to say before she sends a contestant off to a resting posture.

It's called savasana - or corpse pose.

Namaste, I say.