• by Wayne Friedman , August 8, 2005

"Martha," the new Martha Stewart-hosted syndication show, has signed on brands from General Electric, Procter & Gamble, and General Motors for season-long branded entertainment deals, according to media executives.

In addition to a sizable amount of media time bought on the show, executives say products will appear on set (or in segments), including kitchen appliances from GE and food products from P&G. The deals are priced in the millions, and also include extensions into other media areas in the Martha Stewart Living Omnimedia empire, particularly its magazine group.

Overall, the show has now sold about 75% of its inventory going into its fall premiere, and is looking for a few more deals before the show launches this fall.

During the upfront advertising market, some media buyers complained that "Martha" was priced on the same level--or higher--than other established syndicated shows. Media buyers say "Martha" inked deals between $18 and $22 for every thousand women 25-54 viewers (CPM). Some buyers say this a bit higher than the $17 to $20 Buena Vista Television gets for the longtime morning syndication show "Live with Regis & Kelly."

"Martha" is compared with "Regis & Kelly" because like that show, it will have virtually all morning time period clearances. General Electric's NBC Television Domestic Distribution is selling the show to stations.

"Martha" could be pricey because of the value MSLO brings to branded-entertainment integration deals, say media buying executives, and because Martha Stewart already has an established longtime base of loyal fans. "Martha" is guaranteeing a Nielsen 2.2 household rating to advertisers--which if achieved, would make it almost an immediate financial success.

But television-wise, all isn't quite right at Martha Stewart Living Omnimedia. Heidi Diamond, president of Martha Stewart Television, is exiting the company, according to a Friday company release.

Executives close to the company say Diamond battled with producers of Mark Burnett Productions. "It was a case of the old-camp way of thinking versus the new camp," said one executive. Executives at Martha Stewart Living Omnimedia did not return phone calls by press time.

This isn't much of surprise, according to observers. Major differences in production styles exist between the sometimes-combative nature of Mark Burnett's shows--"Survivor" and "The Apprentice"--and the low-key, staid approach of Martha Stewart's early TV efforts. In the new daytime show, Martha Stewart will have a more entertaining/interactive role than in her previous efforts that focused on homemaking. For instance, a live studio audience and celebrities will be new additions. The older Martha Stewart shows were simple, often with just Stewart working on a craft or a recipe alone in the kitchen or garden.

Mark Burnett championed Stewart's TV stock while she was imprisoned and made two deals with her: For a new syndicated daytime show and for her to host a new version of "The Apprentice" for NBC, called "The Apprentice: Martha Stewart," which will also be launched this fall.