NBC To Martha: "You're Fired"

NBC has had to redesign its prime-time lineup--by ending "The Apprentice: Martha Stewart."

That's not surprising, considering the show's microscopic 2.0 plus ratings in adults 18-49. The Mark Burnett Productions-produced show was a spinoff of the original Donald Trump-hosted show, "The Apprentice." This is the first major move of the season for the NBC prime-time schedule.

Both "Apprentice" shows fell on hard times this season--perhaps hurting each other, according to program analysts. Donald Trump, one of the show's executive producers, said as much--that perhaps two shows were causing confusion. The original "Apprentice" which had 6.0 plus ratings with adult viewers 18-49 last year, fell to the 4.0 plus ratings range at the start of this season.

Unlike other "Apprentice" shows, NBC said the Stewart-hosted show was always scheduled to run for only one cycle. The show struggled for NBC on Wednesday nights since its Sept. 21 premiere.

And Stewart was somewhat gentler in dealing with contestants than the original, which program analysts say was partially responsible for her demise. She didn't 'fire people,' like Trump. She told contestants at the end that they 'didn't fit in.'

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Martha Stewart Living Omnimedia executives said all along that even with low ratings, the "Apprentice" show was a great promotion for the company. Historically, MSLO has been a trendsetter when it came to cross-promoting its media TV, print, and online assets.

Stewart's daytime syndicated show, "Martha"--also produced by Mark Burnett Productions--has fared a bit better. With a focus on home decorating and celebrity guests, "Martha" has pulled an average 2.0 household rating.

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