Amazon To Stream Weekly Talk Show

Taking another crack at novel brand building, the Internet megamart Amazon.com on Thursday announced plans for a weekly online talk show hosted by the controversial comic Bill Maher. "Amazon Fishbowl With Bill Maher" will stream live every Thursday night for a half hour beginning in June, although Amazon will stream a preview--featuring a song and dance by Rob Thomas and a chat with Stephen King--on Tuesday.

"Fishbowl" will follow a typical talk-show format, with an opening spiel by Maher, guest interviews, and musical performances. Commercials will not interrupt the show, but each will feature a spot sponsored by the United Parcel Service in which celebrities deliver UPS packages to people's doorsteps. In addition, Amazon--further blending product retail with entertainment--will display links to purchase whatever books or albums are discussed during the shows.

This is not the first time Amazon has tried its hand at marketing with entertainment, nor is this its first time employing Maher. Last summer, Amazon threw itself a tenth birthday party hosted by Maher and headlined by Bob Dylan and Norah Jones. Financial services company Chase sponsored the bash.

In late 2004, the e-tailer partnered with Ridley and Tony Scott's production company to launch a film series of original shorts. The creative agency Fallon Worldwide also helped with the design and execution of "Amazon Theater," which was also sponsored by Chase. Amazon sponsored another film festival, in mid-2005, with American Express and the Tribeca Film Festival.

Because Amazon attracts roughly 50 million consumers per month--making it the seventh most highly trafficked Web site in December, according to Nielsen//NetRatings--there is little doubt that Amazon's new show will get some exposure. But exactly what impact it will have on sales--and Amazon's image--is unknown.

Amazon is taking a big risk with the highly controversial Maher, said Robert Thompson, founding director of the Center for the Study of Popular Television at Syracuse University. "Controversy online is a good thing," said Thompson, "but Maher shortens the list of potential advertisers you've got, and there are a lot of people out there who want nothing to do with Maher or anything he's attached to."

The television show Maher hosted on Disney's ABC for eight years, "Politically Incorrect," was pulled off the air in 2002 after Maher made comments criticizing the U.S. government's response to the attacks on Sept. 11, 2001.

Thompson added that Amazon would really be asking for it if they don't bring on a more conservative voice to level the playing field. "I don't think they want to be known as the Bill Maher company, and I would be really surprised if they don't balance the ticket," he said. "Amazon sells a lot of controversial titles, and no one complains because they sell everything, so it's balanced."

Amazon spokesman Drew Herdener, however, said Amazon has no current plans for another show. He did say that Amazon would be choosing "Fishbowl"'s guests, and that Amazon will have some degree of editorial control over the show. "We're collaborating on the show, so we will be providing input," Herdener said.

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