• by Wayne Friedman , Staff Writer, April 24, 2015

The host of the “The Dr. Oz Show” says his show is “not a medical show.” Yet, there is still that abbreviation in the title of show to consider.

Branding can be key to much TV programming this days. TV marketers look to give a teasing, as well as hopefully a decently accurate picture of what is to come.

Does “Celebrity Apprentice,” “American Idol,” “The Voice,” “Food Network Star,” “Top Chef” and “Project Runway” -- to name a few -- give you all the information necessary to consider one’s valuable reality TV programming time?

Daytime medically inspired shows may take us to a different level.

Ten Columbia University doctors sent an email to Columbia University calling into question some of the alternative medical treatment that Dr. Mehmet Oz show promotes. Dr. Oz is vice chairman of Columbia’s surgery department. He believes his critics are attacking his freedom of speech.

On the “Today” show, Oz did say some of the more inflammatory words tossed around with alternative treatments -- like “miracle” -- should be stopped.

Some years ago, Dr. Oz talked about how taking a series of heavy steam/sauna treatments -- at the correct time -- could prevent/stop an ongoing cold. The word miracle wasn’t used. But maybe viewers thought differently.

Critics believe Oz should curb some discussion on treatments/products that come from “non-evidence based medical recommendations.”

This, of course, is the problem with TV -- reality TV. Real-time discussions about scientific medical treatments aren’t all that sexy. Mind you that might also go for lame business plans on reality TV business competition shows, or perhaps some boring musical arranging details (“What key is that song in?”) in deciding who is the better pop singer or performer.

Reality TV, of course, looks to “create” story lines, and “characters.” In real life, there are many “grey” areas -- including some medical treatments -- scientifically-based or not. That doesn’t make for great TV.

And then there are TV program marketing logos -- apparently. Oz said on “Today”:  "It's called ‘The Dr. Oz Show.’ We very purposely, on the logo, have 'Oz' as the middle, and the 'Doctor' is actually up in the little bar for a reason. I want folks to realize that I'm a doctor, and I'm coming into their lives to be supportive of them. But it's not a medical show.”

All of which got me thinking: How real are those housewives anyway?