American Media Enters TV With 'Starface'

Some of American Media Inc.'s future success is pinned on its TV projects, not its core print assets. American Media--publisher of National Enquirer, Star, Globe, Shape, and Men's Fitness--has struck a content deal for a new show on GSN, Game Show Network. "Starface" premieres August 1, and will be hosted by Danny Bonaduce.

The tabloid-themed game show will include a segment called "National Enquirer Hot Corner," which will run in half of the series' produced episodes. "Starface," which features contestants who test their celebrity knowledge, kicks off August 1 at 9:30 p.m. For the "National Enquirer Hot Corner," contestants are asked questions about provocative celebrity photographs.

Here's how the deal is structured: GSN will receive advertising and editorial in The National Enquirer, the Globe, and their respective Web sites. One GSN spokeswoman said the deal was a no-cash barter arrangement. No other financial details were disclosed.

In turn, GSN network will broadcast co-branded promotional spots for the AMI magazines. GSN will feature National Enquirer banners on GSN.com. National Enquirer will also promote "Starface" on its Web site, www.nationalenquirer.com, and will stream video content.

In addition, the show will direct viewers to buy the Enquirer and Globe for its special "Starface" editorial section, which runs every other week for 10 weeks beginning Aug. 1.

This isn't the only TV effort for AMI. Several weeks ago, it said it was developing "One Park Avenue," a TV reality show that will follow AMI staffers, such as those at National Enquirer and Star, at home, work, and especially at parties and New York clubs. The company even produced a four-minute trailer of the show, which was put up on one of AMI's magazine Web sites. (One Park Avenue is the address of AMI.)

Although AMI hasn't found a network for the show, reports suggest that some cable networks, including Lifetime, have heard the pitch and could be close to a deal. American Media has had some monetary problems recently, closing one magazine and stopping a remake on the Enquirer.

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