It’s finally here. The promo for Bethenny Frankel’s talk show is making the rounds and well it looks like pure Bethenny magic. In the short clip (watch it below) the 41-year-old reveals the nature of her syndicated talk show. ”We are going to talk about marriage and relationships and sex and money and we’re going to go through this all together!” Frankel tells the audience.
“This is it’s own unique thing. It’s going to be its own kind of show,” Bethenny explained to Ellen Degeneres who is producing the show. And like most things Bethenny touches it will probably turn to gold. In addition to her career as a best-selling writer she has branched out into skin, clothing and health products which means her $120 million lifestyle empire will just continue to grow.
However, the journey to this talk show has been a little less smooth compared to Bethenny’s other business ventures. In November, after she had shot the pilot of the show, it didn’t get picked up. The pilot didn’t generate enough interest from local stations, and it was overshadowed when a slew of syndication projects from Katie Couric, Ricki Lake, Steve Harvey, Survivor host Jeff Probst and Anderson Cooper that were all snapped up.
But then in January it was decided that the show would get a six-week run on Fox stations this summer. Hilary Estey McLoughlin, the president of Telepictures, which produces syndicated shows for Warner Brothers to distribute said of Frankel, “She’s had late-in-life success, which I think makes her a real role model for women.” Warner Bros. Domestic Television Distribution President Ken Werner told The Hollywood Reporter that Bethenny was picked to be a relatable “girlfriend” for the female market. He said, “A year ago we determined there was a need in the marketplace for a show that provided daytime women the opportunity to hang out with someone who understood their needs, desires and aspirations… a girlfriend.”
It is also that brash, honest “too aggressive” personality that is making this show work. Bethenny has built her brand on her candidness. She tells it like it is and people, especially women, respond. “I want to be on TV in a format where I can have a longer conversation with my fans rather than 140 characters on Twitter,” Frankel said in an interview with The Hollywood Reporter earlier this year.You can’t build an empire like she has without having a brand that people like. APA’s Brian Dow told Casserly, “Bethenny’s vision of who she is on- and off-camera is extremely consistent. It’s never changed,” he said. “Women, and especially moms identify with Bethenny very strongly because they are able to watch all of her ups and downs on camera—and that relationship is obviously very valuable.”
If the companies involved are pleased with how Bethenny’s talk show does, they could make it a regularly scheduled program in the fall of 2013.