The Buzz

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A bubblehead on the red carpet? No way! A&E Network, trying to hip up its image and generate chatter around its "Biography of the Year" programming, launches an early December promotion that centers on an eight-market stunt campaign, per Civic Entertainment, New York, that asks the question "Who Will It Be?" and sends people dressed like "Biography" subjects to film premieres, sports events and tony restaurants. The eye-catching part: They'll have huge bright red plastic bubbles over their heads with question marks on them.

The two-hour "Biography of the Year" airs Dec. 14, with a week of lead-in programming dubbed "The Biography Top 10 Countdown." The shows include such categories as "Top 10 Hitched & Ditched." The network has spent the year reinvigorating the series, profiling the likes of Cher and Siegfried & Roy. That effort has included a $20 million print ad campaign shot by celeb photographer Annie Liebovitz.

"We're developing closer ties with Hollywood," said Abbe Raven, exec VP-general manager. "And we're being nimble. We learned that John Ritter passed away in the morning, and we'd refreshed his `Biography' and had it on the air by that evening."

Ratings in the prized 25-54 demo have risen 10% year-to-year for "Biography."

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