Online Exclusive: Media News

MARTHA STEWART PLANS THIRD POST-PRISON TV SERIES

Reality Show Features Troubled Women Rebuilding Their Lives

By Published on .

NEW YORK (AdAge.com) -- In her third major post-prison TV venture, Martha Stewart will be the executive producer for a new Martha Stewart Living Omnimedia show focused on troubled women who are trying to rebuild their homes and their lives.
Photo: AP
Martha Stewart's third new TV series will focus on troubled women trying to rebuild their lives.
Related Stories:
MARKETERS UNSURE OF MARTHA STEWART COMEBACK POTENTIAL
Some Take Wait-and-See Approach to New TV Shows; Others Cite High Ad Rates
PRESENTING THE NEW AND IMPROVED MARTHA STEWART
Media Mogul Promotes Her New TV Show to Advertisers and Press on Eve of the Upfront
SIRIUS AND MARTHA STEWART TO LAUNCH RADIO CHANNEL
Will Feature Round-the-Clock Martha Stewart Programming
'THE NEW YORKER' WINS FIVE ELLIES
Martha Stewart Pubs Win Two; Ms. Stewart Makes Surprise Appearance
'MARTHA STEWART LIVING' NAMES NEW PUBLISHER
Sally Preston of 'Organic Style' to Replace Suzanne Sobel
MARTHA STEWART CO. READIES LAUNCH OF 'BODY & SOUL'
New Magazine Has 60 Ad Pages and a 275,000 Circulation
'MARTHA STEWART LIVING' MAGAZINE PUBLISHER QUITS
Suzanne Sobel's Sudden Departure Comes Days Before Ms. Stewart's Prison Release
NBC PLANS NEW MARTHA STEWART DAYTIME TV SHOW
Reality Show Producer Mark Burnett to Oversee Comeback Project
FORMER ABC EXEC NAMED NEW MARTHA STEWART CO. CHIEF
Plans to Restore Ms. Stewart 'to the Core' of the Business

The 13-part series, which will air on an as-yet-undecided Discovery Communications network, will spotlight women “coming off welfare, recovering from bankruptcy or getting out of rehab,” according to MSLO.

Prison people
Each woman will be partnered with a mentor from MSLO. It has yet to be cast, though the program appears to be part of Ms. Stewart’s stated aim not to forget about the people she left behind in prison.

In a message posted on her Web site in December, Ms. Stewart asked her readers to "think about these women -- to encourage the American people to ask for reforms, both in sentencing guidelines, in length of incarceration for nonviolent first-time offenders, and for those involved in drug-taking." Adding that in prison, there is "no real help, no real programs to rehabilitate, no programs to educate."

The show also follows a trend toward reality programming with a pro-social bent, such as ABC's Extreme Makeover: Home Edition, and NBC's upcoming Three Wishes.

Not yet titled
The untitled show begins production in the fall and is scheduled for a 2006 air date. It will be produced exclusively by MSLO and will help the women learn how to wire a house, shingle a roof, paint and decorate, and transform their homes and their lives in the process.

The show concept is currently being pitched to advertisers and is part of an overall agreement with Discovery, which will repackage some of the MSLO archive TV footage into new material. Discovery’s TLC network has also agreed to air repeats of Martha, Ms. Stewart's syndicated daytime show on NBC. The repeat will air early evenings on the same day of the broadcast -- a bonus for any advertiser who has product integrated into the show. Discovery Communications will be responsible for selling the airtime around the shows.

MSLO has agreements with numerous broadcasters to air its programming. NBC, part of NBC Universal, will air Martha and The Apprentice: Martha Stewart come September. Comcast’s Style network currently airs Living, a show no longer in production. PBS broadcasts Everyday Food, a show based on MSLO's latest cooking magazine, while Tribune Media Services distributes Pet Keeping with Marc Morrone to affiliates across the country.

In this article:
Most Popular