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QUEEN OPRAH: Rosie O'Donnell may be credited with rescuing daytime talk shows from the depths of tabloid hell, but Oprah Winfrey still reigns supreme when it comes to character and celebrity, according to People/Yankelovich POP Monitor Profiles, which tracks 1,000 top celebs.

Ms. O'Donnell and Ms. Winfrey were both nominated for Daytime Emmy Awards, but Rosie still can't win hearts as Oprah can. Consumers said they would much rather watch anything with Ms. Winfrey in it than anything featuring Ms. O'Donnell, as they better identify with and believe in Ms. Winfrey. Still, both rate higher than the average celebrity in terms of credibility and marketability.

Fellow nominee Kathie Lee Gifford is found to be believable but not so compelling that viewers would watch her over the average celeb. Possible reason: unlike Rosie or Oprah, Ms. Gifford may actually be suffering from her overexposure.

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