'ROSIE' TO DO IN-SHOW CHAT VIA AOL: 'INTERACTIVE MONDAYS' TO DEBUT OCT. 20; WARNER SELLING BANNER ADS

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In one of the most elaborate marriages thus far between broadcast TV and cyberspace, Warner Bros.' "The Rosie O'Donnell Show" and America Online are joining forces so AOL subscribers can chat with Ms. O'Donnell live while she's on the air.

Ms. O'Donnell's weekday TV program is the hottest talk show in the syndicated marketplace, and she has a popular site on AOL. The pairing of her show and her site is being dubbed Interactive Mondays, and will debut Oct. 20.

INTERACTIVE MONDAYS

On Mondays, Ms. O'Donnell will have a laptop computer on her desk during the show, which is seen live in a number of East Coast markets. One of the writers of the program will participate in a live chat area, and during commercial breaks will feed questions and comments from the chat room to Ms. O'Donnell to either talk about herself or with her guests.

AOL is rolling out its new 4.0 operating system, which will enable chat areas to run banner ads, and Warner Bros. Online will sell sponsorships to the live chat area for the O'Donnell show, said Jim Moloshok, senior VP for Warner Bros. Online.

"After we're up and running a few weeks, we hope to have David Angelista, who does Rosie's hair for the show, sitting in the green room with a laptop and in a chat area telling everyone what's going on behind the scenes during the show," said Liz Sherman, director of programming and development for Warner Bros. Online. "David will be talking about things that are live but aren't happening on-camera."

CUTIE PATOOTIE TIPS

He said Interactive Mondays is part of a revamp of the Rosie O'Donnell site on AOL, which will include a number of new features. One of those will be Rosie's Cutie Patootie Parenting Tips, to possibly be sponsored by a single advertiser, Mr. Moloshok said.

Marketers already on board for banner ads for the revamped site include AT&T Corp., Eddie Bauer, Lands' End, Intel Corp., Microsoft Corp. and Web sites

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