The hour-long entertainment talk series will try to capitalize on the success of Vibe magazine, founded by Quincy Jones.
The program will vie with "The Keenen Ivory Wayans Show" from Buena Vista Television and the forthcoming Magic Johnson show from Twentieth Television for a young-adult late-night audience that's been up for grabs since Paramount Domestic Television's "The Arsenio Hall Show" went off the air in 1994.
"In the last month there has been a lot of movement in the late fringe area," says Tim Duncan, executive director of the Advertiser Syndicated Television Association.
"A lot of people are looking at this as a real opportunity," Mr. Duncan says.
"There is an underserved young adult audience in the late-night television arena and this series will be targeted to attract these viewers with a sophisticated and stylish point of view," says Barry Thurston, president of Columbia/TriStar Television.
Previous media successes with the Quincy Jones and David Salzman team make "Vibe" the heavy contender-particularly when Vibe already has a loyal following.
As of late last month, the show was cleared in more than 95% of the country.
KELLISON ON BOARD
In addition, in late April Daniel Kellison was named executive producer of the new series. Mr. Kellison most recently won an Emmy for overseeing the launch of "The Rosie O'Donnell Show," late season's hot entry into syndication.
Advertisers this upfront season are anticipating that "Vibe" will carry its success from print to TV.
"Late fringe is a very difficult time period. There's a pretty high failure rate" in that time slot, says Bill Cella, exec VP-broadcast and programming for McCann-Erickson Worldwide, New York.
"I think 'Vibe' is very interesting. It's going to have a good ethnic skew, and it has a great host. But I also think Wayans is dedicated to making a very