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Marie Osmond
March 24, 2008

Marie Osmond had just finished her performance in the Dancing with the Stars Tour in Richmond, VA on Tuesday night when she rode for nearly two hours by car to the closest private airfield, boarding a private aircraft at around midnight.  Arriving in Las Vegas around 4:00 AM on Wednesday morning, with very little sleep after a long day and a bumpy ride, Marie was greeted plane-side by my business partner, Josh Raphaelson, John, her William Morris agent, and one of our hard working staff members who would serve as security and Marie’s personal aide for the next 24 hours.  

 

Late in the afternoon the previous day, our publicists notified the press gathered at the 2008 NATPE Convention that Program Partners would be making a major announcement in our suite at theHOTEL at 10:30 AM the following morning.  The press was made aware that the announcement involved a “major talent” for a project slated for a fall 2009 launch.  By 10:00 AM the suite was packed to capacity and, unbeknownst to the growing crowd, Marie was already in the suite, in private quarters, getting her hair and makeup ready.  Despite the grueling 24 preceding hours, Marie was in high spirits, great humor and ready for business.  Josh and I had a moment where we sort of looked at each other, scrunched our shoulders and smiled.  This was going to be a very special day.

 

At precisely 10:30 AM, Josh and I stepped before the gathered press and announced the exciting news.  Program Partners would be launching a first-run talk show for fall 2009 featuring none other than Marie Osmond.  People in the room were not only surprised at the news that had been such a well kept secret for days, they were noticeably delighted.  When Marie stepped into the room, the cameras were flashing, the ET cameras were rolling and Marie did what she does best – she was herself.  

 

There have been few television shows in memory that  have started out with such an established, well known, well liked and  successful “brand” as Marie Osmond.  Having literally grown up in front  of the camera, Marie eases into this role as if her whole life has led up to this very moment.  When people left the room that day, after the interviews were done and the cameras stopped flashing, it was exceedingly clear that here was a woman who possessed every conceivable attribute necessary for great success in the talk format.

 

We knew going into the convention that we had something pretty special but there were a few things we didn’t know.  For example, Marie’s polling data is off the charts.  In terms of “likeability”, she beats Oprah, Ellen and Dr. Phil.  Her “awareness” among the viewing public is incredibly high.  And the attributes most often associated with her include things like Approachable, Attractive, Charming, Classy, Compassionate, Confident, Down-to-earth, Funny, Intelligent, Interesting, Sincere, Talented, Trustworthy, Warm and Experienced.  This is clearly the stuff that makes for really great television.  

 

Did I say, experienced?  I’m not sure there has ever been a talk show talent as experienced and ready as Marie Osmond.  First of all, she has actually done it before.  Ask anyone who has ever been associated with a talk show and they’ll tell you that it is intense, hard work, emotionally demanding, professionally challenging with very long hours.  It’s difficult enough to find a talent that wants to do it much less one who has the strong work ethic and experience to get it done.  Marie is as prepared and ready as one can possibly be.

 

Her recent appearances on “Dancing with the Stars” and “Oprah” were record topping.   In fact, “Dancing with the Stars” with Marie was the most watched run of the series to date and her appearance on Oprah this past November was the highest rated Oprah episode of the season.

 

Marie is a phenomenally successful entrepreneur in a domain that she really loves – doll making.  She is also a dedicated philanthropist, working hard every year raising money for the “Children’s Miracle Network” providing much needed funds to hospitals in literally every state in the country and every province in Canada.  But there’s more.

 

Marie has been divorced twice; she’s had a very public bout of post-partum depression as reveled in her New York Times best seller; she is the mother of eight (that’s right, eight) children; she’s a single, working mother; she walked through the illness and death of her beloved mother, at her mother’s side the whole time and, she has recently dealt with one of her children going through Rehab for drug addiction.  In short, I like to call Marie a “Person in Full”.  Is there an experience among these that viewers in daytime won’t readily identify with?  And most striking are her authenticity and willingness to share her experience with others in a way that can actually make a difference.

 

Oh, and did I mention that she’s really hilarious and can sing?

 

Okay, okay.  I know I’m excited.  But for good reason; “Marie” is simply one of those rare shows that is being greeted with excitement and enthusiasm by literally everyone who hears about it.  Stations, Groups, Reps, Advertisers, Viewers – Everyone.  

 

 Later on that same Wednesday of NATPE, Marie returned to the Las Vegas airport and boarded that same plane and headed back to the east coast to meet back up with the “Dancing with the Stars Tour”.  One more time, Josh and I had a moment where we looked at each other, scrunched our shoulders and smiled.  This was indeed one very special day.

 

 

Ritch Colbert

Principal

Program Partners

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