January 24, 2006 -- BUSY Tyra Banks will be back for a second sea son of her daytime talk show, syndicator Warner Bros. Domestic Television Distribution announced yesterday.
The announcement — sprung in Las Vegas on the eve of the star-studded, annual TV programming marketplace beginning today and sponsored by NATPE, the National Association of Television Program Executives — ends weeks of speculation about the first-year talk show's future.
"Tyra has done exactly what we said she would do — create a fresh, advertiser-friendly format that would bring young women back to broadcast [TV] in daytime," said Warner Bros. executive vice president Jim Paratore.
Indeed, Banks has become something of a TV powerhouse in the business of attracting young female viewers via her self-named daytime talk show (airing weekdays at 5 p.m. on UPN/9) and, separately, "America's Next Top Model," which starts its sixth cycle Wednesday, March 8, on UPN.
Though her daytime show is averaging only a 1.6 household rating, according to Nielsen, since its premiere last September, the show leads last fall's other new daytime talk show — Martha Stewart's "Martha" — in the young, female demos advertisers crave — 18-34 and 18-49.
Specifically, Warner said "The Tyra Banks Show," produced by Warner subsidiary Telepictures Productions, has been renewed by stations "representing more than 60 percent of the country" — enough coverage, apparently, to earn a second season.