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Martha Talks "Martha"
Martha Stewart is cooking up some serious interest in her new television show.
Taking a court-approved break from her ongoing house arrest, the guru of good things hit the stage in New York Monday to hype her new syndicated daytime lifestyle show, Martha, to media buyers and television execs.
At one point, the coy Stewart, perched on a stool, reached for her leg and said, "There's something under here that I'm not going to show."
Instead of offering up a peak at her electronic-monitoring anklet, Stewart showed off her "lucky" gold clogs--and sneaks of her forthcoming syndicated televsion reentry.
Stewart also worked the crowd with a sly reference to her probation officer's probe into whether she has been violating the terms of her sentence by attending parties that were not business-related.
"Whoever is watching me knows exactly where I am. This is an approved event."
Flanking Stewart at the sanctioned press conference was producer Mark Burnett, who is shepherding both Martha and Stewart's other major post-prison TV offering, The Apprentice: Martha Stewart. Both projects will air on NBC affiliates, with the former bowing Sept. 12. Martha has already been picked up in 92 percent of the country's TV markets, where it will compete in the tough daytime marketplace dominated by Oprah Winfrey and Ellen DeGeneres--likely in the slot left open by Jane Pauley, whose own syndicated show was quickly canceled last year.
Martha will differ from Stewart's previous televesion foray, Martha Stewart Living. The new show will cover a variety of topics inside and outside a studio setting--featuring celebrity interviews, "entertaining" field pieces and how-to's in front of a live audience at Chelsea Studios in Manhattan.
"We are excited about taking a new approach with this series by including a live, participatory audience and guests who will surprise us with their homemaking skills," Stewart said.
Martha also aims to show a kinder, gentler Stewart.
"There is a hope on the part of Mark Burnett, my executive producer, that my sense of humor will come out a little bit more," Stewart said.
Burnett said his 63-year-old star "remains one of the most relevant and dynamic personalities of our time and we believe that television audiences will connect with her enthusiasm and passion as well as her great sense of humor."
The style diva teased execs with a taped segment showing Stewart making a surprise home visit to a woman's house to help her in the kitchen.
"How would you feel if I came to your house?" Stewart asked. "Are you prepared?"
Come this fall, we'll find out.
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