‘Wendy Williams’ will go nationwide

The Fox TV Stations group will roll out yakker “The Wendy Williams Show” nationally in mid-2009 after a successful trial run on outlets in New York, Los Angeles, Dallas and Detroit.

The daily syndie one-hour, produced and distributed by Debmar-Mercury, is hosted by the eponymous New York radio personality. Distribution on the Fox stations yields clearance levels of about 37% for Debmar-Mercury.

Premiering July 15 on the four selected Fox stations, “Wendy Williams” boosted key time period ratings significantly over comparable May sweeps performances. Average viewership was up 80% in the target demo of women 25-54, for example, and 200% among femmes 18-34.

Fox stations have used the trial rollout strategy numerous times in the past, primarily with programming distributed by sibling Twentieth Television. Ordering 30 episodes of “Wendy Williams” and airing it on a cross-section of stations allowed the group to test the waters on an expensive national launch before committing millions of dollars on a 52-week order.

Broadcast live from New York, skein features Williams’ commentary on celebrity gossip and news events, interviews, and fashion and advice segments.

Rob Dauber (”The Oprah Winfrey Show,” “The Rosie O’Donnell Show”) is the executive producer.

(source)