Three stars find a place in the daytime talk-show world

By SAMANTHA ETTUS
Scripps Howard News Service
16-DEC-04

Despite being the most heavily promoted and eagerly anticipated new talk show of the season, "The Jane Pauley Show" landed with a thud. Meanwhile, Ellen DeGeneres' star continues to rise and Tony Danza looks poised to survive and thrive in the competitive landscape of daytime talk.

This week we take a look at celebrity-driven talk shows. Let's examine how Danza, Pauley and DeGeneres manage their personal brands, and how their decisions affect their shows.

Tony Danza

Since the demise of "Who's the Boss?," Danza has flown under the radar with various projects of modest success. Yet it looks like his big personality has finally found a home in his new self-titled talk show. Danza's excitement about his return to the small screen is evident in his boundless energy, and his infectious enthusiasm makes us root for his success. The content is pure Danza _ his passion for food is reflected in countless guest-chef segments _ and by staying true to his personality Danza comes off as genuine and approachable.

His sidekick, "Apprentice" alum Ereka Vetrini, is a nice complement, and their chemistry is evident. Danza kids with her about their respective Italian families, and she laughs at his jokes at all the right times. In short, Danza is the kind of personality America likes: affable, fun, honest and consistent.

Tony Danza's brand A$$$$ets

Jane Pauley

Pauley seemed poised for an enormous comeback this year. After a lengthy hiatus from the public eye, her TV show and her new book detailing her winning battle against depression were coordinated to hit living rooms and bookstores at the same time.

Unfortunately, this new Pauley seems tired and overly serious, a tone that doesn't traditionally sit well with the talk-show set. Predictably, "The Jane Pauley Show" has been uniformly panned by critics as boring, stiff and, ironically, depressing. The topics have been downers and otherwise vibrant guests seem to adopt her sullen demeanor.

Though Pauley must share responsibility for the show's subpar performance, she is not entirely to blame. The transition from newscaster to talk-show host is dramatic, and Pauley and her executives clearly underestimated the learning curve. The rehearsed demeanor she acquired while piloting "Today" and "Dateline" has prevented her from connecting with her guests and audience on a personal level, a fatal flaw for any talk-show host.

Though it looks as if Pauley has failed in her bid to become "the next Oprah," we bet this seasoned pro will learn from her mistakes and, with a greater understanding of the need to adapt, will meet with renewed success in her next venture.

Jane Pauley's brand A$$$ets

Ellen DeGeneres

DeGeneres had huge shoes to fill and did not disappoint. In her first year at the helm of "The Ellen DeGeneres Show," she took home the Emmy for Outstanding Daytime Talk Show, affirming her popularity with fans and critics alike. The show is a spotless window into her personality _ self-deprecating, confident, goofy and serious. She shifts seamlessly from comedian to interviewer, entertaining her guests as well as her live audience.

Her style is genuine and fulfills the daytime-TV gap left empty by Rosie O'Donnell's departure. As an openly gay entertainer, DeGeneres has the full freedom to be herself, and her sexuality is a non-issue. She is funny and disarming and immediately puts her guests and audience at ease. The daytime wars are brutal, but DeGeneres has succeeded without belittling her competition, preferring instead to poke fun at herself.

Ellen DeGeneres' brand A$$$$ets

Remember: The most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus is the author of "The Experts' Guide to 100 Things Everyone Should Know How To Do" (Random House). Contact her at Samantha(at)celebrityassets.com.)

(Distributed by Scripps Howard News Service, http://www.shns.com)