Amazon Adds Talk Show to Its Offerings

Celebrities promoting their newest movie, book or album have a new stop on the talk-show circuit: Amazon.com.

The Internet megastore plans to announce today a weekly online talk show with host Bill Maher.

With "Amazon Fishbowl With Bill Maher," Amazon.com Inc. is trying to blend commerce with entertainment, much as Starbucks Corp. sells CDs and DVDs alongside coffee to position its brand as a lifestyle. In an e-commerce twist on movie and TV product placement, Amazon will place links to buy the works discussed during the show beside the program's display window.

"Two uber-trends are crashing into each other: Retail is trying to turn itself into entertainment at the same time that entertainment is trying to turn itself into retail," said David Card, senior analyst with Jupiter Research. "What's unique about the Internet as a medium is it's an opportunity to blend the retail experience, the entertainment experience and the discovery of new stuff. It's hard to do that on TV."

The Seattle-based e-tailer joins the crowd of Internet companies hearing Hollywood's siren song. Amazon hired experienced show business agents and producers to develop the half-hour show, and the company is creating a wholly owned subsidiary in Los Angeles to create more original programming.

The television industry has been cranking out hits and duds for decades, but on the Internet the recipe for a successful show is unknown. It's unclear whether Amazon will be able to persuade A-list celebrities to consistently appear on the show, or whether that will make much of a difference in attracting viewers.

An Amazon spokesman said the company was "setting a high bar" and trying to book the most renowned actors, directors, musicians and authors that would interest its customers.

Its first episode will feature author Stephen King, musician Rob Thomas, actress Toni Collette and writer Armistead Maupin.

"We're trying to let customers discover new artists, and artists discover new customers," said Kathy Savitt, an Amazon vice president.

Amazon will tape the pilot, sponsored by United Parcel Service Inc., at the Sundance Film Festival on Sunday, and make highlights available on-demand starting Tuesday, when King's latest book goes on sale.

King is eschewing the TV show circuit to promote "Cell," his new book about mobile phones triggering murderous rampages. He plans to make Amazon his only broadcast appearance, his publicist said.