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'The Insider' joins forces with YahooOmg

The new show 'omg!Insider,' hopes to appeal to a younger, Web-savvy audience with its ability to break stories and its personality-driven discussions of the day's hottest topics on TV.

January 07, 2013|By Dawn C. Chmielewski, Los Angeles Times
  • Show co-hosts Kevin Frazier and Thea Andrews get some direction during a Studio City taping of “omg!Insider,” a partnership between the Hollywood newsmagazine show “The Insider” and YahooOmg.
Show co-hosts Kevin Frazier and Thea Andrews get some direction during… (Arkasha Stevenson / Los…)

The TV newsmagazine "The Insider" was created nearly a decade ago on the premise that viewers couldn't get enough behind-the-scenes looks at television and film stars.

That's still true, but these days, celebrity watchers don't need to turn on the TV to get their fix. Fans are awash in Hollywood gossip thanks to social media and the Internet. And in a connected world where reality star Kim Kardashian turned to her own blog to share news of her pregnancy, pop culture no longer waits for an evening TV time slot. So, "The Insider" is turning itself inside out, adopting a new look and approach, in hopes of becoming a more relevant voice in the conversation.

"How do we create a relationship with the audience that is truly part of their social network? That's a puzzle we solve for ourselves every single day," said executive producer Brad Bessey. "We want to be more conversational and not take ourselves so seriously."

Show’s name: The headline on an earlier online version of this article incorrectly gave the name of the show “omg!Insider” as “omg!Inside.”

Beginning Monday, the television show relaunches in partnership with the Internet's leading entertainment news destination, YahooOmg. Now called "omg!Insider," the new Web/TV collaboration will take advantage of the digital media giant's broad online reach to break stories and offer a lighthearted, personality-driven discussion of the day's hottest topics on TV.

The CBS syndicated show seeks to find a middle ground between the suit-and-tie seriousness of "Entertainment Tonight" and the over-the-cubicle banter informality of TMZ. Its anchors and correspondents adopt a more playful tone as they share their opinions about the day's news with viewers who already know the day's pop culture developments. "We're putting on a show where we assume, like ESPN 'SportsCenter,' that you know scores and you know the standings," said Joe Ferullo, senior vice president of programming and development for CBS Television Distribution. "We're going to talk about what it means."

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In a run-through of the new show late last week on the CBS lot in Studio City, anchors Kevin Frazier and Thea Andrews sat at a desk positioned at the center of the "omg!Insider" newsroom, ringed by television and Web reporters working at their computers in the background. "We're doing a show in the middle of celebrity news and information, which is always swirling around us," said Bessey. "We put a set in the middle of the newsroom [to illustrate] we're stopping now to do the show with you."

Frazier, a former "Entertainment Tonight" anchor who has hosted "The Insider" since 2011, stares into the camera and playfully proclaims 2013 "the year of procreation," with Kardashian, actress Jessica Simpson and the of Cambridge (the former Kate Middleton) all announcing pregnancies in recent weeks. Andrews, recently a weekend host for "Entertainment Tonight," marvels at how Middleton looks "flawless" as she emerged from King Edward VII Hospital in London, where she had been treated for morning sickness.

"By the way, there is talk of them finding a place outside of London to get away from prying eyes," confided Frazier, who noted that news of the impending royal birth became a worldwide trending topic on Twitter.

Kristen Aldridge, host of Yahoo's celebrity Web show, "omg! Now," joined the program's hosts to pronounce — in Frazier's words — "who's winning the battle of the baby bump online."

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"Kate Middleton was No. 1, with 69% — but get this," Aldridge said of a recent Yahoo poll. "Right after Kim announced her pregnancy, searches on Yahoo were off the charts. They spiked over 100,000%. So that means Kim was searched more than six times that of Kate."

Comedian Michael Yo, who appeared on the E program "Chelsea Lately" and on "The Yo Show" on Yahoo, joined Frazier and Andrews for a segment titled "What Were They Thinking?" Yo offered a lineup of fashion faux pas that included designer Marc Jacobs' sheer black lace dress worn at a 2012 Met Gala — with white Brooks Brothers boxers underneath.

"This man is a visionary designer," Yo said. "The problem is: He must have double-vision."

"Say what you will about this dress," Andrews retorted. "It did sell out at Barneys."

This blend of insider knowledge and social-media references appears calculated to appeal to a younger generation of viewers, who remain connected throughout the day via Facebook and Twitter. That's a group "omg!Insider" needs: The median age of "The Insider's" viewers this season is nearly 56, well outside the 18-to-49 demographic advertisers most hope to reach.

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