At a time when celebrity gossip gets the same amount of media coverage as the us election, it’s no wonder E! has made a more aggressive play into celebrity programming over the past year – each of its three biggest new shows focus on pop culture figures with household (or, water cooler-worthy) names. Denise Richards: It’s Complicated, a Ryan Seacrest Productions series that follows the divorced mom and actress, and the Bunim/Murray-produced Living Lohan, about Lindsay Lohan’s mom Dina, premiered in May. They’ve recently been joined by Pam: Girl on the Loose, a World of Wonder Productions series that delves into the larger-than-life existence of actress Pamela Anderson. ‘There’s always a fascination with the inside view of celebrity,’ says Lisa Berger, EVP of original programming and series development at E!. ‘We’re always targeting interesting people and celebrities that we think are in the zeitgeist.’
Berger stresses that, unlike the trend with several other reality shows, E! doesn’t force storylines. There are themes to the storylines in its shows, ‘but it’s not like we’re scripting beat to beat,’ says Berger. ‘Our shows are really organic and aren’t boarded out so tightly.’ Viewers should appreciate this approach – it’s a nice change from reality show fare that feels more scripted than your average soap opera.
Where it airs: E! content is available on new media platforms including online, broadband video, wireless, satellite radio and VOD in the US
How many people it airs to: available to nearly 94 million cable and direct broadcast satellite subscribers in the US
Hours on air: 24/7
Non-fiction programmer: Lisa Berger, EVP of original programming and series development
Where to send pitches: Leela Roof, manager of development
Shows to watch for this fall: The return of Snoop Dogg’s Father Hood, Girls Next Door, Dr. 90210