Following in the footsteps of Gotham’s WCBS, KCBS Los Angeles has yanked frosh syndie yakker “Dr. Joy Browne” from its daytime lineup.
Filling its place at 10 a.m., starting next Monday, will be “The Price Is Right” in a move that returns the long-running gamer to its old ayem home.
The sked switch makes sense, considering that “Browne” (pulling a dismal 0.7/3 rating during February sweeps) has lost a whopping 79% of KCBS’ eyeballs since last year when the talker took over “Price’s” traditional timeslot.
And although “Price” at 3 p.m. significantly increased KCBS’ aud base over last year’s “The Howie Mandel Show,” it was routinely outperformed by other stations’ efforts, including KCOP’s back-to-back syndie strips “Forgive and Forget” and “Judge Joe Brown.”
While “Price” “helped us attract viewers in our afternoon schedule, we’ve learned that airing it at 10 a.m. is a Los Angeles tradition,” explained KCBS topper John Severino. “And changing that is the equivalent of removing hot dogs from the Dodger Stadium menu.”
Taking the place of “Price” will be recycled episodes of “Hollywood Squares” at 3 p.m. (original segs will continue airing at 7:30 p.m.), followed by the newly added “Inside Edition” at 3:30 p.m.
Grabbing a 5.0 rating nationally, “Edition” could prove to be the lead-in KCBS so desperately needs for its fledgling “Women to Women” newscast, which finished dead last in its time period in February.
All shows involved in the KCBS’ slate shakeup are produced by King World Prods.