NBC Universal Domestic TV has given a full-season pickup to its syndie skein “Starting Over.”
Daily relationship series, which began its second season last month, has added 22% more households during the first three weeks of the 2004-05 season, 11% more women 18-34 and 29% more in two other femme categories: 18-49 and 25-54.
For its second season, “Starting Over” has moved its production location from Chicago to Los Angeles and has added motivational speaker Iyanla Vanzant as a life coach on the show with the returning Rhonda Britten. Dr. Stan J. Katz has joined as consulting psychologist.
Bunim-Murray Prods. also brought in Millee Taggart-Ratcliffe as executive producer and Francesca James as consulting producer.
“Starting Over” is far from a syndicated hit, averaging only a 1.1 Nielsen household rating season to date (Sept. 13 to Oct. 3). But 49.7% of the show’s viewers are women 18-49: “Starting Over” draws a higher concentration of that Madison Avenue-friendly demo than any other daytime strip, network or syndicated.
In the show, six women ranging in age from 18 to mid-40s get together in a house for from six to 12 weeks and hash over problems ranging from an unplanned pregnancy to unrequited love.