Daytimer makes switch to field work
As a young producer, Amy Rosenblum once stood up during a flight and asked who was interested in guesting on her show, a move she acknowledges would get her arrested today.
But taking chances comes as second nature to Rosenblum. This is the woman who has exec produced “Maury” since 1998 and with whom Universal Domestic Television has entrusted its new syndie baby, “Home Delivery.”
“I am the grandmother of the studio,” says Rosenblum.
“Home Delivery,” lifestyle makeover series described as “Dr. Phil” meets “Trading Spaces” will be entirely taped from the field, a reversal from what Rosenblum handles each day on studio-based “Maury.”
It’s a new challenge, one that Rosenblum relishes.
“Amy is one of the best daytime producers out there,” says Lisa Hackner, UDT’s executive vice president of programming and development. “We approached her to compete in a highly competitive daypart.”
Hackner feels like “Home Delivery” is the evolution of daytime talk, leaving the studio and “going to the doorsteps of people.”
Produced jointly by UDT and Tribune Entertainment, strip has cleared 75% of the country.
Syndie lifer Rosenblum began her career interning on a local talkshow as a senior in college. Subsequent gigs included stints at “Good Morning America” and CBS News. Rosenblum first mastered ” the get” while working at “CBS This Morning,” trying to keep up with “Today” and “Good Morning America.”
“I took it so seriously and in the old days would do anything,” she recalls.
Longtime friend and colleague Stuart Krasnow, who has moved on to exec produce “Average Joe,” remembers that day on the plane. “Today, she would be tackled,” he says. “But Amy always thinks of ways to get the story.”
“CBS This Morning” wound end up with some of the first interviews with the hostages of TWA Flight 847 in 1985 thanks to more of Rosenblum’s fast thinking. On the tarmac in Frankfurt, Germany, she offered to hold purses of wives greeting their newly released husbands, knowing that they would have to return and talk to her.
“To go after guests and develop an hour, you really have to care about people,” she says about switching to daytime. “It’s not about screaming and yelling.
“These are my people. People make fun of me because they still send me birthday cards.”
This attachment and audience awareness and has helped Rosenblum keep “Maury” on top with the younger demos. It leads among women 18-24; in women 18-34, it’s second only to “Oprah.”
“You don’t have to be a teenager to attract the teens,” says Rosenblum, who credits her team and talker’s eponymous host for its continuing success. “Maury (Povich) understands. He has a popularity range that goes so far.”
As her “Maury” responsibilities wind down in the spring, Rosenblum will put on her “Home Delivery” uniform to prep for her next creative challenge: the show’s fall launch. A makeover show that will catalyze physical and emotional transformations, Rosenblum describes it as “Queer Eye” meets “Queen for a Day.”
“One main force that I want is the storytelling. It’s not just about a makeover, it’s about caring about people,” she emphasizes. “You can go anyplace to see a makeover.”