Inside Move: Stars swept off 'Millionaire'

Peacock, Eye just say no to ABC during sweeps

By JOSEF ADALIAN, MICHAEL SCHNEIDER

He may play the president on "The West Wing," but Martin Sheen won't be playing for charity on next month's celebrity edition of "Who Wants to Be a Millionaire."

In fact, don't expect to see many non-ABC television stars playing with Regis Philbin. The competing Big Three webs have decided it's foolish to help the Alphabet during a crucial sweeps period.

Sheen, for example, had tentatively agreed to appear on the ABC quizzer but backed down after NBC execs gently suggested it wouldn't be such a good idea for a Peacock personality to lend his star power to a competing network series during the key ratings frame. Ditto "Late Night" host Conan O'Brien, a Harvard grad who might be expected to clean up on "Millionaire."

NBC's not alone in wanting to keep its stars off "Millionaire." Several CBS celebs also were solicited to play the quizzer, and the Eye sent its talent the same message: Don't help the enemy. During the first celeb "Millionaire" last May, "Everybody Loves Raymond" star Ray Romano was one of the highlights of the multinight event.

CBS and NBC sources stress that they're not issuing a blanket prohibition against "Millionaire" visits.

"We would just prefer that our talent not compete against us during a sweeps month," an NBC spokesman said. A CBS rep declined comment, as did an ABC spokesman.