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Inside Move: Maxim eyes ‘Hotties’ competish

Mag talking to nets, producers about TV version

Maxim is hoping to bring its hunt for “Hometown Hotties” to the small screen.

Manly mag is in the middle of a 10-week competish in which amateur female models from across the country compete online for a shot at a Maxim photo spread. One hundred pics are posted at the mag’s Web site each week, with readers then given the chance to decide the 10 most attractive.

Response to contest from Maxim readers has been impressive, with Web site traffic nearly doubling since the competish began, according to Andy Clerk, the mag’s GM.

Now, after several reality producers expressed an interest, Maxim is looking to turn the hottie hunt into a primetime spec targeted for fall. William Morris Consulting, which reps Maxim, will be talking to nets and producers about the idea over the next month.

There’s definitely an aud for unconventional beauty pageants: Producer Mike Fleiss scored big ratings for the debut of his ABC skein “Are You Hot?” (though the skein ultimately lost Nielsen steam, due in part to a glut of reality shows on the Alphabet and advertiser resistance.)

Clerk, however, isn’t looking to clone “Are You Hot?”

“We want to produce a program that has more resonance and utilizes the Maxim sense of humor,” he said. “This is going to be more akin to an ‘American Idol’-type show.”

WMA Counsulting senior veepee John Mass said that since the competish is already under way, project would likely start out as a primetime spec focusing on the top 100 or 10 finalists. After that, however, Maxim is open to the idea of a weekly reality skein chronicling next year’s hottie roundup.

“It has the potential to become a perennial event,” Mass said.

NBC is already in business with Maxim. Net will air a primetime spec saluting the members of the mag’s annual Hot 100 class of celeb women.

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