Furthering its efforts to attract a younger audience, “The Price Is Right” has signed Mike Richards as co-exec producer.
The move comes about a month after Roger Dobkowitz left his duties as producer of the venerable gameshow, produced by FremantleMedia North America, (Daily Variety, July 7). He had been attached to “Price” for 36 years.
Richards, who was also considered for the host position after Bob Barker retired in June 2007, is emcee of CW reality skein “Beauty and the Geek” and “Dailies,” a weekday program on ReelzChannel that covers the entertainment business. (Variety is a Reelz partner, providing news and analysis.)
“Price,” which is taping its 37th season, has been a consistent daytime player for CBS for decades but has seen its numbers diminish slightly since Drew Carey took over for Barker in October. Many other shows in the daypart have been experiencing ratings declines as well.
Trying to fill in primetime gaps due to the writers strike, “Price” performed admirably on Friday nights before having a more difficult time on Wednesdays during the May sweeps.
Aside from hosting duties, Richards has experience as a producer, including gameshow “Weakest Link” and “The Family Television Awards.”