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There's a new trend in TV: after-shows. A concept popularized by MTV's recap show after The Hills, many networks have followed suit with their own meta programming – a trend that lends itself to building the brands of the hosts, the actors and the show.
Exhibit A: What What Happens: Live with Andy Cohen. Cohen began as a development executive at Bravo, and transitioned into the host of WWHL after his blog turned into a web show turned into a semi-weekly TV special that aired following episodes of Project Runway and The Real Housewives. Now, Mr. Cohen will appear on Live six nights a week, making it the only reoccurring late-night show to air live. With all of that exposure, to a massive audience – and a memoir to be released in 2012 – we expect brands to use Cohen more.
Exhibit B: AMC's Walking Dead, the latest to spawn its own post-program, Talking Dead. The show is hosted by Chris Hardwick of Nerdist and G4's Web Soup and centers around the critically acclaimed zombie drama while maintaining a talk-show format. Rare in its reflection of a fictional program, Talking Dead premiered after its host show's first season, and has only aired a few episodes, making it uncertain whether it will have the same effect as Cohen’s WWHL.
WWHL has also aided in the rise of personalities from the The Real Housewives franchise. Live has also undoubtedly helped breed the army of Bravo partnerships darlings, which includes Bethenny Frankel (Skinny Girl Margaritas, Pampers, Diet.com), Heidi Klum (Volkswagen, Guitar Hero, New Balance), and Christian Siriano (Payless Shoesource, LG, Victoria's Secret).
Chelsea Handler's Chelsea Lately has birthed its own spinoff after-show, After Lately, now in its second season. The show acts as a behind-the-scenes look of the late-night talk program. Handler recently signed a $25 million contract with E! to stay on as a host and producer of both Lately shows. In addition to Handler’s brand success (Belvedere, JetBlue), the show has served as a springboard for others including Whitney Cummings (NBC’s Whitney), Ross Matthews (Jenny Craig, Celebrity Fit Club) and Heather McDonald (author, “You’ll Never Blue Ball in Hollywood Again).
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