*With “The Real” debuting strong in its targeted 18-34 demo, “Wendy Williams” already No. 1 in the demo and Tyra Banks’ Disney-syndicated talker “The F-A-B” looking to compete in the demo beginning in 2015, the morning show that started originated the female panel/hot topic format is now looking for a Millennial to join its panel. And guess who isn’t happy about it?
On “The View” Monday, Rosie O’Donnell, 52, railed against producers’ plans to target the all-important younger demo by searching for a younger, 5th co-host (only Millennials need apply), and adding “flash sales” to the program.
“I didn’t know we were doing that. That makes us like the home shopping club, what is that?” asked Rosie after co-host Whoopi Goldberg, 58, made the announcement Tuesday.
This season, “The View” – also featuring co-hosts Nicolle Wallace, 42, and Rosie Perez, 50 – has an audience leaning more toward AARP status. According to Nielsen ratings, it’s being hammered in the 18-to-34 demo by both “The Wendy Williams Show” (in first place) and “The Real” (in second).
“ABC is really concerned about how poorly ‘The View’ is performing with younger audiences. They never thought ‘The Real’ would beat them out in key demographics and now they have to do something to make the show more youthful, which is hard when the average age of your co-host is 50,” a source at the network told MailOnline.
A popular trend with younger TV viewers on all talk shows is the flash sale segment, offering exclusive bargains to viewers. “The Wendy Williams Show,” “The Talk” and “Good Morning America” all regularly do segments where they announce on TV that the audience can buy an item at a super low price from the show’s website for a limited time.
“The View” did a version of this segment last summer that was popular with viewers. “Whoopi announced Monday that they would be doing the segment next Monday, dubbing it the “Must-Have Flash Sale.”
After Rosie compared it to the “home shopping club,” Whoopi explained: “It’s something that allows us to keep changing our set.”
Rosie responded: “I didn’t enjoy those, but maybe it’s just me. Keep going.”
At the end of the show in the production meeting, MailOnline reported that O’Donnell “went nuclear.”
“Why didn’t someone tell me about this segment? Who in the hell approved that concept? …I hated it on the previous version of the show. I won’t stand for this crap,” she reportedly yelled at producers.
The executive producer attempted to explain that the concept does well in other shows and younger viewers love it. But that got her more upset.
“Don’t give me that bull***t,” she screamed. “Stop trying to change this show to get younger viewers. This is not what I signed up for.”
According to MailOnline, ABC has already started its search for a 5th co-host, a younger personality under 35 who has a strong social media following and a definitive voice.
A new set (pictured above) was also revealed Monday after research showed that younger viewers liked the pops of color more than the previous neutral colors (pictured below).