I’ve said it before, but I love TV and I have loved The Price Is Right (TPIR for short) forever!  Some of my colleagues may moan or shake their heads in disbelief, but I don’t care!  It might be the marketing man in me, but there’s something about this show that has always grabbed me.

TPIR is the longest running daytime television game show in the United States.  It had the longest host of the longest running game show: Bob Barker – the ultimate game show host.  He was simply the best!!!   As you probably knew, Bob retired in 2007 replaced by comedian Drew Carey.  But did you know that Bob Barker was host for 35 years, was 83 when he retired and had hosted 6,586 episodes?   Watta a guy!  Watta a performer!  Watta brand!  You always knew that he was rooting for his contestants and was doing it in a way that expressed his class and with that aplomb that only Bob Barker could pull off!

This kind of longevity and success doesn’t happen by accident.  It happens by being true to your brand!  (I’m posting some good links below that explore Bob Barker as host.)   

When I heard about “Drew-the-glasses-Carey” of Drew Carey Show fame taking Bob’s place I was a little skeptical.  But boy was I wrong!  Where Bob was a man of class rooting for his contestants, Drew Cary is the contemporary blue collar everyman who not only roots for his contestants, but also gets caught up in the excitement by accepting the hugs, kisses and compliments bestowed on him by TPIR winners!

At the same time, Drew has learned to respect what his role is on the show.  The host isn’t the show.  He’s not what people are tuning in to see, but it doesn’t hurt that he is totally involved in their success.   He’s literally a host and a host is someone who puts his guests ahead of himself. 
Barker was perfect for the job and he was also very wise.  This wisdom was never more obvious than with the advice he gave Carey: “Don’t imitate me and don’t imitate anyone else.”  That is, Carey has to be his own brand.  So there’s going to be more comedy and certainly the show will not be as suavely hosted.  But there will be strengths and great, brand-building surprises there too that will make TPIR even stronger!!!

So far it’s looking good for Carey who took over in October.  He’s gotten some criticism, but mostly strong reviews.  Though the show is 9% down in the ratings since he took over, it looks like it’s staging a comeback.  Drew’s doing a great job and making his brand work for TPIR will pay off!
Remember, it’s always easier when you keep branding in mind!

Here are those links:

http://www.foxnews.com/wires/2007Jul23/0,4670,TVPriceCarey,00.html
http://www.tv.com/gameshows/the-price-is-right-bob-barker-or-drew-carey/topic/88819-940693/msgs.html
http://www.washingtonpost.com/wp-dyn/content/article/2007/10/15/AR2007101500778.html
- http://www.nytimes.com/2008/02/17/arts/television/17rhodes.html
http://princesimon.wordpress.com/2007/10/15/drew-carey-is-no-bob-barker/
http://www.film.com/tv/story/drew-carey-no-bob-barker/17214727 
http://hollywoodinsider.ew.com/2008/03/carey-versus-ba.html