With her blessing, Martha Stewart will be skewered in new TV show
Published 5:00 am Monday, August 11, 2008
LOS ANGELES — Can Martha Stewart take a pie in the face — even one she baked herself? Fine Living Network is about to find out.
On Sept. 16, Fine Living will unveil a new original comedy series built around a provocative premise: mocking Stewart. For a half-hour, two hosts will critique — in “candid and often acerbic” language, according to the channel — old clips from her 1990s cooking and craft show. Fine Living, part of the E.W. Scripps Co., calls the series “Whatever, Martha!”
For Fine Living, a fast-growing but small channel available in about 50 million homes, the endeavor comes with a built-in punch line that doubles as an insurance policy. The co-hosts of “Whatever, Martha!” are Stewart’s daughter, Alexis Stewart, and Jennifer Koppelman Hutt, who is the daughter of the chairman of Martha Stewart Living Omnimedia, Charles Koppelman.
Martha Stewart is not widely known for her sense of humor. But she is in on this particular joke. In fact, she created it, dreaming up the premise after watching reruns of “Mystery Science Theater 3000” during a sleepless night. That series, produced from 1988 to 1999, delivered sarcastic commentary about old horror movies and blossomed into a cable cult hit.
“They promised not to be mean, and I had to trust them,” Stewart said in an interview. “I’m not going to have a heart attack.”
The same may not be true for her publicist, Sheila Feren, who is responsible for protecting Stewart’s public image. During the preparation of this article, Feren repeatedly said, “Oh, my God. Please tell me this is not happening.”
Alexis Stewart said in an interview that the sometimes harsh opinions — nothing is off-limits, including her mother’s clothes, fastidiousness and habit of mixing sexual innuendo with her household hints — are simply the truth.
“She would say it herself,” she said, “given a drink or two.”
That’s debatable, Martha Stewart said. “I take what I do very seriously, and I think there is a lesson to be learned in every segment. But contrary to popular opinion, I do have a sense of humor.”
The laughs flow easily because of carefully selected clips from the old syndicated show. “Knitting with Children” is the name of one segment. “Painting the Porch” is a favorite of Alexis Stewart’s: In it, her mother wears a “hideous” outfit. “Collecting Twine,” in the words of Koppelman Hutt, is “an absolute hoot.”
More is at stake with “Whatever, Martha!” than a bruised ego. Martha Stewart, above all a shrewd judge of her audience, hopes that allowing herself to be roasted will woo a new generation of younger fans: people interested in household advice but who might find her meticulousness comical.
“I think that 20-somethings and 30-somethings will watch this show, and laugh along but still come away learning something,” Martha Stewart said.
And what if her core audience members don’t find it funny? “My die-hard fans might get upset,” Martha Stewart said. “If they do, then they just shouldn’t watch it.”
Chad Youngblood, the general manager of Fine Living, said part of his interest in “Whatever, Martha!” came from the dated aspect of the source material.
“It’s interesting to look back eight years and see what was important,” he said. “It’s a different world now. We just don’t make felt hats the way we used to.”