‘The View’ Begins New Round of Changes but Remains Valuable for Advertisers
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It’s the start of a new era for “The View.” The talk show shot its first episode sans Elisabeth Hasselbeck on Thursday, just two days after she announced her resignation to join the Fox News morning show “Fox & Friends.”
Ms. Hasselbeck’s departure is the first of several on-camera shuffles for “The View” that will occur over the next year, with Joy Behar exiting next month and Barbara Walters retiring in 2014. But even after so many famous faces exit, “The View” should remain valuable for ABC and advertisers, media experts said.
“‘The View’ is a top pick when it comes to reaching women 25-to-54,” said Marc Morse, senior VP-national broadcast at RJ Palmer. “It’s a good environment and has a loyal audience. Daytime TV is very affordable and realistically priced versus other day parts. It is an efficient way to reach women. It may not be the sexiest day part, but it keeps on giving solid numbers.”
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