KCBS Buys ‘Judge Judy’ as Lead-In to News

The thunder is rolling. Judgment day is coming.

And not a moment too soon for KCBS Channel 2.

Station executives are hoping that ratings lightning will strike with the addition today of “Judge Judy.” The hit syndicated courtroom show, which has aired locally on KCAL Channel 9 since its debut four years ago, will join the KCBS lineup at 4 p.m. as a lead-in to the station’s struggling news block.

Despite numerous format, reporter and anchor changes through the years, KCBS has traditionally trailed its news rivals at KABC and KNBC in the afternoon and evening. But John Severino, the station’s president and general manager, said “Judge Judy” will be pivotal in reversing the fortunes of KCBS’ late afternoon-early evening news block.

“ ‘Judge Judy’ is the key,” Severino said during a reception last week for the show and its star, Judge Judy Sheindlin. “She’s got that unique personality that plays fantastic all across the board.’

The series, in which the often acerbic judge berates defendants and plaintiffs, is consistently among the top syndicated shows nationally in households and in the 18- to 49-year-old demographic valued by advertisers.

In addition to attracting loyal “Judge Judy” fans, Severino is positioning the show as a platform to cross-promote the 11 p.m. newscast and other local programming, including the low-rated “Women2Women” series that it is replacing. That show, which was originally designed as a female-oriented newscast, will return Sept. 5 at noon with a revamped “lifestyle” format.

KCBS executives say they are keenly aware of the domino effect “Judge Judy” had on a New York City station’s schedule. When the NBC owned-and-operated affiliate there, WNBC, acquired the show from CBS owned-and-operated affiliate WCBS last fall and placed it at 4 p.m., “Judge Judy” propelled the 5 p.m. news from third place to first place. The 6 p.m. and 7 p.m. newscasts, which had been ranked second, also rose to first place. KCBS in L.A. is hoping for the same kind of bump.

Roger Bell, KCBS’ news director, said, “This is the future of the station. We’re starting our upward climb.”

KCBS is pumping “several hundreds of thousands of dollars” into a promotional campaign for “Judge Judy,” with the smiling Sheindlin appearing on billboards, commercials and bus placards.

In acquiring “Judge Judy,” Severino said, he paid KCAL “a fee” to get the series before the start of the fall season: “We didn’t want to premiere against all the other new shows or the Olympics.”

Executives at KCAL could not be reached by press time.

Sheindlin said she is excited about the move.

“I’m eternally grateful to my old station for seeing us through from the beginning, but it was a little bit like living in a motel,” said Sheindlin, adding that the show was moved around the schedule when KCAL aired sporting events. “It’s really nice to have a home, a full-time residence.”

As for new touches or other changes with the station move, Sheindlin said, “No way. I’m too old and ornery to change.”

* “Judge Judy” can be seen daily on KCBS at 4 p.m.