Advertisers gain traction on Channel 13 shows

Give us a quack, Jack.

Why? Because if it looks like infomercials (i.e., looks like a duck) and it sounds like infomercials (i.e., quacks like a duck), then "The Morning Blend" must be ... a duck. One that KTNV-TV, Channel 13 hopes will blossom into a golden goose. Can they push their duck-luck too far?

Exceedingly chipper Dao Vu and Vegas DJ Shawn Tempesta host eager advertisers on the 9-10 a.m. "Blend," expanding a franchise of KTNV's owner, Journal Broadcast Group. Versions already air on its stations in four other cities, individually tailored to each market, with separate hosts.

Produced by the creative services department with a morning-show sheen, "Blend" emphasizes beauty, finance, health and home segments, ID'd as ad-sponsored by on-screen graphics. (Community and nonprofit groups appear for free.) Newsy nuggets are sprinkled throughout the hour to lessen the impression of an advertisers' playground, but some fly-by bits are pay-for-play, too, such as "Dumb Criminals," courtesy of The Gun Store.

Applying talk-show gloss, Tempesta out-Reeges Reege. Hyperactive as a puppy on a sugar high (he has actually bounced on-air), Tempesta is just as amusing, and sometimes exhausting, to watch, flashing a smile that threatens to fracture his face. (Ear to ear? Tempesta's grin might wrap around the back of his head.) Though more even-keeled, Vu is as perky-personable as the gig demands. Upbeat as a Sousa march, they keep "Blend" from the blandness of run-on advertising, given that people who must pay for access to air time are, by and large, stilted and charm-challenged on-camera.

Props to this loquacious pair for hustling double-time to make average advertisers seem like interesting entrepreneurs, a burden not shouldered by traditional talk hosts who get to chat up celebs, stars and athletes.

Extending the trend, next month Channel 13 adds "Cool in Vegas," another advertiser worship-fest airing weeknights at 7, rhapsodized as celebrating "those talented and hardworking people who do an exemplary job providing a great value and great experience for families and customers all over the valley." Translation: Buy something, bub.

Revving up new revenue-generators in a harsh recession is economically understandable. They're not likely to sweat a ratings belly drop, as "Blend" replaced a.m. news and "Cool" will kick out the evening "Extra," both being Nielsen also-rans.

Yet a station's programming image is on the line. Money earned from advertisers could cost the good will of viewers who may feel buffaloed by shows chasing their wallets while playing coy about their intentions, using showmanship to hide the salesmanship, rather than hard-sell infomercials at least upfront about what they are. These are subtle fakeouts, technically honest -- yes, those are onscreen ad disclaimers -- but deceptive in spirit.

Airing 90 minutes each day, they impart a message to viewers: During hours when you watch en masse expecting news/entertainment -- and not in the overnight/weekend time-slot wilderness you'd expect -- they haven't just supplemented your program with ads, as usual. They straight-up traded you for them.

Company execs have called these "a return to truly local, nonnews television." Which is like declaring you've returned to healthier eating by scarfing sugar-free Oreos. In that spirit:

Waddle on over, my feathered pal, and pass the Quacker-Jacks.

Contact reporter Steve Bornfeld at sbornfeld@ reviewjournal.com or 702-383-0256.