Talkback: Future pretender to a King?

With Paul Holmes initially struggling to attract audiences at 6pm just as he did at 7pm, the question must be asked: is there a plan C?

Speaking to the Herald in May, Paul Norris, head of the Christchurch Broadcasting School, labelled the new time slot "brave".

Not "better", not "brilliant" - "brave". A word that must have the executives at Prime Australia wondering whether the audacious move by Prime's New Zealand boss, Chris Taylor, to secure Holmes is all it was initially cracked up to be.

Taylor must be thinking ahead. Going head-to-head with TV One and TV3's main news bulletins is likely to prove more difficult than battling with Close Up at Seven and Campbell Live, and Taylor employed Holmes on a three-year deal.

Waiting for the dust to settle on Holmes' ratings at 6pm is only sensible. But, unless viewing figures improve markedly, why not consider a suggestion I've heard several times in advertising circles - repackaging Holmes as New Zealand's answer to Larry King.

Larry King Live, US cable television network CNN's highest-rating show, runs at 9pm five days a week and features interviews with politicians, celebrities and ordinary people in the news.

Not too far removed from Holmes' present role and - some might think - admirably suited to his personality type.

As a US satirical website put it, in an article entitled "People Who Are Really Starting to Get on Our Nerves", 71-year-old King is the King of Schmooze, a man relentlessly addicted to his celebrity status.

But on a more serious note, Holmes at 9pm would offer audiences a real choice. Say you don't want a dose of reality TV or overwrought US drama, how about a familiar accent?

The success of Rove Live on TV3 underscores the appeal of the celebrity interview and, despite his audience size on Prime, Holmes shows he is still in his element with the great, the good and the ordinary.

The repeat of Paul Holmes running at 10pm could give some clues as to his late-night appeal.

I can only assume that prime-time advertising dollars are driving Prime's insistence on an early evening offering.

But if Holmes is failing to deliver the ratings, those dollars will dry up soon enough and a new strategy will be required.

And you don't turn your back on an instantly recognisable, love him or hate him, capital P personality.