A national daytime show, cleared into 90% of American households, launched on a digital engine two years in the making.
Challenge
Syndication launches get a year of runway. When The Dr. Oz Show ended abruptly, Sony needed its replacement on air in weeks: The Good Dish, with Daphne Oz, Gail Simmons, and Jamika Pessoa, cleared across Fox, Hearst, Nexstar, Gray, and Sinclair stations.
Insight
The Good Dish didn't start as a TV show. It started as a digital segment we grew inside the Dr. Oz ecosystem, with its own audience data, content library, and social following. Digital wasn't the marketing arm — it was the test kitchen that proved the show deserved to exist.
Idea
Launch on proof, not hope. Two years of digital performance told us which hosts landed, which formats traveled, and which audiences would follow.
Execution
My 17-person team stood up the show's entire digital presence at speed: site, social, CRM, and OTT distribution, synchronized with station promos nationwide.
No runway, daily production discipline, and celebrity talent led as partners rather than managed as assets.
The numbers
US household coverage at launch, across five major station groups.
Organic traffic, with site engagement up 15X.
Increase in CRM open rates, with click-through up 38%.
Episodes supported in season one.
Digital wasn't the marketing arm. It was the test kitchen.
The show ran one season — daytime economics were a challenge we knew going in. The launch itself was the win, and the lessons compounded: building a show from the ground up, daily production discipline, leading celebrity talent as partners, and running a 17-person team with no runway. Nothing has taught me more about speed and process.
Phone-Life Balance
Culture into commerce.