Is Howard Stern the next Simon Cowell? NBC is hoping that the reliably provocative shock jock will bring that magically surly Cowell touch to America's Got Talent, its hit summer reality competition. The network announced Thursday that Stern will replace Piers Morgan as judge on the show's upcoming season. It's a costly hire — NBC will reportedly pay Stern $15 million and fork over another $10 million to move production to New York to accommodate his schedule — and some critics are questioning its wisdom, considering the raucous radio personality's polarizing reputation. Will NBC regret this move?
This is a "terrible choice": Sure, hiring Stern brings NBC "a good amount of built-in publicity," says Dorothy Pomerantz at Forbes. But he could "turn out to be a big waste of money." To begin with, market polling shows that nearly two-thirds of the public has a negative opinion of Stern. And, demographically speaking, his existing fan base isn't likely to watch such a wholesome TV show each week. "One has to wonder why NBC is making such a risky move with one of its few hit shows."
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