Making use of old episodes of Martha Stewart Living, which ran in syndication from 1991 to 2004, proved challenging to Martha Stewart Living Omnimedia. DVDs of the series did not sell well, online applications mustered minimal buzz, and reruns are nowhere to be found on television. The show is stale and dated.
Fast forward: Martha is watching Mystery Science Theater 3000 reruns during a sleepless night. Ding! If there's great TV revolving entirely around mocking sci-fi B-movies, the same could work for Martha Stewart Living.
And so, Whatever, Martha! was born. The Fine Living Network will unveil the new comedy series on September 16. It will be hosted by Alexis Stewart, Martha's daughter, and Jennifer Koppelman Hutt, Alexis Stewart's cohost on the Martha Stewart Radio show Whatever. The two will poke fun of Martha's unfortunate outfits, anal retentive tendencies, and "habit of mixing sexual innuendo with her household hints."
For a look at what they'll be poking fun at, watch a couple vintage Martha Stewart Living show clips after the jump.
The hope is that badly needed new and younger viewers will be brought into the Martha fold by an appreciation of the hilarity that is twig-whittling lessons (for marshmallow roasting purposes, of course.)
But Martha laughing at herself is indeed a radical notion. We're surprised she can take herself less than totally seriously.
“Contrary to popular opinion, I do have a sense of humor,” Martha told the New York Times, which reported on the new show. The sense of humor will breathe new life into old material, like the fabulous old-school Martha clips below.
Does this premise sound promising? Will you tune in for some familial Martha-bashing?