‘Trading Spaces’ tries to reinvent itself

Two years ago, the people at TLC wouldn’t have traded spaces with anybody.

The home makeover show “Trading Spaces” was one of those cultural phenomena most tiny cable networks can only dream about, and TLC rode the wave to record ratings and attention.

Then it crashed, doomed by overexposure, imitation and changing tastes.

As they pick up the pieces, executives at parent Discovery Communications are left to ponder whether this was avoidable, or simply the inevitable effect of gravity, TV style.

“You can’t get to the stratosphere and stay there,” says John Harvey, senior producer at “Trading Spaces.” “It rarely happens in this industry.”

The show’s Saturday night viewership has nose-dived from 659,000 last year to 429,000 this year, according to Nielsen Media Research. The decline is even bigger – close to 50 percent – among the youthful demographic that advertisers seek.

In an attempt to reinvent itself, “Trading Spaces” debuted in a new format at the beginning of the month, without perky hostess Paige Davis.

Meanwhile, ABC’s “Extreme Makeover: Home Edition” – starring former “Trading Spaces” carpenter-hunk Ty Pennington – is a hit that drew 12.7 million viewers last Sunday.

At its peak, TLC was running “Trading Spaces” episodes as many as 10 times a week. Harvey’s production company was churning out themed specials to feed an insatiable hunger. Davis’ face was on magazine covers and in TV commercials.

Both TLC and its competitors sought to duplicate the success. At one point, Discovery Networks U.S. President Billy Campbell counted some 28 replicas of the show all over the dial. Even VH1 tried making over rock stars’ homes.

Campbell argues that TLC didn’t overexpose “Trading Spaces.” The cumulative effect of all those imitators hurt the most, he says

“It’s always tempting when you have success,” he says. “Look how many people tried to copy ‘Friends.’ Look how many people tried to copy ‘Seinfeld.’ … As a programmer, it’s hard not to emulate success because that’s your goal, to make successful programming.”

Still, resisting the temptation would have served TLC better, he says. Similar makeover shows like “While You Were Out” and “What Not to Wear” have dragged down TLC’s ratings.

“They made something that they thought was going to be a great ride and it was for a while,” says Burton Jablin, chief executive of the HGTV network. “But they couldn’t get that magic to happen again in other programs in that genre.”

Producer Harvey says the new format gives “Trading Spaces” a chance for a fresh start.

“It’s interesting and has a different kind of feel to it,” he says. “You feel like you’re watching and eavesdropping more, because there’s no one between you and the action.”