The Sacramento Bee from Sacramento, California • E1

V1N39VIAI yiovna 90ZI.60- I 3N33S 3383VS -Q- The Sacramento Bee MONDAY September 1 2, 2005 I 3 INSIDE Humor Us How about some really challenging locales for Page E3 COLUMNS E3 SCENE www.sacbee.comlifestyle TELEVISION E4 COMICS E6-E7 RICK KUSHMAN TV Columnist Martha's back, in milieu she dominated Sacramento Bee Randall Benton Univision anchor Adriana Varela broadcasts from the Sacramento studio. Channel 1 9's newscast has the top rating among young adults in this market. TV's getting to be a busy place and there's lots to cover today, starting with, trumpets and drum roll please, "Martha." Remember how we were saying there's going to be tons of scary TV out there this season? Well, so it starts. Actually, this isn't the big one for Martha Stewart, at least not in terms of cultural impact and that's the horror part, thinking that Stewart's now a cultural icon. But you go to jail a celebrity, you come out an idol.

Or at least, a curiosity, which isn't so different these days. Prison: the career move. Anyway, Stewart gets back to daytime television today with the syndicated "Martha" (at 10 on Channel 31). This will be a snap for Stewart in terms of connecting back to her fans. This is her territory.

The challenge, and the measure of her status, will be NBC's "Martha Stewart: The Apprentice," starting Sept. 21. That's prime time, a big-deal reality franchise and face time with viewers who haven't bought her act. The daytime show, though new and improved, and from "Apprentice" and "Survivor" producer Mark Burnett, will be more or less what she's done before: cooking, projects, good things. It will, however, be taped in front of a live audience, not produced in careful segments.

Stewart was on NBC's "Today" show last week, and Matt Lauer asked how the new series will be different. "I can be more spontaneous, more relaxed," she said, careful to enunciate every syllable while keeping both feet and knees together and her hands perfectly still in her lap. You kinda think Martha is a control freak. She doesn't do spontaneous. I know Stewart has tons of fans out there, real fans, not gawkers.

But I have to say and this comes from a sucker for cooking shows -1 have never gotten the Martha Stewart fascination. I do get that Stewart provided a certain emotional liberation to millions of people, most of them women, who felt the world saw them only as (desperate) housewives and offered little respect for what they did and how hard they worked. Martha gave some heft, some glamour to all those chores, and good for her. But as for her show, she makes everything look so unfun. Most of us want cooking to be a good time, not a test of fidelity.

But Martha seems to be angry with her salad or her craft or KUSHMAN, Page E2 Sacramento Bee Lezlie Sterling Amador Bustos, right, laughs with national Spanish-radio personality Homero Campos at the Bustos Media headquarters in Rancho Cordova. Radio and TV in Spanish have gained momentum, and Sacramento stations are riding high By Sam McManis BEE STAFF WRITER The Bluetooth wireless attached to his right ear blinked for attention, but Amador Bustos wasn't about to answer the phone. His eyes were set, laserlike, on a map of the United States hanging in the Sacramento headquarters of his burgeoning Spanish-language radio empire. Multicolored pushpins covered much of California and moved up into the Northwest, with a few dotting the Midwest and South. The pins represent the 23 stations owned by Bustos Media, as well as other affiliates that use Bustos' syndicated programming, and the tiny markers seemed to be making an inexorable northeast march, as if part of a war strategy.

"There are still big gaping holes to fill for Hispanic broadcasting," says Bustos, pointing at the map. "But the landscape of the media is changing dramatically. Markets are now being served." Indeed. Once existing merely on the mar gins of America, Spanish-language radio and TV stations have become among the hottest properties in media today with the Sacramento market a prime example. Last year, according to the trade publication Billboard Radio Monitor, Spanish-language radio stations boasted double-digit growth, with the number of stations exploding from 302 in 1998 to 678 this year.

English-language media giants Clear Channel and Infinity have recently entered the Spanish-language market, and Viacom, CBS' parent company, has merged with the Spanish Broadcasting System. Univision, the Los Angeles-based leader in Spanish-language TV, now owns 65 radio stations after having bought Hispanic Broadcasting Co. Spanish-language television is growing at an equally swift pace. In the past three years, Hispanic TV households in the United States have increased by more than 12 percent, to 10.9 million, according to Nielsen Media Research. The TV market for Spanish speakers in Sacramento, which also encompasses SPANISH, Page E5 PAGE 3 What language of disaster says Runway plus: Tyra Banks models a new talk show By Fahizah Alim BEE STAFF WRITER The water swirling around the streets of New Orleans is churning up yet another debate about how African Americans are depicted by the media and viewed by society.

The use of words such as "refugees," "homeless," "those people" and the selective use of "looters" has come under fire by many who see them as divisive terms that further stigmatize African Americans, who make up the majority of New Orleans' dispossessed. Some linguists have even suggested that such use of the language may have contributed to the delayed and ineffective response to the disaster and could cause some Americans to distance themselves from the victims of Hurricane Katrina. 'Refugees' calls up to mind that people come from different lands and have to be taken care of," Rep. Diane Watson, D-Los Angeles, felt compelled to tell reporters at a press conference in the days following the disaster. "These are American citizens." Civil rights leaders such as Jesse Jackson and the Rev.

Al Sharpton have also objected to the term refugee, and many news organizations have since directed their reporters to substitute with words such as "evacuees," "displaced" and "victims of the hurricane." Protests even prompted President Bush to announce last week that "the people we're talking about are not refugees. They are Americans and they need the help and love and compassion of our fellow citizens." Bush's statement underscores how loaded that term, and the others, really are. "The choice of words is important when things like this happen," said Geoffrey Nun-berg, a Stanford linguist and author of "Going Nucular: Language, Politics and Culture in Controversial Times." He has been doing a LANGUAGE, back page, E8 By Rachel Leibrock BEE STAFF WRITER Supermodel, author, host of a reality TV show. Now Tyra Banks adds another item to her celebrity resume: a syndicated, daily talk show. "The Tyra Banks Show" premieres today (at 2 p.m.

on Channel 31), less than two weeks before Banks' other show, the modeling competition "America's Next Top Model," starts its fifth season Sept. 21. Don't tune in to the new show looking for backstage catfights and mascara challenges, however. Instead, Banks uses "The Tyra Banks Show" to focus on young women their relationships, fashion and pop culture. We talked to Banks during a recent conference call, when she discussed her mentor, Oprah Winfrey, rumors of an on-set confrontation and why you'll see a runway on her set.

Ql Who were some of the daytime talk show hosts you watched for ideas? Al I grew up loving "Donahue" and "The Oprah Winfrey Show," and when Ricki Lake came along, I loved the fact that she spoke to my generation; I would run home from school to watch her show. I BANKS, Page E2 Reality Check Mike Mizanin of "The Real World: New York" shows off his water polo style in "Battle of the Network Reality Stars." OUTPUT: 091105 16:44 USER: KM0RRIS0N BEEBR0AD MASTER 06-26-02.