In 2005, a nationally syndicated television show, The Tom Joyner Show, was launched with Joyner as emcee of a one-hour comedy/variety show, combining sketch comedy featuring the Tom Joyner Show Players (his co-hosts from the radio show), talent contests, and musical performances by such artists as Earth, Wind and Fire, Brian McKnight, Kenneth “Babyface” Edmonds and Toni Braxton. The show attracted advertisers such as McDonalds, Chrysler Corporation, WalMart and Southwest Airlines.
While the program achieved top ratings for a weekly syndicated program themed to African American viewers –even taking the number one show position although it was in a late night time slot– in such markets as New York and Atlanta, affiliates in other markets were reluctant to upgrade the show to prime time for a targeted audience.[citation needed] Without the opportunity to reach a larger audience in earlier time slots and achieve greater revenues, the show had limited ability to offset the residuals and music clearances required by the many performers appearing on the show. Despite award recognition, in May 2006, Joyner decided not to continue due to production costs related to the music variety show concept.[citation needed] Re-runs are shown on TV One cable channel.
