At 53, Judy Sheindlin Started ‘Judge Judy.’ She Built It Into a $580 Million Brand
30 years later, the daytime TV star’s still-growing empire offers lessons for entrepreneurs.
EXPERT OPINION BY MARC BERMAN, FOUNDER AND EDITOR-IN-CHIEF, PROGRAMMING INSIDER
Judge Judy. Illustration: Inc; Photo: Adobe Stock
For 30 years, Judy Sheindlin has done something few television personalities ever accomplish: She turned herself into the brand. The woman audiences know as Judge Judy made herself synonymous with daytime court television, and earned a hefty sum in the process.
As CBS prepares to celebrate the 30th anniversary of Judge Judy with the 90-minute primetime special Judge Judy: Unfiltered, Unforgettable on Sept. 22, her career offers a business lesson that extends well beyond television: Products and platforms can change, but a strong brand can remain valuable.
She reenergized a fading category
When Judge Judy premiered in 1996, courtroom television had lost momentum. The People’s Court, which helped popularize the format, had ended its original run in 1993 as more topical talk shows filled daytime schedules.
Then came Judy Sheindlin.
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Judge Judy brought new energy to the genre
Judge Judy brought new energy to the genre. She wasn’t simply the judge; she was the star—and ultimately the brand. Her blunt, no-nonsense style made ordinary disputes compelling television, and audiences responded.
The success of Judge Judy helped spark a new wave of courtroom programs, including the revival of The People’s Court, Judge Joe Brown, Judge Mills Lane and Judge Mathis.
The business lesson is straightforward: You don’t always have to invent a new category. Sometimes the opportunity is to reinvent one that has lost its energy.
Source: www.inc.com
