The ubiquity of Dr. Phil McGraw is no accident. Whether he’s playing himself on the CW’s “Crazy Ex-Girlfriend,” raising eyebrows for his home décor in a real estate spread or appearing on a recent …
Whether he’s playing himself on the CW’s “Crazy Ex-Girlfriend,” raising eyebrows for his home décor in a real estate spread or appearing on a recent Fox primetime special about Prince Harry and Meghan Markle’s royal ruckus, McGraw is seemingly everywhere — including on a star on the Hollywood Walk of Fame as of Feb. 21.
McGraw says from the beginning, his goal was not just to build a daytime talk show but an entertainment brand. Gaining notoriety was an integral part of that effort. “People see me engaged in very serious work, dealing with peoples’ lives and families and futures,” he says, “and while there’s a lot of humor on ‘Dr. Phil’ as well — we have fun and cut up a lot — I think it’s really important for people to see that I don’t take myself as seriously as everybody else does.
Even before “Dr. Phil,” McGraw showed an entrepreneurial streak, founding Courtroom Sciences, a trial-science firm that inspired “Bull.” He had earned a doctoral degree in clinical psychology from the University of North Texas and was a licensed psychologist in the state before his recurring spots on “The Oprah Winfrey Show.”
“I had always been CEO of multiple companies, and I approach it that way, and when I came out here, I found out that talent is usually just that, they just show up and do what it is they’re supposed to do,” McGraw says, “whereas I approach it from the standpoint of it’s a business: Everything from what we’re doing in terms of space, what the occupancy cost is, what are we spending on this, that and the other, because I wanted to put everything on the screen.
McGraw was insistent that his talk show be called “Dr. Phil” not “The Dr. Phil Show,” in part to hone in on the “Dr. Phil” brand and because, he says, he doesn’t really think of it as a show.
That includes tele-medicine app Doctor on Demand, started with his son, Jay McGraw, who’s also a founder of Stage 29. But McGraw says he’s not in the business of launching TV shows — he’s more interested in getting shows renewed. “A new show costs a lot of time and money. Renewing it is where you get into success,” he explains. “We’re interested in doing things that have sustainability.”
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