By Lisa de Moraes
Tuesday, August 21, 2007; C01

Will "American Idol" host Ryan Seacrest be able to lure that show's millions of texting-crazed teens to a three-to-four-hour trophy show in which William Shatner is favored to win best supporting actor in a drama series?

Seacrest, who last week was named official celebrity-sightings correspondent/halftime host for the next Super Bowl, has just been named host of the Primetime Emmy Awards ceremony, which is right around the corner, on Sept. 16.

"Ryan Seacrest appeals to a broad audience, including the highly desirable young adult demographic, so he should serve as a magnet for attracting a diverse array of viewers to our Emmy telecast," Dick Askin, chairman and CEO of the Television Academy, said optimistically in yesterday's announcement.

Yes, this is very late in the game for the TV Academy and Fox, this year's broadcasting network, to be announcing the host of the television industry's annual slap-itself-on-the-back show, which would have ranked 264th among individual telecasts had it actually aired during the TV season last year.

(The Primetime Emmys usually airs the night before the official start of the season, but last year it aired about three weeks earlier because it was on NBC and, turns out, the network's NFL commitment trumps Primetime Emmy Awards in much the same way paper trumps rock.)

For comparison's sake, the Academy Awards was the second-most-watched individual telecast, behind only the Super Bowl.

But hey -- the Primetime Emmy Awards is the fourth-most-popular trophy show, falling behind the Academy Awards, the Grammys and the Golden Globes.

Last summer's Emmycast copped about 16 million viewers, the franchise's second-smallest audience since 1990. That year it aired on Fox, which was in its infancy and not as widely available in parts of the country as the Big Three broadcast networks.

Here's where Seacrest and those texting teens step in.

Last season he hosted 29 of the 33 most-watched individual telecasts of the 2006-07 TV season. All were "American Idol" episodes; many of them were live and all involved Seacrest being the center of gravity as people with enormous egos and varying degrees of talent danced wildly around him.

Seacrest is the Practically Perfect Primetime Emmy Awards host, once you get over whining about him not being a stand-up comic like the other Primetime Emmy Awards hosts the past several years and about how is he going to handle the traditional five-minute opening joke-fest written by comic/host and his/her entourage of writers/hangers-on.

"One thought I had was to not pretend to be a comic," Seacrest told The TV Column in response to our rude "but you're not a comic" question.

"That's not what I do," he said.

Seacrest is more an "in the moment" guy, a "get out of the way" guy, an "accustomed to having a game plan in a live show but never really sticking to it" guy, an "the idea of being the focal point or center of attention by nailing the first 10 minutes 'cause I want to feel like a superstar is not part of the way I'm going to approach the show at all" guy.

In one of those happy coincidences, the show's executive producer, Ken Ehrlich, said in the announcement that Seacrest is a "perfect match" for all the changes he'd planned to make anyway in how this year's Emmycast is presented.

And what about all those Internet murmurings of "overexposure" and possible viewer Seacrest-exhaustion?

"Clearly I'm trying to play it under the radar," Seacrest said.

"I'd define the brand as under-the-radar and subtle."

In addition to the Super Bowl and the Emmys, the Seacrest flood-the-zone brand includes: managing editor and lead anchor of "E! News" on the E! cable network; host of the radio countdown show "American Top 40" and Los Angeles's No. 1 morning drive time radio show, "On Air With Ryan Seacrest"; and co-host of "Dick Clark's New Year's Rockin' Eve" live from Times Square. Oh, and guest host on "Larry King Live," "The Billboard Music Awards" and the "Radio Music Awards."

Sadly, the Emmy-hosting gig means Seacrest likely will have to cut back on some of his annual Primetime Emmy Awards red-carpet arrivals orgy of excess coverage on E!

Seacrest says the cable net was "incredibly supportive" when he talked to its brass about hosting the Emmy show, and he still plans to exec-produce that net's arrivals program, but he may not be seen on air for the entire telecast. An E! rep was very nice but fairly useless in response to our efforts to nail down this point, saying Seacrest will "still have a presence" and they are "working out final details."

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And you thought comedy was dead on broadcast TV: Kevin Federline, Britney Spears's ex, is going to guest-star on the CW series "One Tree Hill" sometime in the coming TV season, the network announced yesterday. And that's not even the best part. CW says he's going to play an "enigmatic" frontman for a "seminal" rock band called No Means Yes.