the buzz log

If you're a fan of "Ugly Betty" and don't want to know anything about the upcoming season, stop right here. But if you're thirsty for buzz on everyone's favorite fashion assistant, we've got news for you. A real cutie pie has joined the ABC cast—and rumors are, he'll catch Betty's eye. He certainly drew the attention of searchers this weekend.

According to Hollywood Reporter, singer-songwriter-actor-hottie Val Emmich has signed on for the third season of "Ugly Betty." News of the addition—and of Emmich's possibly romantic role on the show—sparked a 1,336% rise in searches for his name. If Betty does, indeed, fall for the new guy, she won't be the only one acting smitten. Females accounted for nearly 80% of the "val emmich" queries steaming up the Search box this weekend.

As for those of you still holding out for Henry or Gio, the chances look slim. Christopher Gorham, who plays Henry, is leaving for a gig on CBS, while Freddy Rodridguez, aka the deli-owning Gio, is only expected to return for one episode. Judging by the past couple days in Search, fans don't care. Neither actor saw a blip of online action. Everyone was too busy ogling Emmich. Things are looking pretty for Ugly Betty.

Filed under: TV, Ugly Betty

America Ferrera

We've already discussed the buzz around telenovelas that have landed on network TV this fall. But one foreign telenovela has stood the test of time in Buzz. Over the past few years we've seen search spikes on "betty la fea," "yo soy betty la fea," and "la fea mas bella" as the campy, soapy show circulated across sets throughout the world.

With Salma Hayek's backing, a U.S. version of "Betty La Fea" is set to premiere in an ultra-competitive Thursday night time slot. Buzz on the show has been building since it was announced on it would make ABC's fall slate as "betty the ugly." After a name change to "Ugly Betty" and a switch from Friday to Thursday, advance buzz on the show continued to heat up. Searches on the show jumped 75% over the last week, and it's sure to make an initial dent in the ratings thanks to its coveted slot in front of mega-hit "Grey's Anatomy."

The show also might create a breakout star in leading lady America Ferrera. The "ugly" actress is anything but, and her searches are up 162% in the last seven days. We've also witnessed an increase in queries on photos, bios, and the hairdo of the titular star. Taking on a role that requires her to get homely is a risk, but it could pay off if "Betty" translates into a beautiful breakout hit.

Filed under: TV, Ugly Betty, America Ferrera