`ARTHEL & FRED' LIVEN UP DAYTIME TV.

Byline: Nancy Hewitt Daily News Staff Writer

Fred Roggin and Arthel Neville think daytime TV is too serious.

The veteran broadcasters get the chance to make daytime fun again when ``The Arthel & Fred Show'' premieres at 10 a.m. on NBC.

Over the past few years daytime television has been glutted with talk shows, many with single hosts. Single or dysfunctional topics were the norm. With the premiere of ``Arthel and Fred,'' daytime talk will take on a lighter tone. As Roggin says about the show, ``It's a party, and it's free every day.''

The audience will be treated to a colorful California-style set and co-hosts who make them part of the party atmosphere.

One of the staples of the show is a bit called Audience Adventures. People are selected from the audience to participate in a gag that'll run throughout the entire show. For example, a man selected from the audience professes to be a great cook. ``We might send him to Johnny Rocket's to work the grill. If people at the grill like the burgers, then everyone gets a free burger,'' Roggin said.

The show also will feature both celebrities and noncelebrities, which Neville feels will appeal to viewers. ``There is an ease with which we conduct the show,'' she explained. ``That is what makes people comfortable.''

Her co-host agrees. ``We want to create a friendly environment for people to come into and to be relaxed. (We'll be introducing) people who are entertaining on TV.''

In fact, Roggan believes another of the show's appeals is the fact that both he and Neville have roots in local television. ``We've been focused on local viewers. I've been in the business for 21 years. Arthel for 15 or 16 years. We understand the medium. We understand the audience. We're not actors. We're not movie stars.''

Neville agrees. ``We're both broadcasters with years and years of experience,'' she said. ``There is a comfort and ease with which Fred and I do our jobs.''

Both Roggin and Neville are excited about working with each other. ``It's very difficult - if you've always worked alone - to work with someone else,'' Roggin said. ``But with Arthel, the chemistry is there. And when it comes to the interviewing part, she's the pro. She has an incredible ability to get people to speak to her. I am truly amazed.''

Neville is also aware of the duo's chemistry. ``It's so much fun to work with a fellow broadcaster. I'm a journalist, he's a sportscaster. We'll be doing interviews together and field pieces together.'' But, she adds, ``I finally get to show the silly side of me.''

To many people, the combination of Roggin and Neville seems odd. ``Everybody knows me from ``Roggan's Heroes,'' ``Hall of Shame'' and ``Top Secret TV,'' Roggin said. ``So, around the country, I'm some guy on TV. In Los Angeles, I'm a sportscaster.''

``(These) sports shows are geared to people who don't watch sports,'' he continues, ``(With this new show) our target audience is women - our main daytime viewers. I'm more suited for this now. I'm 40, I have kids. Regis and Kathie Lee (their closest competitors) are great. Regis is a genius, but it's time for something new and fresh.''

On the other hand, Neville has built her reputation on 200-plus half-hour, one-on-one interviews with celebrities, including Sharon Stone and Bill Cosby, while appearing on ``Extreme Close-up'' on E! and later on the syndicated ``Extra.''

The Arthel & Fred Show

When: 10 a.m. weekdays

Network: NBC

Co-hosts: Arthel Neville, Fred Roggin

CAPTION(S):

Photo

PHOTO (cover -- color) The Arthel and Fred Show