`REGIS' VS. `ROSIE' BOOKING WAR NOT BEING WAGED, EXECS SAY.

Byline: Daily News Wire Services

Despite denials all around, speculation persists that the folks at ``Live With Regis & Kathie Lee'' are urging guests not to appear on the new ``Rosie O'Donnell Show'' if they're in town for a ``Live'' booking.

``The last thing I wanted to ever hear anything about was a booking war,'' said Daniel Kellison, executive producer of O'Donnell's hot 2-week-old show.

``We hear rumblings, but I don't know of anything specifically from our end.''

``Live'' executive producer Michael Gelman issued a statement saying the stories are false. ``We are not competitive with Rosie in over 90 percent of the markets and wish her only the best of luck,'' he said.

``We hope there's no booking war,'' Kellison said. ``We think the dynamic is different. We're taking the high road.''

In fact, according to Kellison, O'Donnell bookers have extended an invitation to have Regis Philbin and Kathie Lee Gifford on the show and have even sent word suggesting Philbin co-host a week with O'Donnell. So far there's been no response, said Kellison.

A Disney spokesman said Philbin and Gifford were on hiatus and would not return to work until after July 4.

Meanwhile, O'Donnell has put a new twist on the art of booking. She's taken to mentioning on air the guests she'd like to have on but hasn't gotten a commitment from, and it's led to two bookings already, with Miss Piggy and Dana Carvey. So, spurred by that success, next week O'Donnell will target a specific celebrity each day in an effort to get him or her on the show. Tom Cruise and Denzel Washington are just two of her marks.