lighting is bad. >> reporter: the audience has to empathize just a little bit. >> i'm dorothy and my dad is a self-made billionaire. he has a fear about me being -- like princessy person. >> little late on that. >> reporter: why do e! executives think this show launching next month will be a blockbuster? >> it is great tv starring bad people. >> reporter: or at least people behaving badly. it's tapping in to the massive market for voyeuristic aspirational shows all the way from "million dollar listings." >> the comps can be from 1.2 to 9 million. >> reporter: to "the shahs of sunset." >> you and i may not have the money that these people do. it's fun to see how they live. >> reporter: i see "the rich kids of beverly hills as a new virulent, drug-resistant strain of reality tv launched off the