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“The challenge is harder to get people’s attention than it used to be. … So we decided to do something really over the top to get the message across,” Mr. Soder said. The new spot will be on his company’s website and, he hinted, may be part of next month’s Super Bowl commercial extravaganza.

Mr. Shatner promoted Priceline as a site where travel prices are subject to bidding. But Priceline is also a set-discount-price booking site for more than 200,000 hotels in 140 countries, an expanding service that is not widely known by consumers, Mr. Soder said.

“It was a great run,” the Emmy-winning actor (“Boston Legal” and “The Practice”) said of the Priceline gig. But “if the management says this is the end, this is the end.”

Does Mr. Soder fear backlash from those fond of Mr. Shatner and the Negotiator?

“We certainly hope not. We had a great, long association with Mr. Shatner,” Mr. Soder said, adding hastily, “I didn’t mean to use the past tense. He’s still under contract with us.”

True, said Mr. Shatner, an indefatigable 80 years old. So whether they use him again or not, he said merrily, “I’m going to make them pay through the nose.”

Rihanna, Coldplay to team for Grammy performance

Rihanna and Coldplay sing together on the group’s latest album, and they’ll do so again at next month’s Grammy Awards, the Associated Press reports.

Rihanna, who is nominated for four Grammys, including album of the year for “Loud,” tweeted the news to her followers Wednesday night, calling it “BONKERS.”

Coldplay is up for three awards.

Paul McCartney was announced Thursday by the Recording Academy as another performer on the Feb. 12 broadcast.

Mr. McCartney is being honored during Grammy week as the MusiCares Person of the Year. His new album, “Kisses on the Bottom,” will be released Feb. 7.

Compiled from Web and wire service reports.