Late Fringe Morphs Into Prime with Leno

It’s not really a new show, per se, but rather an old show redefined and uprooted to a new time period. Jay Leno is moving from the 11:30 p.m. late fringe time slot he inhabited for 17 years as host of NBC’s “Tonight Show,” to 10 p.m.—the final hour of prime time. The show will air every day, Monday through Friday.

It is hard to predict whether NBC is crazy or brilliant. According to NewMediaMetric’s research, Leno may be able to pull off a ratings win on Tuesday night, when other networks are showcasing new and unproven dramas. The other nights will prove more difficult, when Leno has to compete with hits such as “CSI: Miami,” “CSI: New York,” “Private Practice” and “Numbe3rs.” Can Leno compete with first-run programming that has a solid and loyal audience?

Giving one program monopoly over five nights of prime programming is a very risky move on NBC’s part. They have the potential to lose shares (and revenue) every weekday. Leno jokes about his precarious position in the fall 2009 lineup: “Do we expect to beat ‘CSI?’ No,” he admits. “Originally I wasn't going to stay at NBC. But I remembered something my parents always told me, ‘Whatever I do in life, make sure I come in fourth.” The show would have had a much better chance of rising above fourth place had it premiered during the summer months, when other networks are in repeats.

“The Jay Leno Show” premieres September 14 at 10 p.m. (Eastern).
--Tessa G.