Impact The Jay Leno Show
1 impact
1.1 financial
1.2 ratings
1.2.1 dispute on timeslot
1.3 settlement
1.4 industry impact
1.4.1 boycott competing networks
1.4.2 labor union impact
impact
jay leno, creator , host
financial
leno had contract 5 years show. nbc reportedly had option cancel after 2 years, had committed @ least 1 or 2 years regardless of ratings, although later chose end show after less 5 months. have earned $30 million each year depending on ratings leno, compared $20 million annual salary during last years @ tonight.
nbc expected benefit offering inexpensive comedic alternative procedurals ( 100% more comedy , 98% fewer murders! ) , other one-hour dramas typically air @ 10 pm, , offering new episodes 46 weeks each year versus 22. while leno not expected competitive higher-rated scripted shows on abc , cbs in time slot, projected cost of production far lower , expected profitable network, , product integration intended make show dvr-proof can on television in era . each airing of leno cost $350,000 $400,000 versus $3 million hour-long drama, saving nbc $13 million each week without network needing show beat competitors. costs include services of 22 writers, whom leno called top 5% of highest-paid . . . in guild.
mcdonald s became first buying advertiser program, tying in million dollar roll nightly in october 2009 promoting year s version of mcdonald s monopoly.
ratings
leno did not expect show beat competing first-run episodes, better reruns, in part because topical jokes benefit immediacy of time slot versus 11:30 pm. television analyst predicted leno finish in safe third place every night. nbc research before show s debut indicated fans of leno watch leno 2 3 times week.
nbc saw 1.5 rating show in 18–49 demographic viable , 1.8 home run . nbc told leno @ 1.5 rating, nbc makes $300 million year. tonight @ 11:30 pm earned 1.3 1.5; television audience @ 10 pm 40% larger @ 11:30 pm, , network hoped leno s audience grow. industry observers have cited range of ratings, 1.7 2, being necessary show succeed @ 10 pm. comparison, 2.5 necessary 10 pm drama succeed; earned 1.7 or less during 2008–2009 season cancelled. nbc s prime-time dramas averaged 2 during 2008–2009.
the first episode of jay leno show earned fast national estimates of 17.7 million viewers, 11 nielsen rating (5.1 among persons 18–49) , 18 share, above both tonight finale , debut of tonight show conan o brien in categories. second week , competing against season premieres, audience fell 6 million viewers, still on par or exceeding nbc projections. of november 1, 2009, jay leno show has averaged 1.98 in adults 18–49 ratings , 6.594 million viewers. during week before christmas, ratings dropped 1.4 during week. prior controversy regarding move of jay leno show 11:35 p.m., viewership bottomed out @ 4.799 million viewers, although there slight bump word of controversy broke.
though show had been meeting network s projections show itself, has been severely detrimental ratings of late local news on nbc affiliates. several stations across country have seen known leno effect , lower audience leno (as compared nbc s scripted prime time offerings) translated directly domino effect of severe audience drops late local news (on order of 25–30%), effects nbc had underestimated.
dispute on timeslot
in january 2010, multiple media outlets reported that, following 2010 winter olympics, jay leno show shortened 30 minutes , begin airing weeknights @ 11:35 pm et, conan o brien , jimmy fallon s shows following beginning @ 12:05 on march 1, 2010. on january 10, nbc universal television entertainment chairman jeff gaspin confirmed jay leno show indeed move 11:35.
leno accepted return 11:35 p.m., calling move business. had made known in press in november 2009 wished return old timeslot; behind scenes, leno had privately indicated did not believe 10:00 experiment work. on other hand, o brien s contract stipulated network move show 12:05 a.m. without penalty, loophole put in accommodate sports preemptions, network s traditional nightly wimbledon tournament highlights show, , specials such new year s eve carson daly.
o brien did not respond several days after announcement, drafted press release explaining why felt unfair him, staff, fallon, , legacy of tonight show move show past midnight. concluded saying cannot participate in believe [the tonight show s] destruction. o brien received outpouring of celebrity , viewer support rejecting move, while leno received heavy criticism. on january 21, o brien signed $45 million deal allowing him leave network, , aired final episode of tonight on january 22; leno returned host of tonight on march 1.
settlement
on january 19, 2010, multiple media outlets reported o brien , nbc close signing deal between $30 , $40 million host walk away network. 1 apparent sticking point in negotiations amount staff , crew paid leaving program. reports said contract prohibit o brien badmouthing nbc in way, , may able return television september 2010.
on january 21, after 2 weeks of negotiations, announced conan o brien had signed $45 million deal leave nbc. wall street journal reports o brien receive $32 million., staff receiving around $12 million. contract contains clause prohibiting o brien making negative remarks nbc amount of time; not, however, contain rumored mitigation clause, in nbc able keep of severance pay after o brien finds new program. stipulates have returned television september 1, 2010. network confirmed leno officially resume host of tonight show on march 1. tmz reported nbc rerun episodes o brien s time host until network began airing olympics on february 12.
o brien later reached deal cable network tbs premiere new late-night talk show, conan.
industry impact
nbc became first large united states network broadcast same show every weekday during prime time since abc s wants millionaire? marathons in 1999 , second since dumont aired captain video , video rangers 1949 1955. more recently, upstart mynetwork tv had attempted, upon launch in 2006, air same telenovelas every night of week, programming strategy proved unsuccessful. nbc s executives called decision transformational moment in history of broadcasting , in effect, launching 5 shows. industry observer said leno, in years, biggest risk network has ever taken. according former nbc president fred silverman, if leno show works, significant thing happen in broadcast television in last decade.
although nbc had not developed new hit show @ 10 pm in years, industry executives criticized network abandoning history of airing quality dramas @ hour such hill street blues, st. elsewhere, , er, made nbc gold standard sophisticated programming . . . no. 1 network affluent , well-educated young viewers during 1980s , 1990s. in addition, critics predicted decision hurt nbc undermining reputation built on successful scripted shows. other networks believed nbc s decision created opportunity, , planned 2009–2010 schedules accordingly. example, show competed mentalist, csi: miami, csi: ny, , numb3rs, 4 of television s popular series, on cbs (the first of 4 series moved 10:00 pm directly compete leno s show, , improved ratings timeslot compared predecessor). leno not sold overseas.
the january 29, 2010 issue of entertainment weekly listed show @ top of list of 50 biggest bombs in television history. comment made network executives launching 5 shows transformed joke removal cancelling 5 shows . tv guide listed show biggest blunder in television history in november 1, 2010 edition.
boycott competing networks
rival networks abc , cbs had discouraged stars appearing on jay leno show in primetime slot. julia louis-dreyfus (the new adventures of old christine) first cbs actor appear on show, on september 29, 2009; on episode, said there little pressure, because know on prime time , obviously, committed doing show , we’re friends . boycott did not affect tonight show conan o brien nor industry-wide. other tv networks, fox, cw, , hbo, more encouraging. hugh laurie fox tv show house guest on september 25, 2009, telecast. house produced universal media studios, sister company nbc through nbc universal, , fox not offer network programming in 10 p.m. time slots, instead allowing of affiliates go local news.
in broadcasting & cable interview published in november 2009, leno mentioned boycott again, saying m flattered; abc , cbs...none of stars can appear on show. afraid of if re doing terrible? s part of game.
labor union impact
john wells, president of writers guild of america, west, , executive producer of prominent nbc shows er , west wing, said, wish nbc , jay leno well; personally, s nice guy, hope falls flat on face , 5 dramas back.
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