Post by annabelleleigh on Jan 14, 2009 16:47:59 GMT -5
I don't mean to be misleading with this slug, but the following does suggest that a move of the mothership to USA network may be an idea floating around at NBCU. Whether it has any traction at all is unknown.
Boldfaces mine.
AL
---------------------
Leno time shift lays egg with ad buyers
By Michael Janofsky and Andy Fixmer
Bloomberg News
January 14, 2009
Excerpt:
"Late-night king Jay Leno may be turning from a winner to an also-ran for NBC.
Companies that buy broadcast television time at 10 p.m., when Leno’s new show will air weekdays starting in September, won’t spend as much on him as on his ABC and CBS competition, said Andy Donchin, director of TV ad buying at Carat USA in New York, which represents Pfizer Inc. and Papa John’s International Inc.
“Leno won’t win the time period,” Donchin said. “Advertisers aren’t going to pay the same for Leno as they pay for a 10 o’clock original, prime-time scripted drama.”
The gamble may end badly for the General Electric Co.-owned network if Leno doesn’t draw significantly more viewers than the average 3.7 million who watch his “Tonight Show” at 11:30 p.m., said Peter Gardiner, chief media officer at Interpublic Group of Cos.’ Deutsch Inc.
“NBC is making a decision more about margins and profit- and-loss than the benefits of ratings,” Gardiner said. “It’s not smart in the long term, but then I don’t have to turn in quarterly budgets to GE.”...
...While one episode of “Law & Order” can cost $3 million to produce, the bill for one hour of comedy and talk is about $350,000, according to NBC.
Leno is “not going to draw the ratings of a blockbuster drama at 10, there’s not much doubt about that,” said Mike Pilot, president of sales and marketing for NBC Universal, GE’s entertainment division. “But the consensus reaction of advertisers has been universally positive. They feel that Jay’s style of humor will work at 10.”...
...Planning sessions with Leno will continue through the winter, with “serious discussions” with advertisers starting in the spring, Pilot said.
However those talks go, “advertisers will expect cheaper rates,” said Karen McCallum, media director at Esparza Advertising in Albuquerque, New Mexico...
...On NBC, the leading 10 p.m. dramas have been “ER,” in its 15th and final season, and “Law & Order: SVU,” in its 10th year.
The network hasn’t decided whether its current 10 o’clock shows will move to 9 p.m. or shift to the NBC-owned cable channel, USA Network, as happened in 2007 with “Law & Order: Criminal Intent,” according to Pilot.
Dick Wolf, creator of the “Law & Order” series, wasn’t available for comment, spokeswoman Pam Golum said.
The full article at
www.delawareonline.com/article/20090114/BUSINESS/90114036/1003
Boldfaces mine.
AL
---------------------
Leno time shift lays egg with ad buyers
By Michael Janofsky and Andy Fixmer
Bloomberg News
January 14, 2009
Excerpt:
"Late-night king Jay Leno may be turning from a winner to an also-ran for NBC.
Companies that buy broadcast television time at 10 p.m., when Leno’s new show will air weekdays starting in September, won’t spend as much on him as on his ABC and CBS competition, said Andy Donchin, director of TV ad buying at Carat USA in New York, which represents Pfizer Inc. and Papa John’s International Inc.
“Leno won’t win the time period,” Donchin said. “Advertisers aren’t going to pay the same for Leno as they pay for a 10 o’clock original, prime-time scripted drama.”
The gamble may end badly for the General Electric Co.-owned network if Leno doesn’t draw significantly more viewers than the average 3.7 million who watch his “Tonight Show” at 11:30 p.m., said Peter Gardiner, chief media officer at Interpublic Group of Cos.’ Deutsch Inc.
“NBC is making a decision more about margins and profit- and-loss than the benefits of ratings,” Gardiner said. “It’s not smart in the long term, but then I don’t have to turn in quarterly budgets to GE.”...
...While one episode of “Law & Order” can cost $3 million to produce, the bill for one hour of comedy and talk is about $350,000, according to NBC.
Leno is “not going to draw the ratings of a blockbuster drama at 10, there’s not much doubt about that,” said Mike Pilot, president of sales and marketing for NBC Universal, GE’s entertainment division. “But the consensus reaction of advertisers has been universally positive. They feel that Jay’s style of humor will work at 10.”...
...Planning sessions with Leno will continue through the winter, with “serious discussions” with advertisers starting in the spring, Pilot said.
However those talks go, “advertisers will expect cheaper rates,” said Karen McCallum, media director at Esparza Advertising in Albuquerque, New Mexico...
...On NBC, the leading 10 p.m. dramas have been “ER,” in its 15th and final season, and “Law & Order: SVU,” in its 10th year.
The network hasn’t decided whether its current 10 o’clock shows will move to 9 p.m. or shift to the NBC-owned cable channel, USA Network, as happened in 2007 with “Law & Order: Criminal Intent,” according to Pilot.
Dick Wolf, creator of the “Law & Order” series, wasn’t available for comment, spokeswoman Pam Golum said.
The full article at
www.delawareonline.com/article/20090114/BUSINESS/90114036/1003