Jay Kersting's Blog

NBC screwed EVERYTHING up.

First, Jay Leno hinted a retirement several years ago.  So, NBC promised “The Tonight Show” to Conan O’Brien.

Ooops.  When Leno decided that he would fail retirement, NBC painted themselves into a corner.

No matter what your feelings are about either Mr. Leno or Mr. O’Brien, you have to realize that it was NBC who screwed this up.

Due to this mess, NBC HAD to give O’Brien “The Tonight Show” despite the fact that the ratings were dominant with Jay Leno at the helm.  And they had been for sometime.  Going back to a certain appearance by a client of Divine Brown.

Next, NBC exacerbates the situation.  In order to keep Jay Leno from going to another network, they give him a prime time show. 

I do not think this was a bad idea.  BUT it was executed poorly.  And that is probably an understatement.

Here is why.  For DECADES, network television ran dramas in the 10E/9C time slot.  NBC sought to make a fundamental change to television viewing habits.

How do you change something that has been in place for three generations?

I do not know the answer, but I think a much more aggressive promotional campaign would have been one thing.  Have Jay Leno do his show in front of live audiences in cities all around the country.  Build up local hype by partnering with the affiliates.  Do you NOT think that Jay Leno could fill theatres for the taping of his TV shows?  As for travelling, Leno does stand up STILL.  He is already on the road on weekends.

That might have helped make the show a success.

Now, NBC has a choice to make.  Keep Conan O’Brien in the chair that has been filled by Steve Allen, Jack Paar, Johnny Carson and Jay Leno as they promised him back in 2005, or go back to Jay Leno and hope that Conan O’Brien doesn’t end up somewhere else.  If they stick with Conan O’Brien, and they should in my opinion (not because I am a fan, but for continuity reasons), I think Jay Leno could be picked up by the Fox Network. 

Now, think about that.  Fox does not run network programming in the 10E/9C hour.  And they should NOT put Jay Leno there IF they hire him.  Rather, offer up Jay Leno at 11E/10C up against local news.  I would have Jay Leno open the show with his monologue, then at the first break, about ten minutes in, have a local news update from the Fox affiliate if they choose that could be covered up with something by Fox News or Fox Business.  Remember, many Fox affilates run news at 10E/9C and some continue into the 11E/10C hour. 

Doing that, Fox would kick NBC’s ass.  And for that matter, CBS and David Letterman.

Just a few thoughts on this topic.  How do you see it?