I have no sympathy for NBC’s head Jeff Zucker over the imbroglio he’s currently involved in over the network’s decision to scrap Jay Leno’s weekly 10 PM hour long talk show slot, mere months after launching it, and bumping him back to 11:35 pm. Zucker and the network brass had fully expected that Conan O’Brien, the current host of
The Tonight Show, would thus agree to having his show move back to 12:05 am, to accommodate Leno’s return to late night TV, albeit in a shortened half hour time slot. The problem for Zucker and the network is that O’Brien, who was promised
The Tonight Show gig five years ago in order to entice him not to go to another network, didn’t agree with that programming decision and has decided to leave the network instead, accepting a massive million buyout from it in the process. He had made it explicitly clear, on air, that he would rather leave NBC altogether than give in to his network boss’s wishes.
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The reason, of course, for overhauling NBC’s primetime schedule, is that Leno's ratings were low, reportedly dropping from 18 million viewers at 11:35 pm to an astounding 5 million at 10 pm, and, most important, also adversely affecting the newscasts following his show, the ones airing on NBC’s many affiliate stations, who count on viewers staying on to watch the news after the 10 PM show is over. Audiences used to do that when one of NBC’s dramas occupied that time slot but with Leno in that slot, they were jumping to other networks or tuning out altogether. This occurred despite the fact that, reportedly, ad revenues weren’t any lower for NBC with Leno in prime time.
NBC should have seen the risks inherent in its decision to placate and keep both Leno and O’Brien by adopting the strategy they did. James Poniewozik, for one, in his
Time magazine cover story on Leno’s move to primetime last September, pointed out that the network’s affiliates would be furious if the ratings went down when Leno moved to 10 pm, so obviously these affiliate concerns would have been transmitted to Zucker at the time and, obviously, ignored by him. (He had to browbeat Boston’s affiliate station to stay with Leno or lose its status as an NBC station.)