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Brian Lowry
"Jay is doing fine," the comic's new
Actually, based on a preliminary accounting -- and accounting is ultimately what motivated the move -- Leno is doing as well as can by expected, which isn't exactly the same as "fine."
Taking inventory of Leno's primetime adventure requires a view from multiple angles:
Creative:
As a consequence, the pacing feels off. The program still starts with its strength, Leno's monologue, but has then conspicuously killed time for the next 20 minutes because of the imperative to relocate the guest and whatever comedy bit once immediately followed the monologue ("Headlines," etc.) into the second half-hour.
In its determination to allay fidgety affiliates' concerns about people nodding or zapping off,
In hindsight, Leno should have gone with his instincts and just done the show he was comfortable doing, standing -- or failing -- on its merits.
Ratings:
Honestly, they're not bad -- slightly better than Leno was delivering in latenight, where HUT (homes using TV) levels are considerably lower.
Excluding the inflated launch week, Leno mostly settled in the 5 million to 6 million viewer range -- enjoying a modest spike on Tuesdays, where "The Biggest Loser" provides a bigger lead-in; and struggling Thursdays, where
The late Brandon Tartikoff opined that every show should be somebody's favorite -- anticipating the current era, in which consumer passion is a major part of the watch it/buy it/download it equation.
By contrast, "The Jay Leno Show" is more a default option ("
Economics:
Further ratings erosion would be bad news, but without a serious dive below current levels (and the show has dipped below 5 million viewers twice in the last six nights),
Ripple effect:
It's too early to conclude whether "Leno" is seriously hurting late local news and "Tonight Show" under Conan O'Brien. But it's safe to say it isn't helping, and the fact the older audience has already abandoned O'Brien has undermined
Intangibles:
By mitigating risk and playing not to lose,
For obvious reasons, the producing community has also been apprehensive and hostile toward
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Early Leno Returns Are Mixed For NBC