ArticleIn an article from the
L.A. Times today, NBC affiliates are pitching woe as they see their 11 o'clock news programs declining in ratings. According to the affiliates, the source of this sudden decline in ratings is
The Jay Leno Show. They are stating that because the show is the lead-in to their news programs and is gathering poor ratings, it is directly affecting the subsequent ratings for their news programs.
Call it the Leno effect. NBC's controversial decision to shift the late-night talk show host to 10 p.m. has been billed as a savvy business move that enabled NBC to substitute a low-cost talk show for expensive scripted dramas. But now it's playing havoc with many of NBC's more than 200 affiliates, where Leno's weaker "lead-in" is undermining audiences of 11 p.m. newscasts. News programs are crucial for local stations, which draw upon them for a third of their revenue.
Leno's new show averaged about 5.6 million viewers through the first four days of last week, less than half the audience it attracted when it premiered and more than a third less than the audience that NBC drew last season with its longtime schedule of drama shows. The network says the declines are in line with expectations and cautions patience as viewers discover the new time slot for the talk show king.
Local stations, whose goodwill the network depends upon to keep Leno's show on in every market, could soon grow antsy. Already hit by the recession, which has dried up advertising by such onetime mainstays as auto dealerships, retailers and mortgage companies, NBC affiliates may not be able to tolerate the financial pain that Leno is causing to their late-night news programs -- and may be forced to consider their own program alternative for the 10 p.m. hour.
The real question to be asked here is:
Does this count as a valid argument? It's obvious the stations are suffering from the programming change, but can Leno really be blamed for this? Due to the economy, advertising has taken a huge hit, which directly effects television. As a result, NBC is trying something new with
The Jay Leno Show to mix things up and still provide entertainment. It's also a way to give some new blood a shot in the Late Night slots.
The show is struggling to find an audience at the moment because it's a new concept, and most people are stuck in the 10 o'clock drama mindset. However, if you listen to what the local NBC affiliates are saying, it basically simplifies down to the theory that people watch whatever news program comes on after the show they are watching during the 10 o'clock slot. So if
CSI:NY is better than Leno, they going to watch the CBS affiliate's news instead of ABC's or NBC's.
Bruce Campbell is going to have to change the title of his Bio.
At what point doesn't this fall on the affiliates' shoulders? If their news was really as good as they like to tout, then wouldn't people switch anyway? This is 2009, you have to figure 98.9% of the populace have a remote controlled television, and I'm probably being too generous. In reality it's probably more like everyone has a remote controlled television. Do you really think people are that lazy that they won't switch the channel to better news considering they don't have to get up to switch it? I have my own personal favorite as well, and when 11 o'clock comes around, if I'm watching television, I'll switch the channel no matter what channel the 10 o'clock show I was watching was on.
Currently, all of the best shows are on CBS and FOX. The only show I watch on NBC is
30 Rock, and I don't watch anything on ABC. I've watched
The Jay Leno Show twice now, and to be honest, it's not all that different from his
Tonight Show, it's just on at 10 o'clock. Leno is a likable, funny guy, and I've generally enjoyed his show. However, like most people, my decision on which late night show to watch is completely dependent upon the guests for the evening, but there have been numerous times where I would watch Jay's monologue and then switch over to Letterman for his guests--and vice-versa.
I think what's really hurting NBC right now is
Hulu. With the invention of Hulu, you can watch all the shows you want to watch on a given night, and then if there was something on NBC or FOX which was competing, you can watch it the next day on Hulu. Since Hulu is a deliberate venture between NBC and FOX, they can't really blame anyone but themselves for it. However, it's obviously playing a part, because it recently hit the media that they're discussing charging for access to Hulu.
Of course it doesn't help that NBC just made some really bad choices in their Fall Lineup. So bad that they ended up having to bring
30 Rock and
Chuck back earlier than scheduled to make up for it. Just the cancellation of
Life was ridiculous. It was a good show with great writing, and I know a lot of people who really liked it. They could have easily given it a better slot and pulled the ratings up, but they chose to cancel it, along with several other shows, so they could save a buck and try their new experiment with Leno. Unfortunately, these are times when you have to try to play it safe, and they may well end belly up before this experiment is over.
As for the affiliates, it's very easy to try and blame NBC and Jay Leno, but the simple truth of the matter is, if they want people to watch their 11 o'clock news, then the burden is on them to make better news programs. NBC can't be blamed for that.