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Article: Whatever the ratings, Leno's show is the future of broadcast; Cheap, live TV may be sustainable alternative to sitcoms, dramas.(NEWS)(National Broadcasting Company Inc.)
- Article from:
- Advertising Age
- Article date:
- September 21, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: BRIAN STEINBERG
NBC's "The Jay Leno Show will likely have some of the smallest ratings on broadcast TV's primetime this season. And yet it's probably the most important show of the year.
Mr. Leno symbolizes the new and heartbreaking reality of broadcast-network TV: Large numbers of viewers are moving from big, broad media venues to those that are more personalized, and often found online. That means NBC and its rivals may no longer be able to garner the audiences the allowed them to create hours and hours of dramas that cost tens of millions of dollars to produce each week. Mr. Leno's program may not be a huge hit on the order of "The Cosby ...