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Leno's Back: 'Prepare for War'

Comedian's return comes at sensitive time for O'Brien, scripted drama

By Wesley Oliver,  Newser Staff

Posted Sep 13, 2009 11:10 AM CDT

(Newser) – The premiere of the much-ballyhooed Jay Leno Show tomorrow night could revolutionize network television, thrilling Hollywood publicists and advertisers—or produce a stunning commercial embarrassment for NBC. Either way, "prepare for war," Guy Adams writes in the Independent. Leno’s rather noisy return to American television comes at a sensitive time for his struggling successor, Conan O’Brien, and for scripted dramas. Leno’s first week alone will include appearances by Jerry Seinfield, Jay-Z, Tom Cruise, Halle Berry, and Miley Cyrus.

“Network television has been about winning the ratings battle,” says Hollywood Reporter’s Alex Block. “That's not what Jay Leno's about. He’s about making money.” But even though advertisers are paying NBC roughly half of what they would pay for a 30-second spot during a scripted drama, Leno must be careful not to appear low-rent, Block says: “If you’re the town whore getting rich, are you really going to be respected by the people in church?”

Jerry Seinfeld will be the first guest tomorrow on NBC's The Jay Leno Show.
Jerry Seinfeld will be the first guest tomorrow on NBC's "The Jay Leno Show."   (AP Photo/Chris Weeks, file)
Jay Leno performs during the Jay Leno Comedy Stimulus Plan show at the Roberts Centre in Wilmington, Ohio, earlier this year.
Jay Leno performs during the Jay Leno Comedy Stimulus Plan show at the Roberts Centre in Wilmington, Ohio, earlier this year.   (AP Photo/David Kohl, File)
Conan O'Brien is interviewed by Jay Leno during Leno's final taping as host of The Tonight Show.
Conan O'Brien is interviewed by Jay Leno during Leno's final taping as host of "The Tonight Show."   (AP Photo/NBC, Paul Drinkwater)
Comedian Jay Leno performs during the Jay Leno Comedy Stimulus Plan at the Roberts Centre in Wilmington, Ohio, earlier this year.
Comedian Jay Leno performs during the Jay Leno Comedy Stimulus Plan at the Roberts Centre in Wilmington, Ohio, earlier this year.   (AP Photo/David Kohl)
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If he can make big enough profits, NBC will be fine with him. But he has to be careful. If you're the town whore getting rich, are you really going to be respected by the people in church?
- Alex Block, the Hollywood Reporter

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COMMENTS
Showing 3 of 3 comments
Ucantusethatname
Sep 14, 2009 1:14 AM CDT
I'm betting that Leno's show won't last long. He's a superb stand-up comedian. But after saying that, his talents are few. All the things that Carson could do well, Leno does poorly (e.g., interviews, sketch comedy). Steve Allen, where are you now that we need you?
Forderon
Sep 13, 2009 4:33 AM CDT
Leno is a clown for screwing Conan the way he did. In 2004 he said "Conan, it's all yours" and made him wait 5 years to get the show. Then when he finally gets it, Leno comes right back and takes another show right before Conan again. What a complete dick move.
memphibian
Sep 13, 2009 4:15 AM CDT
If there's no good "real" show on at 9:00 (central) then I'll take a look at leno. Otherwise, I'm sticking with Crime Scene Drama.

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