Just received this e-mail –
“Hi Scott,
After reading this post (criticizing CNBC for canceling Donny Deutsch’s ‘The Big Idea’ program), I wonder what your thoughts are regarding NBC’s decision in June 2009 to replace their 10PM (Eastern) timeslot now filled with Law & Order, Law & Order SVU, and ER (and whatever is on Monday/Friday) with the Jay Leno Show five nights a week?
Thanks,
John”
Thanks for the question, John — I appreciate it! And, I think NBC is on a roll…here’s another bad choice (in my opinion)!
As I was doing the research for “Collapse of Distinction,” it became clear that what our parents told us about “familiarity breeds contempt” just isn’t quite true. Instead, “familiarity breeds COMPLACENCY.”
When we have unlimited opportunities to partake in something, we don’t hold it in contempt — we, instead, take it for granted. And, while the late night format with a host that holds the job for decades has been the gold standard in that time slot, to have one person tie up that much prime time programming is an approach that I don’t believe will work — and will do serious harm to a network already in fourth place!
I like Leno…have seen him do stand-up at Indiana University and in small comedy clubs before his career went through the roof. I admire his work ethic…and, my best friend, Tim, admires his car collection. However, too much of a good thing…is still too much!
Leno is #1 in late night — but, he’s competing against Letterman, “Nightline,” and local station “Seinfeld” and “M*A*S*H” reruns. I think he’s going to have an infinitely tougher time against, “C.S.I.,” “Without A Trace,” and even “Monday Night Football” on ESPN.
Here’s the other problem, as I see it — he’s announced that he’s going to replicate the features from “Tonight Show.” One of the points our research uncovered is that people desire improvement and advancement — not the status quo! While you might have it on in the background as you’re getting in bed…I think it is another thing altogether at 10PM. Consider this: One of the reasons that NBC chose Leno over Letterman was GE management’s concern that Dave wouldn’t appeal to the “very different” audience at 11:30, as opposed to his then “Late Night” timeslot of 12:30. So…why assume the 10PM audience wants the same show as the 11:30 one?
Finally…when you think of the mega-stars of all time, one point they have all had in common, from Elvis to Madonna, was precise, and limited, amounts of broad exposure. Elvis wasn’t on every television show…and neither is any other superstar. When you are over-exposed, the audience grows very tired of you — very quickly.
Look at the comedians who have lasted on television for a long time — and even then only on a weekly show — like Bob Newhart, Jack Benny, and Kelsay Grammer’s “Frasier.” All of them weren’t actors, as much as RE-actors. They let supporting characters be outlandish, and come and go…they reacted to the crazy antics. These comic geniuses let the others be the overbearing ones…and we would tune in each week to see their responses. “Bob & Tom” of radio fame do the same. They both are really sharp, humorous guys. Yet, they’ve had remarkable — practically historic — longevity on radio because they are most frequently reacting to the supporting cast…not always grabbing the spotlight.
Leno has never struck me like that. Letterman has said the main difference was that his (Letterman’s) background was in broadcasting — where you are trained to let the guest run with the ball — as opposed to Leno’s background in comedy clubs, where you always wanted center stage. I think he’s right.
At the end of the day, this is all about two things: First, NBC affiliates would have been in revolt if Leno would have been allowed to defect to ABC and build a show over there that killed the “Tonight Show with Conan O’Brien.” Second, it’s a heck of a lot cheaper to produce five nights of Leno yakking than just one night of “My Own Worst Enemy.”
As I write in the upcoming book, differentiation alone is NOT the answer. If I slap every customer in the face, I have now differentiated myself from the competition. However…it certainly doesn’t mean that it will gain me traction in the marketplace. I think NBC is trying to be different…just for different’s sake. That’s not a strong competitive decision.
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