At NBC, There Is No Script For Success

The new NBCUniversal2.0 plan is The New, New Paradigm, NBC said, because broadcast networks have to cut back on the hours of prime time they program in response to viewers being pulled away by things like the Internet and recorded shows on DVRs.

"Can we continue to broadcast 22 hours of prime time? Three of our competitors don't," NBC Chief Jeff Zucker told the annual UBS Global Media and Communications Conference in Manhattan, hours before the Leno announcement. Yes, Zucker referred to MyNetworkTV as a "competitor."

"Can we continue to broadcast seven days a week? One of our competitors doesn't, " he added for good measure -- a nod to struggling-to-survive CW, whose execs were, I'm sure, flattered.

Leno's show, while sure to average much smaller numbers than scripted programming in the 10 p.m. hour, will cost a fraction of what NBC was shelling out to produce five weekly drama series. Leno's show will also produce more original episodes than is typical for a drama series. But Leno's show lacks the afterlife of a scripted hit -- no syndication, no international market, no full-series DVDs.

Shortly after the announcement, Jeffrey Immelt, CEO of NBC-parent General Electric, cited the Jay Leno "strip" as an example of how all GE divisions are finding low-cost ways to boost margins; he called it a "margin enhancer." CBS called it "a godsend," given that it does well at 10 p.m. with procedural crime dramas and now has less competition; ABC must also be pleased, though perhaps still a bit miffed that it did not manage to snag Leno for its late-night schedule.

Ironically, NBC's act of desperation will frame the conversation for Winter TV Press Tour 2009. Bet the farm that each network's programming chief will be asked, during their Q&A session, what they think of NBC's Leno programming move and what they are doing to similarly slash their programming costs. It's The New Paradigm.

Tomorrow: ABC, the do-over network.