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More dysfunction at NBC (CMCSA): The network is reportedly discussing an exit plan for Jay Leno...

More dysfunction at NBC (CMCSA): The network is reportedly discussing an exit plan for Jay Leno which would see the entertainer give up his late-night time slot. Leno hasn't been helping his cause by calling out the ineptitude of NBC execs and the network's ungraceful fall to 5th place in the ratings. The bigger picture: Look for Comcast to make same big changes at NBC and potentially raise the stakes in the licensing of its streaming content. (Previous: The lure of SVOD profits)
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Comments (3)
  • Joe2922
    , contributor
    Comments (436) | Send Message
     
    Leno has so much money he is fearless and can say whatever he wants to say. His monologues are well-written and funny, canned jokes via formula, anyone can write them. English is ripe for humor with so many double-meanings and homonyms.
    19 Mar 2013, 09:04 AM Reply Like
  • JOSHRNR
    , contributor
    Comment (1) | Send Message
     
    Broadcast is now narrowcast. TV shows [programming / content] each speak to very different viewer segments [clusters] which should tell the Comcast [i.e. NBC brass] that going after a broad demographic target is not as effect as capturing a psychographic segment.

     

    An excellent case in point is Jimmy Fallon who has carved out a credible niche with contemporary music + in-the-flow humor that works. General, large scale audience entertainment is really a 'dead' model.

     

    Sports is truly the best way to speak to a large demographic and make it pay a handsome dividend. It is expensive, but the ROI can be achieved in short order.

     

    But other broadcast TV programming is no longer effective to attract a 'broad' audience. Now it is all about a more 'narrow' mindset.

     

    Yes, occasionally a TV series, if it can stay on the air long enough, will grow a broader audience with 'eventual' word of mouth.

     

    Certainly NCSI and Law & Order are two [2] prime examples. But 'narrow' casting is the deal way to capture a truly dedicated audience.

     

    And being given the time to do it right is key. Also 'binge' viewing is also coming to life. Witness Netflix's "House of Cards" getting the viewer to watch 13 hours of programming in one sitting and then craving for more. Or "Breaking Bad", being discovered 5 years after its original pilot and now gaining significant interest with new viewers just now discovering it and 'binge' watching four hours per day or more to get caught up.

     

    The TV programming landscape has changed. The big broadcast networks would be wise to look at narrowcasting programming and sell Nielsen to re-tool their research model to get more in line with the real world sensibilities of what a TV program will deliver and not be confused that a show will not ppeal to a large audience like it did during the original Aaron Spelling days of Dallas and the like.
    19 Mar 2013, 09:23 AM Reply Like
  • rjhodek
    , contributor
    Comments (4) | Send Message
     
    Leno could be the least of their problems. They seem to have revised their business model for cable to one wherein the customer is nickled and dimed without warning. This is easily resolved when the customer discovers it and then moves to a different provider. Very shortsighted of management.
    19 Mar 2013, 03:40 PM Reply Like
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