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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Entertainment > Article Home Business & Finance News U.S. Politics International Technology Entertainment Film Music People Television Arts Industry Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Late-night wars heat up in countdown to "Leno" Fri Aug 14, 2009 5:46am EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Matthew Belloni and Nellie Andreeva LOS ANGELES (Hollywood Reporter) - Who will Jennifer do? It's a question that might have big implications for the late-night TV landscape. With the debut of NBC's "The Jay Leno Show" a month away, the late-night wars are coming to a fresh boil. Jennifer Aniston is one of the first A-list stars to have a movie opening after the September 14 bow of "Leno," and her choice of couch to promote the romantic comedy "Love Happens" might foretell a shift in the ultra-competitive world of talk-show booking. Or at least "Leno" producers hope so. During the past two weeks, they quietly have hosted teams from the town's top public relations firms for a tour of the new studio and a presentation touting promotional opportunities for their clients. The 10 p.m. show technically won't compete with traditional late-night offerings and will feature a slightly different format, but it is being treated as such a show for the purpose of booking top guests. "The message was made clear: 'We'd like you to do our show first,'" says a top PR rep who attended a "Leno" pitch session but did not want to be named because she books clients on all the shows. PLAYING-FIELD CHANGES For years, the late-night booking hierarchy was relatively settled. NBC's "The Tonight Show With Jay Leno" and CBS' "Late Show With David Letterman" battled for A-list guests for their 11:30 shows. ABC's "Jimmy Kimmel Live!" had success with talent catering to a younger, male-skewing audience, and 12:30 hosts Conan O'Brien and Craig Ferguson were more flexible with invitations. Now, with O'Brien inheriting "Tonight" and Jimmy Fallon installed at "Late Night," the addition of "Leno" has opened a new front in the booking wars. "I've never seen it like this," says a late-night insider of the jockeying to secure guests. "Now people are being much more strategic, and they are planning it out far more in advance." NBC is in a particularly interesting position, competing not only with CBS and ABC -- and, to a lesser extent, with cable outlets like Comedy Central's "The Daily Show With Jon Stewart" -- but also between its own O'Brien and Leno shows. Although the personal relationship between the current and former "Tonight" hosts is said to be friendly, Leno acknowledged the competition last week at the Television Critics Association's summer press tour. "Will we fight like cats and dogs to get the guest? Yes," Leno said. "But that doesn't mean you don't like each other. It's a game." A game with high stakes: Viewers often tune in to talk shows based on the tease announcing guests. One great guest, Hugh Grant in 1995, turned around Leno's fortunes at "Tonight" and propelled him to the late-night ratings lead. 'LENO' THE WILD CARD With O'Brien and Leno attempting to establish themselves in new roles, scoring top talent is considered crucial. That's why the producing teams on both "Leno" and "Tonight" are acting aggressively. NBC declined interview requests, but insiders downplay a potential booking rivalry, pointing to the longtime close relationship between "Tonight" executive producer Jeff Ross and "Leno" executive producer Debbie Vickers. The two coordinated guest bookings for years when their hosts were on "Late Night" and "Tonight," respectively. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Christie's to sell producer Merchant's collection Also on Reuters Blackstone's Schwarzman tops U.S. CEO payroll: study Obama westward bound with healthcare message Late-night wars heat up in countdown to "Leno" More Entertainment News Legendary guitarist, inventor Les Paul dies, age 94 "District 9" touches down Toronto fest adds Portman, Bening films to lineup Guitar heroes in tune for "Loud" music documentary "Rings" director Peter Jackson moves on to "District 9" More Entertainment News... Editor's Choice Slideshow A selection of our best photos from the past 24 hours. 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