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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 Leno move shakes up U.S. television Thu May 28, 2009 4:48pm EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Jill Serjeant LOS ANGELES (Reuters) - Jay Leno, the popular late-night host of NBC's "The Tonight Show," bows out of his 17-year run on Friday and heads for prime-time television in a major shake-up of U.S. network programing. Leno's tenure as the wisecracking, five nights-a-week host of America's top-rated late-night talk show has spanned four presidents and produced landmark shows. California Governor Arnold Schwarzenegger announced his candidacy on Leno's program in 2003. But the 59-year-old comedian will need to keep his wits about him when he returns to struggling NBC this fall in an earlier time slot, pitting his stand-up humor and couch of celebrity guests against some of America's most-watched drama series, including the powerful "CSI" crime franchise on CBS. "It is a courageous thing to take an icon on late night and move him into prime time," said Dick Lippin, CEO of entertainment and marketing group The Lippin Group. "With Jay Leno, you have a higher probability of success than with other people. The question is, what will Leno have to do in order to make it appointment television at 10 p.m.?" Leno's move from the 11:30 p.m. to 10 p.m. time slot will make his one-hour "The Jay Leno Show" the first such program to air five nights-a-week in U.S. prime time. The period runs from 8 p.m. to 11 p.m. and typically draws the highest numbers of viewers, making it a lucrative advertising draw. Leno has barely begun work on the new show but has said it will be similar to his "Tonight" format of an opening comic monologue, celebrity guests interviews, and popular segments like "Jaywalking" in which he jokes with people on the street. "ECONOMIC DECISION" The change will save NBC millions by avoiding production of a costly TV drama when its track record at mounting hit shows has lagged rivals. It is the lowest-rated network of the four major U.S. broadcasters in an already struggling industry. "This is not a decision we went into lightly. ... All the research came back that people wanted some comedy and we thought earlier was a good idea," Leno told reporters. "This is an economic decision as well. We can do five shows for less money than we can shoot any one of these 10 p.m. dramas. Moving the program also gives NBC a star with a built-in fan base -- "Tonight Show" averages about 4.8 million viewers per night -- but Leno will need to build upon that to compete. Top-rated 10 p.m. drama "CSI: New York," part of CBS' CSI crime show franchise, easily brings in more than twice that many viewers. "Do I expect to beat (the opposition) the first week we're up against each other?. Probably not. It would be nice, but I'm a realist. This is the long haul," he said. The new time slot will have Leno going head-to-head against Fox's science-fiction series "Fringe", ABC's medical drama "Private Practice", "CSI: New York" and "CSI: Miami" on CBS, as well as edgier drama on cable TV, where shows such as "Damages", "The Closer", "True Blood" and "Entourage" have won awards and adult audiences. "It's going to be really tough to do this kind of program night after night against a lot of scripted fare," said J. Max Robins, executive director of The Paley Center for Media. Continued... View article on single page Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: Judge says Boyle threatened to quit Also On Reuters Full Coverage: Avalanche of health costs for uninsured Microsoft revamps search engine, dubbed "Bing" Commentary: Fearing the supermen of Guantanamo More Entertainment News Judge says Boyle threatened to quit | Video Steve Martin hits U.S. chart with banjo music Dr. Dre debuts "Detox" in Dr. Pepper ad Producer recruiting military for film projects Tom Sizemore arrested on drug warrant More Entertainment News... Related News FACTBOX: Jay Leno's 17 years with "The Tonight Show" 28 May 2009 Editor's Choice Slideshow A selection of our best photos from the past 24 hours. Slideshow Most Popular on Reuters Articles Video Roubini says U.S. economy may dip again next year Russian police find feral girl in Siberia South Korea worries North may take more action | Video Jay Leno's late-night switch a savvy move for NBC Judge says Boyle threatened to quit | Video Iacocca losing pension, car in Chrysler bankruptcy GM bankruptcy looms after bondholders back deal | Video U.S. minimum wage hike a stimulus to economy: report Swazi MP apologizes for HIV branding proposal Jail town unruffled by Gitmo prison transfer Most Popular Articles RSS Feed Video GM inches closer to bankruptcy Obama assures Abbas on statehood Quake strikes Honduras Talk of the Town - Pressure on Boyle GM bondholder group agrees to deal A question of settlements From war relic to reef Passer-by pushes suicide jumper GM wins over bondholders N.Korea faces UN sanctions Most Popular Videos RSS Feed We want to hear from you Join the Reuters Consumer Insight Panel and help us get to know you better Please take a moment to complete our survey Reuters.com: Help and Contact Us | Advertise With Us | Mobile | Newsletters | RSS | Labs | Archive | Site Index | Video Index Thomson Reuters Corporate: Copyright | Disclaimer | Privacy | Professional Products | Professional Products Support | About Thomson Reuters | Careers International Editions: Africa | Arabic | Argentina | Brazil | Canada | China | France | Germany | India | Italy | Japan | Latin America | Mexico | Russia | Spain | United Kingdom | United States Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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