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Leno's show tweaked to thwart ratings slide

NBC

Some of Jay Leno's more popular gags, such as "Headlines," will move to the top of the show rather than having them at the end.

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By WALT BELCHER | The Tampa Tribune

Published: November 11, 2009

As ratings for "The Jay Leno Show" continue to slip, NBC and Leno are tweaking the format, according to a report in the trade publication Broadcasting & Cable.

This week Leno began moving his signature gags such as "Jay Walking" and the wacky "Headlines" from the end of the show to the first half of the show.

This may seem like a slight tweak but NBC and Leno made a big deal this summer about having the most popular segments at the close of the show to provide a strong lead-in for local newscasts on NBC affiliates.

Apparently that strategy is not working because the second half-hour of the program loses viewers.

Leno has maintained that his new show is not the same as his version of "The Tonight Show" but just moving a few gags around, giving up the desk and adding a celebrity race track hasn't made it look fresh.

Now the first half hour of "The Jay Leno Show" is becoming identical to the first half hour of his old "Tonight Show."

A spokesperson for NBC told B&C that the "Headlines" gag will be toward the front of the show again on Monday (Nov. 16). Other episodes will feature a retooled format as well, with certain comedy bits and interviews appearing earlier or later than they have in the past.

Leno's ratings have continued to decline on certain nights. Monday he tied with the series lowest numbers – a 1.2 rating (3.97 million viewers) in the 18-to-49 age demographic.

Meanwhile, an AOL Entertainment online poll that drew 335,000 responses found that 74 percent said they never watch Leno.

Rival David Letterman came in as the most popular pick by 45 percent of voters, followed by Conan O'Brien (22 percent), Craig Ferguson (15 percent), Jimmy Kimmel (12 percent and Jimmy Fallon (6 percent).

Reporter Walt Belcher can be reached at (813) 259-7654

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