CBS Launches Leno Counterattack
Offers affiliates "Project L.E.N.O." to thwart Jay
By Michael Malone -- Broadcasting & Cable, 6/26/2009 12:18:30 PM
CBS sees opportunity when the 10 p.m. The Jay Leno Show debuts on NBC in the fall, and is looking to maximize it with what it calls "an aggressive, multi-tiered local market campaign" to boost its affiliates' performance at 10-and in late news."Project L.E.N.O. (Late Prime Enhanced News Opportunity)" is a "tool kit" of materials CBS is offering stations, including "sponsorable broadcast spots and behind-the-scenes vignettes, sponsorable web banners and tagable radio spots." CBS says the package also includes an "affiliate swap spot" to promote 10 p.m.
"As the face of network television changes this fall, 'Project L.E.N.O.' will help our stations capitalize on this opportunity in the 10:00 PM hour," said CBS Marketing Group President George Schweitzer. "Our marketing group loves acronyms...and ‘Project L.E.N.O.' says it all."
Talkback
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Seems to me if your project is to defeat Leno then you shouldn't name it with an acronym LENO. It would be like calling the US effort "Quest to Arrest and Eliminate Destabilization in Afghanistan" or QAEDA.
With this brain trust, no wonder these local stations are losing eyeballs.
Andre - 6/29/2009 12:42:35 PM EDT
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