Jay Leno to lose their audiences to DPR Machine

Lost NEW YORK - The majority of the viewers in prime-time NBC, where Jay Leno was moved to the primetime, not to his rivals away, but the digital video recorder. Rival network executives seemed almost giddy at the opportunity last spring after NBC announced Leno that would make a comedy, five nights a week to 10 h. There will be more available to viewers "for people to make great plays, "said Leslie Moonves, CBS CEO," and that's what we do. " It was not quite so. NBC audience at this time drop sharply, as many predicted. CBS is up 6 percent from last season, mainly because it is established by the hit series "The Mentalist" is at this point in three of five nights, the audience down. ABC is also slightly down at this hour, and it was not exactly overwhelmed with visits in the last year. With one third of U.S. television households with digital video recorders like TiVo, time, and 10 h, is always a very popular time for people to catch what they missed earlier in the evening or earlier in the week. Here's some math: NBC lost an average decline of 1.8 points for household ratings by 10 clock compared to 2008, according to Nielsen Co. is also the use of DVRs - which is also measured, Nielsen - is 1 , 4 points at this time. "The phenomenon DVR a little higher than we thought," said David Poltrack, chief executive of research for CBS. Later For example, many people now the CBS "CSI: Crime Scene Investigation" on Thursday at 9 am, band NBC Gray's Anatomy "at the same time, then look at the medical soap for an hour, he said. You can band "The Mentalist" (Thursday, 10.) for later viewing. A victim of the "increasing use of DVRs is that on Friday evening, the house of" Medium "and" Ugly Betty "TV was a wasteland because so many people catching up programs they missed during the week. DVR playback important programs but not as a precious asset for the networks, since the audience the opportunity to advance quickly in advertising have. "They would rather have a live audience a reading public," said Poltrack but would you rather have a readership than nothing. "NBC will be satisfied, no new viewers can get it to Leno. Here's how the neighborhood is rough in Primetime: Leno was generally welcomed the king of the TV monitor late at night this spring and is now a punching bag, with roughly the same number of people. But the standards are already higher in the night. Leno was to judge with stories of experiences to one CBS and NBC flooded hec query if the network PU ll the cork. Some worry that NBC affiliates fall 28 percent listen to the NBC, at 10 (until mid-November) at depressing the ratings for local newscasts that follow Leno on the calendar, and they are essential to the budgets of these stations. Admit Bob Prather, president of Gray Television, owned by 10 stations of ABC, said in a conference call with analysts that the experience has failed Leno that NBC is not ready. "They played said," Marc Berman, analyst for Media Week Online. "It was the biggest risk I've ever seen on a network in the history of television. They played and they lost." NBC has publicly said that Leno needs to reach an audience rating of 1.5 in its target audience of 18 to 49 years old viewers for the network to make a profit. During the first 40 shows Leno, the ratings fell below this number 10 times and tied it five times. Leno remains a surprise to many people in the industry recently said in an interview with Broadcasting & Cable that he preferred to show in his late-night "Tonight" slot would now occupied by Conan O'Brien. He also said he liked it, an outsider. "Emotionally, I can picture the body throughout the day and it does not really bother me," he told the magazine. And he speaks. Glenn Abel, a critic for the wrap-site, wrote that he saw all the shows of Leno and he's thinking better than most people. "Total is" The Jay Leno Show "even funnier than" Saturday Night Live "and the show is often entertaining in its time slot," says Abel. In recent weeks, it seems that Leno has taken down in the ratings and stabilized. The exhibition brings together some small dynamic on Tuesday night, when a lead-in from "The Biggest Loser" leaves more potential viewers. NBC had no indication he is ready to pull the plug because, as he shows himself for the night. (Business-not discuss network provided The Associated Press on Leno show.) Reduction to one or two evenings a week would be an admission of failure. There are so many complications: NBC has paid Leno go? Is it undercut O'Brien after paying him millions and the displacement of his show on the West Coast? "I think they have to (ride it out), because I do not think they have a backup plan," said Shari Anne Brill, analyst for media buyer Carat USA. "What they should instead?" ___ Http: / / www.nbc.com On the Net: http://www.cbs.com http://www.abc.com ___ EDITOR'S NOTE - David Bauder can be reached dbauder "at" ap. org