From the new TV Guide, dated April 5-11~
WHY LENOS' BACK ON TOP "Jay's a very hands-on person and will work it to re-earn his stripes" Joanna Jordan, president of Central Talent Booking~
The "Tonight Show" viewers were treated to an atypcal guest when the notorious press-shy Simon Cowell landed on Jay Leno's couch March 8. The sharp tongued "American Ieol" judge, who loathes talking about his personal life, riffed on Idol, Paula Abdul and even his new fiancee "Cowell hates doing these shows", says an insider familiar with the booking" "By, Jay really, really wanted him, so he used a personal connection to make it happen" This kind of hustle by Leno and his team is helping him get back on top of the late-night ratings after the failure of the 10pm "Jay Leno Show". That's no small feat, considering Leno's image problem after taking "The Tonight Show" back from his successor, Conan O'Brien, only nine months after he left. Reclaiming his old slot made the once-beloved funnyman look like a sore loser [not to mention the butt of late-night jokes and negative Twitter posts]. Add to that the ratings hole left for him--viewership fellby almost 50% during O'Brien's tenure--and Leno's climb to No.1 is nothing short of miraculous. since he took back the 11:35 Tonight slot on March 1. an average of 4.9 million viewers have tuned in to Leno, leaving David Letterman in 2nd place with an average of 3.7 million, according to Nielsen. Leno's also winning in the 18-49 demographic coveted by advertisers:for the week of March 15, Leno had 1.5 million viewers versus 1.2 million for Letterman. Leno's success is helped by the fact that since NBC reinstated dramas at 10pm, viewership in that time period has increased by more than 2 million, giving the Tonight Show a stronger lead-in than it had during O'Brien's reign. But Leno still had to work on his image. He acknowledged "The Jay Leno Show was a horrrible failure, offering his mea culpas to the nation on the "Oprah Winfrey Show". Then he showed he still has a sense of humor by poking fun at himself in a Super Bowl commercial with Letterman and Winfrey. Bu Leno had a lot of ground to make up with his mopvie stars, vocal in their sympathy for the plight of O'Brien, and TV actors and writers angry at him fr moving to 10pm in the 1st place. "There's alot of resentment from people in the industry for Leno taking over five hours of prime time", says Robert Thompson, director of the Bleier Center for Television and Popular Culture at Syracuse University" "Writers considered him some sort of parasite who was going to suck the life out of prime time" So he and his team did what anyone with 'bad buzz' in Hollywood does:They began schmoozing. His Los Angeles based bookers, worried he might have trouble attracting A-listers according to one cable-network rep, wined and dined celebrity publicists in New York in February in an effort to get their clients on the show. Leno even took to calling stars himself to get them on his couch, according to a few sources. One mega-star, who didn't even have a project to promote, visited during Leno's first week after a Tonight booker told the star that Leno personally requested the appearance, says the stars publicist. "The booker called and said Jay was picking his lineup for the first week, and the star was one of the people he really wanted" "You have to respect the level of effort, energy and work Jay puts into it", says president of Central Talent Booking Joanna Jordan, who booked Jimmy Kimmel Live for 5 years [posted on top] Despite his recent woes, Leno's worn the late night crown for nearly 15 years, and that means something with celebs and their reps. "We're not talking about somebody new with Jay", says Howard Bragman, chairman of Fifteen Minutes, which reps such stars such as Anna Kendrick, Benjamin Bratt & Mario Lopez. "In the end, we're going to put our clients where it's the most appropriate,where they're comfortable, and where we have the best relationships" And, of course, where they'll get the most eyeballs. Even with early ratings being triumph, Leno-and every other late-night host-will have to continue to work and sign up the best guests. "It's going to be ber intense, Jordan says. "The most exciting chapter in late night is beginning. There's definitely a turning point, and everyone is paying very close attention. This is a powerful moment~
Anne Becker.. TV Guide writer~