Jay Leno's
Tonight Show on NBC is mainstream, innocuous television fare. Its satire is simplistic, its format predictable and uninspired, and its host well-intentioned, but dull-witted. It's everything that's wrong with TV and makes its lower-rated and similarly creatively-challenged late-night rival David Letterman's
Late Show seem downright edgy.
It seemed like a progressive passing of the torch to a funnier, smarter generation when Conan O'Brien was announced as the ascendant host of the
Tonight Show back in 2004.
The former
Saturday Night Live and
Simpsons writing veteran always had better guests with a more worldly New Yorker taste and more culturally astute humor but still had a great dose of lowbrow "for me to poop on" humor—a la Triumph the Insult Comic Dog and the Masturbating Bear. It still was the brainier companion that reliably followed the "everyman friendly" Leno fair of the previous hour.
I looked forward to it being the lead flagship late-night show talk show on NBC when Leno moved on next year, and was disappointed with the announcement that Leno is receiving a new 10 p.m. timeslot to basically rehash his tired
Tonight Show schtick with a new talk show on NBC. Conan O'Brien once again plays second fiddle to the creative and intellectual vacuity that has been the
Tonight Show for its tired 16-year run.
Let me get this straight... NBC is programming Leno from 10 to 11 p.m., with local news following, then the new O'Brien-hosted
Tonight Show from 11:30 to 12:30, followed additionally by Jimmy Fallon's new
Late Night slot from 12:30 to 1:30. Over three hours of late-night talk show format every night?! Are they crazy?! I don't care if Jimmy Fallon recruited The Roots to be his house band or not. It's too much!
While O'Brien and Letterman have continually showed their talent as producers and writers of other comic properties, like sitcoms, movies, and other late-night shows, Leno has been content to mostly treat his
Tonight Show gig as a mere hosting duty with weak creative chops and little appetite for originality. In fact, Leno plans to use the same tried-and-true formula for developing the show for his new, earlier timeslot. Boring!
Clearly, a major recession doesn't feel like the time for a revenue-challenged media company like NBC-Universal to take risks. I get it. But it also feels like NBC-Universal is also conceding that broadcast media is a dying industry by not reinventing its content to appeal to a new audience. Scripted television is at risk, even though a few shows buck the trend. It's easier to expand the late-night talk show format into the final primetime hour than develop five nights of shows that statistically have little chance of becoming the next
ER.
Media watchers have compared this milking of a tired vehicle to the four-night-a-week overdose ABC unleashed to viewers when it made Regis the hardest-working man in show business, saturating its weeknight primetime lineup with
Who Wants to Be A Millionaire back in 2000. The strategy bored viewers within a year and cost ABC big-time. This is a little different, but it highlights the risk of boring viewers who are already lured to a plethora of non-major-network, let alone non-TV, entertainment options.
Hard times challenge all companies to reinvent themselves. Look at the glacial evolution of the US automotive industry finally being jarred into taking action and forced to reinvent itself to once again be relevant. It's either take risks and possibly fail... Or take no risks, still possibly fail, and worse than anything, continually lose the fight for fresh new audiences and imaginations. In these challenging times, NBC tried to take the no-brainer/no-risk approach. Sadly stupid won this round at NBC, and the American viewer—and ultimately NBC—will lose out in the longer-term.