NBC's move to schedule Jay Leno at 10 p.m. is one wildcard the other networks hope will have little affect on their ratings. CBS, for one, is taking no chances, announcing the launch Friday (June 26) of "Project L.E.N.O.," a clever acronym that stands for Late Prime Enhanced News Opportunity, an aggressive multi-tiered local campaign to pump CBS' 10 p.m. programming.
Project LENO is essentially a toolkit for affiliates to help the stations promote the all-important 10 p.m. hour that leads into the all-important late news. The package includes sponsorable broadcast spots, Web banners, tagable radio spots, behind-the-scene vignettes and an affiliate swap spot to promote 10 p.m.
So important is the project, that the network plans to use all of its coop dollars for Project L.E.N.O.
"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 p.m. hour," said George Schweitzer, president of CBS Marketing Group.
CBS' programs slated for 10 p.m. include CSI: Miami, The Good Wife, CSI: NY, The Mentalist and Numbers.