CBS Launches “Project L.E.N.O.” for Affiliates to Counter Jay

An acronym-centric story from Broadcasting & Cable…
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. Full article…