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

By Andrew Gauthier 

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…