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CBS Launches Leno Counterattack

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.

"As the face of network television changes this fall, 'Project L.E.N.O.' will help our stations capitalize on this opportunity in the 10:00 PM hour," said CBS Marketing Group President George Schweitzer. "Our marketing group loves acronyms...and ‘Project L.E.N.O.' says it all."

Michael Malone, senior content producer at B+C/Multichannel News, covers network programming, including entertainment, news and sports on broadcast, cable and streaming; and local broadcast television. He hosts the podcasts Busted Pilot, about what’s new in television, and Series Business, a chat with the creator of a new program, and writes the column “The Watchman.” He joined B+C in 2005. His journalism has also appeared in The New York Times, The Philadelphia Inquirer, Playboy and New York magazine.