Monday, January 18, 2010

The Worst is Yet to Come for NBC's Late Night


As if the current situation isn't bad enough, NBC now knows where the industry stands: Team Coco all the way.

The PR nightmare drowning "The Tonight Show" worsened thanks to the Hollywood elite at last night's Golden Globe ceremonies. Ricky Gervais's comment during his monologue was expected. Arnold's jab was quaint. But it was during the red carpet walk where barbs flew from some very telling sources.

In reference to the rain that was pouring from the sky yesterday afternoon in L.A., Tina Fey said it was "God crying for NBC." Fey is known for speaking her mind about the network that employs her. In an Emmy acceptance speech, she thanked NBC for keeping "30 Rock" on the air, despite its cost compared to a talk show -- a not-so-subtle jab at NBC's reasoning for giving Leno an hour of prime time every night.

But the bigger concern for the future of "The Tonight Show" came from two stars whose celebrity status is above the "A-list."

When approached by NBC red carpet "correspondent" (I use that term loosely), Julia Roberts and Tom Hanks double-teamed the network. Julia started with claiming NBC was "in the toilet" right now. Hanks chimed in with "NBC said the rain would start at 10pm, and then they moved it to 11:30."

While these might have come off cute little quips by two well-liked stars, there may be more there then meets the eye (ear?).

Last night's ceremony is a giant, red flag for NBC. The industry came out for Conan. They took it personally because it could've happened to any one of them. And it's true that the industry's general opinion usually doesn't matter in television, that's not really the case for a variety show. "The Tonight Show" works from a careful balance between guests and viewers, with the host in charge of keeping the balance. The host must remain consistent but guests create those "must-see" and "YouTube" moments. If the vibe stays, Leno may find himself scrounging for guests.

NBC is in major trouble. Unitl they're ready to invest time, creativity, and yes, money into their schedule, their ratings won't be moving much.

Best of luck, Comcast.