In a move to head off rebellious local affiliate stations, NBC issued an ultimatum Friday.
NBC Universal announced that Boston's NBC affiliate WHDH-TV must show Jay Leno during the 10 p.m. (9 p.m. central time) time slot or lose their affiliation with the NBC network.
Fears about Leno going from late-night to prime time have been decreasing with local affiliates since the initial announcement about the move was made. Much of the concern that remains is over whether or not Leno can hold viewers through the entire hour. In response to the worries, the NBC affiliates board is currently working on a study to determine what the effects of the move will be on viewers and ratings. It is unclear whether the network will take into consideration the results of the study. This is not the first disagreement that the board has had with NBC. Previously, it has battled with the network because of concerns by local affiliates that NBC has been unable to provide effective lead-ins to their 11 p.m. news programs. Despite the concerns, according to NBC no other stations have expressed any intent of not airing Leno.
The disagreement between WHDH and NBC shows the discontent that can exist between networks and local affiliates. Ultimately, both sides have valid arguments to make. First of all, WHDH is concerned that Leno in prime time will fail to lead viewers into their nightly news program, which would cut profits for the station. This could possibly lead to the station being forced to make cuts, or worse case scenario, go out of business. When looking at it this way, it seems local affiliates should be able to reject the program and go with a news cast in the time slot.
However, NBC Universal will be on a very slippery slope if it allows this to occur. The network should be able to determine what programming is played during prime time. This should include the decision to move Leno to the new time slot. Regardless of whether or not NBC has the right, the network was lucky that this battle occurred in a market where they were able to issue an ultimatum with little fear of losing an entire market of viewers. NBC officials cited WNEU-TV, the local affiliate of Telemundo, as a possibility for running NBC programming if it was necessary to remove WHDH's affilation.
It seems unlikely that WHDH will actually follow through with not running Leno and lose their affiliation. Regardless of what does happen, all local affiliates and NBC Universal will be holding their breath when Leno premieres in prime time with the local stations waiting to see if the show pushes viewers into the late night news and the network to see if its cost-saving move will pay off.
