The Conan O'Brien vs. NBC dispute appears to have come to an end. Coco will leave the network and take a bit over $30 million, plus another $10 million paid to his staff, most of them who relocated from New York to Los Angeles to do the show seven months ago. It has been an entertaining couple of weeks for the rest of us, and like every other thing in America there has been a ridiculously amount of coverage and over exposure.
Jay Leno will be back as host of The Tonight Show in about a month, and we will see how audiences respond. I imagine that it will be be good for him despite what people may say. Whoever hates him with watch first because they want to see what he is going to do, and then people will simply forget the whole thing ever happened. He will probably be #1 again before the end of the year.
And Coco? Well, he most likely will have a new show on Fox. He will get decent ratings but trail both Leno and Letterman, at least for now. I would love if he does something new and better and wins the ratings but I doubt it. Besides, it is still not clear if he will be able to take his famous characters and bits to the new show ("Triumph, the insult comic dog" and "In the year 3000" are my favorites).
This was definitely a difficult situation for NBC, who has been dealing with difficult situations over the past decade since Seinfeld went off the year, followed by Frasier and Friends. They have not been able to find a winning strategy against CBS or American Idol and now they are really struggling. This is why as public as this situation became, I think most people are ignorant and simply jump to conclusions instead of trying to understand why NBC made this decisions.
Now, I'm not defending NBC or their management. I would have never done it this way. I just appreciate the fact that they tried something new. They already had struggling high-budget dramas at 10pm and the investment to keep producing pilots and betting on shows each season is huge. They also had a contract with Conan to take over The Tonight Show in 2009, so what could be done with Leno? To be honest, I would have given him a two hour show on Sunday nights (but NBC has Football on Sunday nights). I would have picked another day of the week, or maybe twice a week like American Idol, but an entire week of Jay in Primetime is too much, especially considering that The Tonight Show continues to be there later on, followed by Jimmy Fallon and Carson Daly (lol).
I think NBC did some bold moves that did not pay off financially but that I personally respect. Friday Night Lights is an example of a struggling show that is excellent, perhaps the best show on television. It could have been easily cancelled mid way through it's first season for lack of viewers, but here we are now in the midst of the fourth season and with a guaranteed fifth on the way. To make that happen NBC had to partner up with DIRECTV to co-produce and co-air the episodes. Not ideal but smart enough to keep the show on the air, and the few million who do watch it appreciate it and continue to be loyal to NBC because of it.
Another example is 30 Rock, a show that has won a gazillion prizes but does not find the massive audience that shows like The Big Bang Theory or Two and a Half Men have found. 30 Rock is excellent and most people who watch it say so, but truth is not many people do watch it. NBC has stayed behind the show for years now and although it did not pay off in terms of audience for their Thursday lineup, they have won a number of Emmys and Golden Globes because of it.
I imagine that the Conan O'Brien decision has not been an easy one. His Tonight Show deal lasted only seven months and its costing them dozens of millions of dollars, but let's not forget that Conan has been with the network for almost two decades since he started Late Night with Conan O'Brien. Leaving NBC is hard for him as well, and as much as he is enjoying the creative NBC bashing on the show these past few weeks I'm sure he appreciates everything that NBC has done for his career over the years.
Conclusion? Sometimes a business does not work. We cannot blame one side or the other. Conan had amazing ratings these past few weeks, but his ratings during the previous couple of months were not that great. NBC took a risk and it did not work with Leno in Primetime so they had to fix it somehow. Jay Leno changed his mind about retiring and there is obviously a lot of people who still care about his show. Shit happens. This is a business and everyone tries to make the best decisions possible, and I applaud NBC for taking the risk.
There is a lot of trash on television, and like in the movie business, executives are taking less risks and making more of the same. This experiment did not work for everyone but it did have an upside financially for some and it shows that for once it was the audience that was not ready for the change. We have seen with the digital music revolution, online video and gaming how the big corporations were not ready to adapt their models to the consumer changes, but television is changing too and sooner or later audiences will demand that the networks make bold moves and take risks like the one NBC took with Leno.
