A Show Meant to Cure the Ills of Network TV

Madison Avenue is voicing support for a surprise decision by NBC to give Jay Leno a prime-time weeknight talk and comedy show, although there are questions over how viewers will respond to the risky move.

The program, tentatively titled “The Jay Leno Show,” would break new ground for programming on a broadcast television network during the lucrative prime-time hours, generally 8 to 11 p.m. That is when advertisers pay top prices — in the hundreds of thousands of dollars — for 30 seconds of commercial time.

The show Mr. Leno will host on NBC, part of the NBC Universal division of General Electric, is to be “stripped” from 10 to 11 p.m. each Monday through Friday, beginning in fall 2009.

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