June 26, 2009

CBS announces ‘Project L.E.N.O’

The CBS Marketing Group says it is starting a local market campaign called Project L.E.N.O., aimed at boosting the U.S. network's 10 p.m. ET/PT viewership.

The Jay Leno Show, former Tonight Show host Leno's new prime-time chat series, is slated to air on the rival network NBC in the 10 p.m. weeknight time slot beginning Sept. 14.

CBS said the full name of Project L.E.N.O. is Project Late Prime Enhanced News Opportunity.

The network said it is providing a full tool kit of materials to stations to promote its 10 p.m. hour.

Opportunities include sponsorable broadcast spots and behind-the-scenes vignettes, sponsorable Web banners and tagable radio spots, CBS said in a news release. The package also includes an affiliate swap spot to promote the 10 p.m. hour.

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 p.m. hour, George Schweitzer, president of CBS Marketing Group, said in a statement Friday. Our marketing group loves acronyms ... and 'Project L.E.N.O.' says it all.