Jay Leno Fiasco Unfolds, and NBC Asks, Now What?

NBC has got quite a mountain to climb after the disastrous Jay Leno Show experiment. But returning Leno to his familiar 11:30 p.m. E.S.T. spot was the easy part. Getting viewers and advertisers to return to the lantern-jawed comedian will be far tougher; getting consumers to give a second chance to a product they've stopped using is one of the biggest challenges in marketing.