Late-Night Revolution: How George Lopez Helped TBS's Guerrilla Warfare
The general consensus during the war was that Dave Letterman won, whose "Late Show" hit No. 1 after years of being second fiddle to "The Tonight Show." Letterman's karma points, 16 years in the making, appeared to have been cashed in for a lil Late Night Immunity after being stung by Leno in a similar shakedown in 1994.
But was he the real winner? Nope.
Cable, on the other hand, is fighting the late-night war like the American revolutionary soldier, younger, more aggressive and with an eye toward the future. They are exploiting holes in the front lines, sizing up the landscape, and slowly chipping away at the more powerful Red Coats. And the Commander in Chief of the Revolution is TBS executive Steve Koonin.
In November of 2009, after both Conan's "Tonight Show" and "The Jay Leno Show" hit the air in their new time slots, TBS did the unthinkable: It entered late night with original programming with George Lopez' "Lopez Tonight." In the shows first four weeks, it averaged 1.4 million viewers in 1 million households, delivering 33% growth for TBS during late night, and instantly becoming a hit with multicultural viewers (32% Hispanic and 26% African-American).
Fast forward to the present, and the show is still growing. General George Lopez found three angles the networks overlooked:
- Lopez talks directly to multicultural America, the fastest growing demo in the country, and he does so with a genuine voice.
- Lopez's guests and format are different, spontaneous and inclusive.
- Lopez is at a network that appreciates him and properly sets up his show with good lead-ins.
TBS, of course, isn't the only cable warrior in this battle. Look at "The Mo'Nique Show" on BET, "Chelsea Lately" on E!, and Adult Swim's popular "Robot Chicken" franchise, as well as Comedy Central's Emmy award-winning "Daily Show" and "The Colbert Report" and you can see how the revolution is unfolding.
While other time slots, technologies and media have upgraded or evolved over the past 10 years, network late-night programming has been on a predictable path. The networks speak of ratings as disappearing -- as if into thin air -- when they should be talking about late-night ratings simply moving elsewhere, to cable. Cable TV has finally decided to do unto late night what its have been doing across prime time -- develop programming based on the audience, not based on the competition.
Thank you George Lopez for joining the fight.
|ABOUT THE AUTHOR|
Douglas L. Melville is currently the president of Red Carpet Runway and a strategic adviser for various entertainment brands and personalities.