Marketer’s Edge: Conan O’Brien on TBS a Match Made in Comedy Heaven?
By: Derek Harmsworth
Conan O’Brien began his North American comedy tour on Monday, and while fans in the various cities were getting excited at the chance to see the pale comedian in person, turns out that O’Brien was getting ready to embark on yet another journey as well.
It was announced Monday that O’Brien would be returning to TV, with a yet to be untitled show beginning in November, on TBS. O’Brien will get the 11pm time slot, with George Lopez moving to midnight.
Many media outlets, including TMZ.com and the New York Times were quick to point out, however, that O’Brien didn’t “Jay Leno” Lopez, who’s show, Lopez Tonight debuted this past November.
In fact, many sources are reporting that talks between Conan and TBS stalled, when O’Brien revealed to the network he was uncomfortable moving to the 11pm timeslot at TBS, as it would knock Lopez out of his slot, which is something O’Brien knew all too much about.
It was a call from Lopez personally getting in touch with O’Brien that insiders say may have sealed the deal.
While it may have came out of nowhere, and to some may seem as a step backwards, upon further review, TBS does seem to be a perfect fit for the quirky comedian, and for a couple of reasons.
First and foremost, starting at 11pm may give O’Brien a distinct advantage over fellow late night competitors Jay Leno and David Letterman. The extra half hour of uncontested time may be enough for O’Brien to hook new viewers into the show, and could help him dramatically in the ratings war.
Secondly, it appears that O’Brien may have done what is best for his comedy.
TBS is one of the top cable networks adults aged 18-34 as far as primetime numbers go. By going to a cable station, particularly one that embraces comedy like TBS’ new strategy seems to be, O’Brien may be able to go back to the zany, off the wall comedy that made him a pop culture hero of sorts to the younger viewers in the early 2000’s.
With lead ins such as The Office and Family Guy, it appears O’Brien may well have picked the network that best suits his comedy stylings, and has the best connection with his fans.
The question remains, are TBS, O’Brien, and Lopez onto something?
For a long time, network TV has ruled the late night scene, and while going to cable is certainly an unconventional method for late night television, TBS has shown it can work with the likes of George Lopez, and more specifically, and perhaps better examples, would be that of Jon Stewart and Stephen Colbert, who have become cable comedy staples.
If you can forgive Lopez for “The George Lopez Show” you’ll find a stand up comedian turned late night talk show host who has actually had what some may say surprising success in the early run of his show.
Advertised heavily during TBS’ coverage of the MLB playoffs last fall, Lopez Tonight has been a show worth watching, and has become a destination spot for many of Hollywood’s top stars.
With a team of Conan O’Brien and George Lopez, has TBS re-defined the late night game?
Posted by Adam Wright
on April 12, 2010. Filed under Features, News.
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