The Jay Leno Experiment

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Say what you will about Jay Leno—over-the-hill windbag or cherished national comic—his move to prime time is likely to cause sizable shifts among the viewers advertisers crave most. Four months before the square-jawed jokester starts throwing one-liners at a prime-time audience, television executives are tussling over who stands to benefit when NBC (GE) launches its Leno experiment.

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