CBS gets its own 'LENO'

NEW YORK: While NBC prepares to introduce Jay Leno during the 10 pm hour on September 14, CBS is launching a marketing campaign called Project LENO (Late prime Enhanced News Opportunity).

NEW YORK: While NBC prepares to introduce Jay Leno during the 10pm hour on September 14, CBS is launching a marketing campaign called Project LENO (Late prime Enhanced News Opportunity). The multi-tiered local market campaign works with CBS affiliates to boost viewership during the 10pm weekday hour.

CBS is providing affiliates with a tool kit of materials, such as behind-the-scenes vignettes, broadcast spots and Web banners available for sponsorship, and radio spots, promoting CBS programming such as CSI: NY, Numbers, and The Mentalist. It promoted the new campaign to trade press, according to a communications spokesperson with CBS.

"As the face of network television changes this fall, 'Project L.E.N.O.' will help our stations capitalize on this opportunity in the 10:00pm hour," said George Schweitzer, president of the CBS marketing group, in a statement. "Our marketing group loves acronyms... and 'Project L.E.N.O.' says it all."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.