NBC insists Leno will air in Hub
Network says it will pull WHDH license if it doesn't comply
The NBC television network is insisting that its new prime time talk show, hosted by Jay Leno, is a go in Boston despite the plans of network affiliate WHDH-TV (Channel 7), which intends to air a newscast in its place.
"Jay Leno fans will not be disappointed," said John Eck, president of NBC TV Network, in a statement yesterday. "Make no mistake, the new Leno show will air at 10 p.m. weeknights in the Boston market on NBC."
NBC officials stood by their threat to pull WHDH's affiliation license if it pursued plans to bump Leno's new show, scheduled to debut in September. An executive familiar with the situation said NBC has options in the area to broadcast its programming. That may include WNEU-TV, the local affiliate of Telemundo, which NBC owns. NBC could also find another independent station in the region to air NBC shows, the official said.
"We have a number of other strong options in the Boston market, including using our existing broadcast license to launch an NBC owned and operated station," Eck added.
WHDH's defection from NBC to air a 10 p.m. newscast follows a trend of news stations choosing earlier time slots to reach more viewers.
A study released last week by the Pew Research Center found that overall viewership during the important ratings sweeps has declined from 2005-2008. As a result, some broadcast stations around the country are altering their newscasts by shortening them or changing their time slots, and that includes WHDH.
Ansin, who owns WHDH and sister station WLVI-TV (Channel 56), believes he will gain more viewers by airing a 10 p.m. newscast.
"Fundamentally for us, it would be the new 11 o'clock," Ansin said Thursday. WHDH officials declined to comment further yesterday.
NBC was in discussions with WHDH yesterday, according to an NBC official.
Ansin is following a formula that has worked well for him in Miami, where he owns WSVN-TV (Channel 7), a Fox affiliate that has aired a highly rated 10 p.m. newscast since 1989. "We think the 10 o'clock [hour] is very attractive for news. We think that will be a great opportunity for the show," he said.
Media observers and consultants say WHDH, which had traditionally dominated the 11 p.m. newscast until last year, is chasing after an audience that may be getting news elsewhere - either earlier or online.
"Channel 7 had been getting beat handily at 11 p.m. So the move is an attempt to get away from that and attract more of their old audience," said Bob Rosenthal, head of Suffolk University's journalism school. "A lot of people don't like to stay up until 11. . . . There's an opportunity there. They are directly clashing with Fox25."
Fox25, WFXT-TV (Channel 25), has a 10 p.m. newscast that usually draws more viewers than its 11 p.m. competitors. In the March sweeps, the station averaged 210,600 viewers. On some nights, WFXT beats prime time programming. Last week, WFXT's Wednesday night newscast was the 10th most watched show overall in Boston with 279,000 viewers.
"What Fox25 does well is that they translate that 'American Idol' audience to their newscast so they are playing to that audience," said Steve Safran, a media consultant in Natick who works with New England Cable News.
Safran called WHDH's move a bold one.
"Local affiliates need to create more original programming and show it on their own terms to survive," he said. "In central and mountain time, they get their news at 10. There's more of an audience at 10 o'clock, and that's why the local affiliates need to be empowered to make up their own minds. And at 11, there are more entertainment shows that are simply more enjoyable to watch before you go to sleep."
NBC's lead-ins haven't helped WHDH with its 11 p.m. newscast, which is now behind WBZ-TV (Channel 4) and WCVB-TV (Channel 5.)
Only two NBC shows ranked among Boston's most watched network programs last week. They were "The Office," which came in 17th with 244,000 total viewers, and "The Biggest Loser," which came in at number 24 with 207,000 viewers.
What WHDH plans to do with Leno's show is unclear. Ansin had said he didn't have a time slot for him. But it's not the first time WHDH would alter its NBC programming. Instead of airing the third hour of the "Today" show at 9 a.m., WHDH broadcasts "Live with Regis & Kelly" and airs the third hour at 10 a.m.
Johnny Diaz can be reached at jodiaz@globe.com. 
