Word: cbs
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Dates: during 1990-1999
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...brought to the job of helping celebrities promote their new movies. Industry prognosticators are cautious, if not downright skeptical. Leno, inheritor of the powerful Tonight franchise, is generally regarded as the front runner, if only because Letterman's show will have a weaker station lineup: more than 30% of CBS affiliates will be delaying his program by half an hour or more to make room for syndicated fare. CBS is projecting that Letterman will average a 4 rating -- a big jump over its current ratings, though still behind Leno's (who averaged 4.6 last season). Some advertising gurus think even...
...other changes are being planned. Shaffer has added two more members to | the band, renamed it the CBS Orchestra and rescored the bluesy theme song to give it "more pizazz." Guests too are likely to be ratcheted a notch higher in marquee value. "At 11:30, with such heated competition, you have to have guests that are more surefire," says executive producer Robert Morton. "On the old show, we had more breathing room. We might put on a guest who wasn't a great talker but someone we really liked. Now we're going for the best possible performers." Among...
...several weeks, the Letterman crew has been taping "remotes" that will look little different from the taped bits familiar to fans of his old show. So far, Letterman has gone on a tour of the CBS Broadcast Center, manned a drive- up window at McDonald's and escorted Zsa Zsa Gabor through a New Jersey neighborhood in a segment titled "Do You Have a Question for Zsa Zsa?" (Letterman's postmortem: "Only one person asked her about slapping the cop. I thought that...
...Letterman camp has conceded some points; it has changed the title of the show from Late Night to Late Show with David Letterman, for instance. But the Top 10 list and other familiar bits will be back, Letterman promises, though possibly under different names. "I would never put CBS in a position where they would have to legally defend me," he says...
Meet the new, cooperative, user-friendly David Letterman. At NBC, Letterman was a notorious malcontent, getting upset over real and perceived network slights, like a cost-saving proposal that he share studio space with The Maury Povich Show. At CBS he has schmoozed with affiliates, had nothing but kind words for network executives and recorded dozens of on-air promos, which have run ad infinitum since mid-July -- a campaign, says Letterman, that "is now officially embarrassing even me." Some of the spots, in their snide way, seem intended to reveal a softer side of the acerbic late-night host...