NBC wants to get you in the habit of seeing Jay Leno in his earlier time slot, and to that end has begun airing at 10 o'clock sharp promos that feature the late-night vet cracking wise.
"From the moment he left The Tonight Show until the moment [The Jay Leno Show] starts, there won't be a day where Jay doesn't appear on NBC," NBC Universal TV Group chief marketing officer John Miller told Variety. "We want to create a 10 o'clock habit."
Thus far the promos have been rather generic, with some showing Leno being pitched horrible promo ideas by a (hopefully) fictional NBC exec. But by the end of the month, the spots will feature Leno mocking current events in mini-monologues.
Some promos may even feature Leno serving up tiny portions of such popular bits as "Headlines" or "Jay-walking."
"Creatively, our goal is simple: to establish the notion that it's going to be Jay, it's going to be comedy, on the air at 10 pm this fall," said Miller.