• Media Life, Monday, October 23, 2006 11:30 AM

The sitcom is ailing, and for NBC it's probably dead in the first hour of prime time under a directive from network boss Jeff Zucker. With rising costs and sinking ratings, NBC says it will fill the first hour of prime time with reality and game shows, saving the more expensive scripted drama and comedy series for the 9-to-11 p.m. block. The logic: 8 p.m. is too early to attract decent audiences, as people come home from work later and spend a lot of time online.

Zucker seems inspired by the success of "Deal or No Deal," the game show that airs at 8 on Mondays and has done well on other nights in the same slot. Syndicated game shows like "Jeopardy" have also done well in the transition leading into prime time. And reality shows often air earlier in the evening as well.

Jordan Breslow, manager of national broadcast research at MediaCom, thinks it's a smart move for NBC. "It's good economics," he says. "Concentrate the high-cost shows at 10 p.m. and the inexpensive game and reality shows at 8 p.m., and you won't need to air as many expensive shows."

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