• by David Goetzl , March 5, 2009

Leading media buyer GroupM's Marc Goldstein praised NBC's gamble to put a Jay Leno-fronted show weeknights at 10 p.m. Critics, he said, say NBC is making the move due to declining ratings and network economic models in flux.

But Goldstein called it a "stunningly innovative step" and added it "remains an original and potentially game-changing move."

Some $9 billion was spent in last year's prime-time upfront market, and Goldstein said the Leno initiative could represent a seminal moment for broadcast TV going forward -- and by extension the upfront.

"If the definition of that market is changing, it's something we all better sit up and take notice of and make sure we're prepared to deal with," he said.

Goldstein is also head of the 4As Media Policy Committee.