• by David Goetzl , March 5, 2009

NEW ORLEANS -- Leading media buyer Marc Goldstein praised NBC's gamble to schedule a Jay Leno-fronted show Monday-Friday at 10 p.m. And he suggested the move could usher in an overhaul of both prime-time TV and, part and parcel, the upfront market.

Critics, he said, say NBC is making the move because of declining ratings and an economic model in flux.

Goldstein, the CEO of GroupM North America, said that theory may hold some truth, but called the Leno gambit "stunningly innovative" and "an original and potentially game-changing move." And he summoned a New York Times article saying that it "may change the very definition of prime time."

Speaking at the 4As media conference Thursday, Goldstein said vis-à-vis the possible upheaval: "Think about what that means. Considering that $9 billion dollars was spent in the prime time upfront last year, I would venture to say that if the definition of that market is changing, then it's something we all better sit up and take notice of. And make sure we are prepared to deal with accordingly."