• by Wayne Friedman , Staff Writer, July 6, 2009

First impressions of the new Jay Leno show seem one of a straight set of comedy: jokes, jokes, and more jokes.

Network promos have Leno offstage saying: "Got a new show coming on at 10 p.m,. and I'm going to need a lot of jokes." Leno reads jokes from cards before going on at The Comedy and Magic Club in Hermosa Beach, his longtime weekend gig.  

There's one about the Los Angeles mayor dating yet another local TV anchor person in his continuing efforts to "stay on top of the news."

How about Chastity Bono changing from a woman to a man? "Here's the amazing part. That's still less work than Cher has done... or you can say she is gaining another bono."

And: "I took public transportation to get here: General Motors. My GM car."

For years TV executives have complained that there's fewer sitcoms because of the scarcity of good comedy writers. Fans of "30 Rock", "Curb Your Enthusiasm" or "Two and a Half Men" may disagree.

So here comes Leno in what the promo is suggesting is a wall-to-wall hour of comedy, something few network executives have ever considered for the 10 p.m. hour.

Media buyers are already positioning themselves: Is this the same comedy they paid for in a lower-priced late-night time period? How can NBC charge, say, $34 per thousand 18-49 viewers for Leno in prime time, when advertisers were paying $18 for the same jokes a few months ago?

TV promos rarely give you the whole story -- only a hint of what might come. We all know one thing: basic, bare-bones comedy and jokes will certainly be the anchor that holds it together.

One more: The last living survivor of the Titanic died at 97-years-old. "So sad. She was this close to the shore."

Especially for Jay Leno, this goes directly to every comedian's refrain: I'm here all week .