• by Wayne Friedman , November 3, 2009

It's all hands on deck for Turner Broadcasting cable networks when it comes to TBS' new "Lopez Tonight." The late-night Monday-to-Thursday TBS show, hosted by comedian George Lopez, gets a simulcast premiere on TBS, as well as TNT and truTV on Monday November 9, its debut night, at 11 p.m.

First-night guests include talk-show host/comedian Ellen DeGeneres, Eva Longoria-Parker of "Desperate Housewives" and the Los Angeles Lakers' Kobe Bryant.

Michael Wright, executive vice president, head of programming for TBS, TNT and Turner Classic Movies, stated: "With this premiere-night simulcast on three networks, we'll be able to introduce "Lopez Tonight" to a large and very diverse audience. ... "Lopez Tonight" is going to bring the party back to late-night television, so we want to be sure to invite as many people as possible."

A major marketing effort from TBS is touting the show under the tagline: "Bringing the party back to late night."

In addition, TBS believes -- as with its prime-time multicultural shows like "Tyler Perry's House of Payne" -- that there is an under-served multicultural market in late-night time periods.

The network's other marketing effort included heavy TV promos during TNT's high-rated coverage of Major League Baseball's Division Series and National League Championship Series.

TBS has also been targeting Hispanics in several major markets, starting up a big Twitter campaign, including an unusual public Twitter board located in New York City.