• by Wayne Friedman , Staff Writer, August 13, 2004

"Jumanji!"is what Craig Kilborn's former persona at ESPN would have howled at the thought of any sane person leaving a plum network job hosting a late night show. After five years following "Late Show with David Letterman," Kilborn is calling it enough for "The Late, Late Show with Craig Kilborn," and says he now wants to produce and write TV shows.

But few in the press took time to notice the germs of the reason. Early last week, Kilborn made a guest appearance on his own stomping grown, ESPN's "SportsCenter," in a special week-long salute to its former anchors, called "SportsCenter Old School." Each of the anchors did a full show of sports highlights, and Kilborn was clearly in his element, humbled by the surroundings of his old mates - and, of course, delivering his favorite catch-phrases like "Jumanji."

None in the press gave any real analysis of what this means for CBS ratings in the period - or perhaps what it means for advertisers. CBS has been making ratings gains in many areas on NBC. Kilborn's move hurts. NBC, as well, as Fox are no doubt licking their collective lips in their knowledge that CBS is scrambling. It hasn't been their style under CBS chief Les Moonves over the last several years.

The press did well, however - especially Variety,- to take the story to the next step. For CBS the story shifts to possibly getting Kilborn's competitor, NBC's Conan O'Brien whose contract is up in late 2005, and who like David Letterman of a decade ago, is also hinting that he wants an earlier time period to display his funny stuff. This could possibly be a prelude to David Letterman's retirement.

The Hollywood Reporter, took a different tack. That Mr. Kilborn was looking for more money since his contract was expiring. That argument wasn't convincing since the story had strong and conflicting points of view. Moreover, for CBS, it should have been no problem to give Kilborn an increase since the show has been seeing steady ratings growth.

Kilborn leaves soon -- in the next month or so. What will CBS do in the interim? Hmmm.... Is Tom Snyder still around?