• Broadcasting & Cable, Wednesday, January 21, 2009 9:30 AM

Executives for NBC's new franchise featuring Jimmy Fallon say they will pursue both branded integrations and live commercials for "Late Night With Jimmy Fallon" prior to its March 2 launch. Fallon is replacing Conan O'Brien, who is inheriting Jay Leno's "Tonight Show" seat.

While no deals are imminent, NBC chief Rick Ludwin says the network may sell a sponsorship for the green room, where guests cool their heels before going on stage. In addition, Ludwin hopes to incorporate live commercials into the show, a long-running late-night tradition that faded until recently, but has picked up steam again.

Fallon's interest in technical gadgetry, which will be part of the show, may also be tapped for "natural integrations." For instance, the show will boast a huge 108-inch Sharp television as part of the set. "I think gadgets are interesting to people who are awake at 12:30 at night," says Fallon.

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