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Buried in all the Daily Show/MSNBC drama last week was a surprising confession by NBC Universal CEO Jeff Zucker: That the network just isn't in the ratings running anymore.

Zucker agreed that Leno's prime time show won't yield even the meager ratings that the network's scripted dramas currently running in those slots bring, arguing instead that lower cost makes the move pay off.

"I don't think we'll ever be able to say, 'NBC is number one in prime time,'" he told the crowd. But, he added, "We're not proclaiming defeat."

The network boss argues that traditional ratings have lost their meaning, noting that DVR time shifters, DVD, VOD and online viewers have changed the dynamic completely. "What does number one in prime time mean anymore?"

Guess we'll have to ask Fox.

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Re:NBC Chief: 'I Don't Think We'll Ever Be #1 in Prime Time'

Date: 03/23/09 18:23:08

What's NBC? Is that the non-Desperate Housewives network? j/k

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