As Media Continues to Fragment, Communications Pros Take Note

Funnyman Jay Leno's recent announcement that he's leaving his late-night throne for a prime-time spot on NBC has all media buzzing about the move's larger implications. After all, it's the first show of its kind to land in prime time--usually real estate reserved for sitcom or drama behemoths like Friends, Seinfeld and CSI-- signaling (or, more likely, reaffirming) a drastic shift in the way we consume media.