Fallon's New Empire: How He's Beating The 'Late Night Death'

Into this turbulent landscape he is launching On Brand with Jimmy Fallon on September 30, a new NBC reality competition show in the mold of Shark Tank and The Apprentice in which contestants with no marketing experience pitch campaigns for major brands such as Pillsbury, Dunkin’ and Southwest Airlines. The winning ad campaigns will appear in real life the day after an episode airs, creating what Fallon hopes is a symbiotic relationship with brands that makes the show a profit center. “It’s a new type of show,” he says, “and I think it’s a new type of business model, too.”