LOS ANGELES - The experiment is over. Faced with dismal ratings and increasing frustration from local affiliates, NBC will yank "The Jay Leno Show" from primetime after Feb. 12.

"I don't think it's wrong to take chances, but we might have been too early on this one," said NBC Universal Television Chairman Jeff Gaspin to a packed room of journalists and NBC employees on Sunday at the TV Critics Press Tour.

Gaspin's proposed plan: Move Leno back to 10:35 p.m. CST for a half-hour monologue-driven show, followed by an 11:05 p.m. "Tonight Show" with Conan O'Brien remaining at the helm. Jimmy Fallon will follow just after midnight.

It's uncertain exactly how the three hosts reacted to the suggestion, but heavy speculation is that O'Brien is the most reluctant to embrace the strategy. Fox made overtures to O'Brien late last week.

"My hope is that he'll remain at the network," said Gaspin, who said they'd be back in talks with the parties during the week.

What will slip into that 9 p.m. hour on weekdays is still up in the air, but Gaspin predicted that it'll probably be a mix of reality shows, scripted programs and "Dateline NBC." With NBC returning full force to the drama business, network President Angela Bromstad announced a hefty tray of new pickups, including a updated version of "The Rockford Files," an American adaptation of "Prime Suspect" and another legal show from "Ally McBeal" creator David E. Kelley.

Others mingling Sunday with critics: Brian Williams, Jerry Seinfeld and the cast of "Parks and Recreation."

NEAL JUSTIN