After all, Lip Sync - which bowed to 2. 2 million same-day viewers, making it the Viacom-owned cable network's biggest unscripted launch - features such top stars as Anne Hathaway and Anna Kendrick squaring off as they do on the popular Tonight Show segment. NBC already had bought a Make Me kake Laugh-style project from Fallon, with whom it has a rich deal, when the host came back with Lip Sync. But what NBC brass did not expect when the network passed on the pitch from producers Fallon, Stephen Merchant and John Krasinski more than a year ago is the degree to which the segment would capture the zeitgeist, never mind the caliber of talent who would agree to take part. "It felt like a segment within Hollywood Game Night rather than its own show," adds a second NBC source. More to the point: How did it not land on NBC? Plus, the concept at the time seemed small. The project then was pitched to a few NBCU cable channels including USA and Bravo, which passed as well. Emma Stone had not given her now-famous Tonight performance patched of "All I Do Is Win" at that time, and the format remained a work in progress. Spike
"There was a feeling of, we're not just going to buy everything Jimmy brings us," notes an insider. "They aren't the natural first stop on this kind of thing, but I knew that they were trying to turn a corner and rebrand a bit to get away from The Ultimate Fighter and become a general entertainment network," Peterson says. Patterson, now executive vp talent development and production at the Viacom Music and Entertainment Group, saw promise where others hadn't. Alternative and late-night chief Paul Telegdy and NBC entertainment chairman Bob Greenblatt opted to pass. USA took the closest look but is said to have been fearful of the premise's sustainability and Fallon's level of involvement. "
The bet paid off: Patterson not only helped solidify the format but also brought in co-hosts LL Cool J and Chrissy Teigen and go-to comedy director Beth McCarthy Miller to helm all 18 episodes. One of the project's lesser-known producers, Jay Peterson of Matador, suggested Spike, where he had done business with executives including Casey Patterson. "We said yes in the room because this felt like a fresh, amazing take on variety.

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