The CW Television Network
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The CW Television Network is a television network in the United States launched during the 2006-07 television season. It features a mixture of programming from both UPN and The WB television networks, which ceased independent operations on September 15, 2006 and September 17, 2006 respectively. The network, which targets young adults,<ref>According to Dawn Ostroff, the network's "shows are going to appeal to the 18- to 34-year-olds." Quoted in "Dawn of a New Network", Allison Romano, Broadcasting & Cable, August 21, 2006.</ref> is a joint venture between CBS Corporation, owner of UPN, and Warner Bros. Entertainment, a subsidiary of Time Warner, majority owner of The WB.
The network began operations on Monday, September 18, 2006 with two nights of reruns and launch-related specials; however, The CW marketed its formal launch date as Wednesday, September 20, with the 2-hour season premiere of America's Next Top Model. <ref name="zap2it-1559260">http://www.zap2it.com/tv/news/zap-cwpremieredates,0,1559260.story?coll=zap-tv-headlines</ref>
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[edit] Origins
The CW is a successor to The WB and UPN, which both launched in January, 1995. However, both networks can be seen as descendants of the Prime Time Entertainment Network, a joint venture between Warner Bros. and Chris-Craft Industries, which launched in 1993. The two companies later became partners in The WB and UPN respectively, and PTEN continued as a separate syndication service until folding in 1997.
Both UPN and The WB started just as the Fox network had begun to secure a foothold in the American viewing lineup. Both launched to limited fanfare and generally poor results. In the eleven-and-a-half seasons since, despite a number of minor-hit or cult-hit series, neither network was able to attain the stature Fox had gained in its first decade, much less that of the longstanding Big Three of ABC, CBS, and NBC. Both networks were losing money, although The WB had been profitable a few seasons earlier. Reports indicated that the prospects for both networks were fading quickly. Nonetheless, the January 24, 2006 announcement that CBS and Warner Bros. would effectively combine the two networks' operations came as a surprise to most in the industry.
Image:The CW logo.pngLike both UPN and The WB, The CW will air programming targeted to younger audiences. CBS and Warner Bros. hope that by combining their networks' schedules and station lineups, The CW will strengthen into a fifth "major" broadcast network. Unlike the "Big Four" broadcast networks, The CW does not seem to have any current plans to offer national news or sports programming to their affiliates; however, many stations may broadcast local news and/or sports. Many CW stations currently air the national syndicated Orlando-based morning show, The Daily Buzz.
CBS chairman Les Moonves explained that the name of the new network is an amalgamation of the first initials of CBS and Warner Bros. Moonves joked "we couldn't call it the WC for obvious reasons." Although some executives reportedly disliked the new name,<ref>http://www.nypost.com/entertainment/62346.htm</ref> that March, Moonves stated<ref>http://www.broadcastingcable.com/article/CA6316450.html</ref> that there was "zero chance" the name would change, citing research claiming 48% of the target demographic was already aware of the "CW" name. At the network's first upfront presentation — May 18, 2006 — a new logo was unveiled to replace the provisional blue-rectangle logo used in January. The logo is a green-white insignia which has drawn comparisons to the CNN (another company with Time Warner ownership interest) logo.
On September 11, 2006, a new, full version of the network website, www.cwtv.com, was launched. The website now contains links to Kids WB and now features more in depth information of CW shows.
The network launched with a premiere special/launch party from CBS-produced Entertainment Tonight at Warner Bros. Studios in Burbank on September 18, after a repeat of the 7th Heaven 10th season finale;<ref name="zap2it-1559260">http://www.zap2it.com/tv/news/zap-cwpremieredates,0,1559260.story?coll=zap-tv-headlines</ref> the same schedule was repeated on September 19 with Gilmore Girls' 6th season finale.<ref name=TV Guide>TV Guide, September 11, 2006, pg. 8</ref> The network continued to air season finales from the previous season through the rest of the first week, except for America's Next Top Model and Friday Night Smackdown, which launched their new seasons on September 20 and 22 respectively, with full-night premieres. The network's second week consisted of all season/series premieres for all other series from September 25-October 1, with the exception of Veronica Mars, which debuted its third season on October 3.<ref>http://www.thefutoncritic.com/pr.aspx?id=20060717cw01</ref>
[edit] Affiliates
Following the network announcement, The CW immediately announced ten-year affiliation agreements with the Tribune Company and CBS Television Stations Group. Tribune committed 16 stations (including its flagship broadcast stations WGN-TV in Chicago, KTLA in Los Angeles and WPIX in New York) that were previously affiliated with The WB, while CBS committed 11 of its UPN stations (including WKBD in Detroit, WPSG in Philadelphia and WUPA in Atlanta). These stations combine to reach 48 percent of the United States. Both groups also own several UPN/WB stations that did not join The CW in overlapping markets. As part of its agreement, Tribune agreed to divest its interest in The WB and did not take an ownership interest in The CW.
The network stated that it would eventually reach 95 percent of the United States. In markets where both UPN and The WB affiliates operate, only one station became a CW affiliate. Executives were on record as preferring the "strongest" stations among existing The WB and UPN affiliates. However, as the "merger" was structured not as a merger in the legal sense, but as a new network launching at the same time as two others shut down, The CW was not obligated by existing affiliations with The WB and UPN. It had to negotiate from scratch with individual stations.
As a result, in some markets, the CW affiliate is a different station than either the former The WB and UPN stations. In Helena, Montana, i affiliate KMTF became a CW station. In Las Vegas, Nevada, independent station KVCW signed for CW affiliation. The network has also affiliated with some digital channels, usually newly-launched subchannels of a local Big Four affiliate, in several markets.
While WGN-TV in Chicago is part of the new network, its out-of-market Superstation WGN feed, which did not air WB programming, similarly does not air programs from The CW Network.
Due to the availability of "instant duopoly" digital subchannels, that will likely be easily available on cable and satellite, and the overall lack of a need to settle for a secondary affiliation with shows aired in problematic timeslots, both the CW and MNTV launched with far greater national coverage than that enjoyed by UPN and the WB when they started in 1995. UPN for several years had gaps in the top 30 markets, and by 2005 managed to reach only 85% of the population. This resulted in secondary affiliations with other networks and the resulting diluted ratings when programs were shown out of their intended timeslots, or the lack of the program airing at all (a problem experienced by many Star Trek fans with Star Trek: Voyager and Star Trek: Enterprise).
[edit] National Repercussions
The announcement of The CW caused the largest single shakeup of U.S. broadcast television since the Fox/New World Communications alliance of 1994 and the subsequent launches of UPN and The WB the following year. While The CW debut affected more markets, it was unlikely to cause the same degree of viewer confusion, as no affiliates of the four major networks dropped those affiliations to join The CW. (Some "big four" affiliations did change at this time, but for unrelated reasons.)
The WB and UPN were the first major television networks to close since the collapse of the DuMont Television Network in 1955, although other small broadcast television networks have also ceased operations over the years.
In those media markets where there were separate The WB and UPN stations, one local station was left out in the merger; most of those stations have signed with MyNetworkTV while others elected to become independent stations. Some stations (mainly digital subchannels, some WB 100+ cable channels, and struggling low-power stations) which received neither network's affiliation opted instead to sign off permanently and cease to exist.
It became clear that the Fox Television Stations Group, which purchased several UPN affiliates from former UPN co-owner Chris-Craft Industries in 2002, was impacted. Its UPN affiliates in five major markets would not be affiliated with The CW, due to the agreement with Tribune, and Fox made it clear it would not even seek the affiliation for its four UPN stations elsewhere. All UPN logos and network references were quickly removed from their stations. Shortly thereafter, Fox announced that it was starting MyNetworkTV, a programming service meant to fill the two nightly prime time hours that opened up on its UPN-affiliated stations after the start of The CW. Fox also offered the service to other stations.<ref>http://www.newscorp.com/news/news_277.html</ref>
[edit] Problems with Time Warner Cable
A number of households around the country were not able to see the new network when it premiered on September 18, due to stations in several markets not being able to strike a deal with Time Warner Cable (TWC). In markets like Charleston, South Carolina; El Paso, Texas; Palm Springs, California and Corpus Christi, Texas, where the CW is broadcast on a digital subchannel of the station's primary affiliate, there have been unsuccessful attempts in getting Time Warner Cable to carry The CW on their basic cable lineups.[1] Ironically, The CW is 50% owned by TWC's parent company, Time Warner.
Some affiliates have ended negotations with TWC, but not all stations have landed within the analog listings. WTSQ in Syracuse, NY can only be viewed on channel 266. <ref>http://www.theithacajournal.com/apps/pbcs.dll/article?AID=/20061128/NEWS01/611280340</ref>
Currently, the largest market without a known affiliate is the Johnstown / Altoona market, DMA #98.
[edit] National and Affiliate Marketing
The network's first marketing campaign, "Free to Be", was created internally and by the brand agency, Troika Design Group.<ref>Elliott, Stuart. "New CW network works to build a brand". The New York Times. Retrieved on September 25, 2006.</ref> The campaign included advertisements in bus stops, on billboards, on the Internet, in magazines, and on television. It contained stars of the CW shows such as Gilmore Girls, Veronica Mars, Supernatural, America's Next Top Model, Smallville and One Tree Hill with their signature green background. The "Free to Be" was proceeded with a word unique to the character, show, or scene. Such descriptives have included "witty" (to describe Gilmore Girls), "super" (Smallville), "scary" (Supernatural), "fierce" (America's Next Top Model), "cool" (One Tree Hill), "funny" (Everybody Hates Chris), "tough" (WWE Friday Night SmackDown!) and "fearless" (Veronica Mars). Some additional spots are themed for other purposes without CW stars, for example "Free to be tricky" for Halloween and "Free to be famous" for The CW Daytime. The ads normally include one more descriptive--"together"--used to unify the network and its programming with the viewer.
[edit] Imaging and presentation
- Like The WB, The CW displays the program credits on the bottom 1/3 of the screen along with The CW logo and website address. The top 2/3 displays previews of upcoming programming from The CW.
- Similar to The WB's localizing branding, CW affiliates added their city or region to their new bugs. For example: WLVI is now "Boston's CW", WUPA is now "CW Atlanta", and KVCW (formerly KFBT) is now "CW Las Vegas". However, some stations opted to use their channel number: WNAB in Nashville is now "CW58" and WPIX in New York is now "CW11". Some stations will still use the call sign in either the station logo, on-air identification or both. Some examples include WGN in Chicago, KTLA in Los Angeles, WWHO in Columbus, Ohio, and WBNX in Cleveland. In Omaha, Nebraska, KXVO uses "CW15" and "Omaha's CW".
[edit] Programming
The CW network adopted The WB's present 30-hour programming schedule. It provides 13 hours of prime time programming to affiliated stations: 8–10pm Monday to Friday (all times ET/PT) and 7–10pm on Sundays. Programming will also be provided 5–7pm Sundays (the EasyView repeat block); 3–5pm weekday afternoons (currently off-network repeats under The CW Daytime banner); and a five-hour Saturday morning animation block keeping the popular Kids' WB! name.
The lead-up to The CW's initial fall schedule announcement was accompanied by a number of vocal pleas by viewers and critics to pick up what they considered the best shows from the two networks. These were met with varying degrees of success; the critically-acclaimed Everwood was not picked up, while critical favorite with even lower ratings, Veronica Mars, was, along with surprise pick-up One Tree Hill. Meanwhile, Reba, The WB's top sitcom but outside The CW's target demographic, was only picked up at the last minute.
[edit] Current schedule
As of November 19, 2006:
Returning comedies are in red; new comedies are in pink; returning dramas are in green; returning reality shows are in yellow, sports entertainment programming is in purple.
All times are Eastern and Pacific (subtract one hour for Central and Mountain time).
| Primetime | 7:00 PM | 7:30 PM | 8:00 PM | 8:30 PM | 9:00 PM | 9:30 PM |
|---|---|---|---|---|---|---|
| Sunday | Reba (E) | Reba | 7th Heaven | America's Next Top Model (E) Beauty and the Geek Beginning Jan. 3rd | ||
| Monday | Local Programming | Everybody Hates Chris | All of Us | Girlfriends | The Game | |
| Tuesday | Gilmore Girls | Veronica Mars | ||||
| Wednesday | America's Next Top Model Beauty and the Geek Beginning Jan. 3rd | One Tree Hill | ||||
| Thursday | Smallville | Supernatural | ||||
| Friday | WWE Friday Night SmackDown! | |||||
[edit] First Cancellation
- On October 18, Runaway was pulled off the schedule, effective immediately. At the time of the axing, it averaged only 1.9 million viewers per episode with a 0.7 rating, according to Nielsen Media Research data. <ref>http://hollywoodreporter.com/thr/television/article_display.jsp?vnu_content_id=1003256238&imw=Y</ref> This made it the least-watched primetime program on the five major U.S. English-language broadcast networks.
[edit] Notes about the fall lineup
- After America's Next Top Model finishes its current run on December 6, Beauty and the Geek will replace it, starting January 3, 2007.<ref>The beauties... and the geeks bring New Year's cheer to The CW.</ref> ANTM will return later in the season with another cycle of episodes.<ref>The CW Announces 2006-07 Schedule.</ref>
- On May 17, The CW renewed Reba with a 13-episode order,<ref>http://www.hollywoodreporter.com/thr/article_display.jsp?vnu_content_id=1002538533</ref> but the pickup was reportedly done to fulfill a syndication contract worth $20 million.[2] On November 1, 2006, The CW announced that the show would be paired with 7th Heaven beginning Sunday, November 19 at 7:00 p.m. ET.<ref>http://cw11.trb.com/entertainment/network/special1/</ref> After the first week, a Reba encore is scheduled for Sundays at 7:00 p.m. ET/PT, with a new episode at 7:30 p.m. Now in its third week on the network, Reba has now become the number one sitcom on the CW.
- Former UPN comedies Everybody Hates Chris, All of Us, and Girlfriends began the season on Sundays starting at 7pm. However, due to low viewer response, the CW announced on October 5 it would switch its Sunday and Monday nights of programming, in turn resurrecting the Monday comedy night tradition from UPN and Sunday drama night from The WB. <ref>http://www.broadcastingcable.com/article/CA6378513.html</ref>
- The EasyView repeat block from The WB, which airs before Sunday primetime from 5-7pm Eastern, is retained under The CW, although it does not retain the name.
- 7th Heaven, which had ceased production after ten seasons on The WB, was given a last-minute 13 episode renewal. It originally kept its traditional Monday timeslot; however, as announced on October 5th, the show was moved to Sundays at 8pm.<ref>The CW swaps Sunday and Monday line-ups.</ref> On October 20, The CW officially gave the series a full-season order.<ref>The CW gives full season orders to new comedy "The Game" and "7th Heaven".</ref>
[edit] Midseason
- Beauty and the Geek (reality) (WB)
- Hidden Palms (drama) (8 episodes order) (New)
- The Search for the Next Pussycat Doll (reality) (New)<ref>http://www.variety.com/article/VR1117947826?cs=1&s=h&p=0</ref>
See also: Lists of programs broadcast by The CW
See also: 2006-07 United States network television schedule
[edit] Children's Programming
UPN and The WB had their own separate children's programming blocks, UPN Kids (1995-2003) and Kids WB (1995-present). Despite the fact that The WB no longer exists, the lineup retained the Kids' WB! name and it is the only part of the CW network to retain branding from one of the defunct networks. The line-up is now entirely produced by Warner Bros. Family Entertainment. The block airs on Saturday mornings from 7 a.m. to 12 p.m. ET, with E/I programming airing from 7 a.m. to 8 a.m. ET.
[edit] Debut Performance
The CW made its official debut on September 20, 2006 with the seventh cycle premiere of America's Next Top Model. Top Model saw a ten percent increase in viewership from the same time the previous year. It was Wednesday's number one network in its target demos, adults 18-34 and women 18-34, and was the 4th most watched network that night, beating FOX. On September 22, The CW again ranked fourth, tying FOX <ref name="zap2it-2843274">Zap2It.com Ratings Archive</ref>, a status UPN and the WB were never able to reach.
That distinction came on the strength of the debut of WWE Friday Night SmackDown! The two-hour show finished second for the night in the target demo of men 18-34 (1.9/8) in the Nielsen overnight ratings. SmackDown! also beat FOX in adults 18-34 (1.4/6) and in total viewers (3.7 million).
| Series | Premiere Date | Day | Rating | Share | Citation |
|---|---|---|---|---|---|
| America's Next Top Model | September 20, 2006 | Wednesday | 3.4 | 5 | <ref name="zap2it-2843274">Zap2It.com Ratings Archive</ref> |
| WWE Friday Night SmackDown! | September 22, 2006 | Friday | 2.6 | 5 | <ref name="zap2it-2843274">Zap2It.com Ratings Archive</ref> |
| 7th Heaven | September 25, 2006 | Monday | 2.9 | 5 | n/a |
| Runaway | September 25, 2006 | Monday | 1.3 | 2 | n/a |
| Gilmore Girls | September 26, 2006 | Tuesday | 3.1 | 5 | <ref name="zap2it-3629710">http://www.zap2it.com/tv/ratings/zap-ratings092606,0,3629710.story?coll=zap-tv-ratings-headlines Zap2It.com Ratings Archive]</ref> |
| One Tree Hill | September 27, 2006 | Wednesday | 2.5 | 4 | <ref name="zap2it-3826319">"CBS Wednesday Win Is 'Criminal'"]. Zap2it.com. Retrieved October 18, 2006.</ref> |
| Smallville | September 28, 2006 | Thursday | 2.9 | 5 | <ref name="zap2it-4022928">"CBS, ABC Battle for Thursday Supremacy". Zap2it.com. Retrieved October 18, 2006.</ref> |
| Supernatural | September 28, 2006 | Thursday | 2.2 | 3 | <ref name="zap2it-4022928">"CBS, ABC Battle for Thursday Supremacy". Zap2it.com. Retrieved October 18, 2006.</ref> |
| Everybody Hates Chris | October 1, 2006 | Sunday | 1.6 | 3 | <ref name="zap2it-7566456">Zap2It.com Ratings Archive</ref> |
| All of Us | October 1, 2006 | Sunday | 1.4 | 2 | <ref name="zap2it-7566456">Zap2It.com Ratings Archive</ref> |
| Girlfriends | October 1, 2006 | Sunday | 1.7 | 3 | <ref name="zap2it-7566456">Zap2It.com Ratings Archive</ref> |
| The Game | October 1, 2006 | Sunday | 1.7 | 3 | <ref name="zap2it-7566456">Zap2It.com Ratings Archive</ref> |
| Veronica Mars | October 3, 2006 | Tuesday | 2.1 | 3 | <ref name="zap2it-7959674">Zap2It.com Ratings Archive</ref> |
| Reba | November 19, 2006 | Sunday | 2.5 | 4 | <ref name="NFL Helps CBS, Not NBC Sunday">[http://www.zap2it.com/tv/ratings/zap-ratings111906,0,1729161.story?coll=zap-tv-ratings-headlines</ref> |
[edit] Dixie Chicks ad controversy
In October 2006, The Weinstein Company claimed The CW had rejected ads for Shut Up & Sing, a new film documenting the controversy and censorship over prior Dixie Chicks statements about George W. Bush, citing "concerns we do not have appropriate programming in which to schedule this spot". The network says the statement was not a rejection, merely an opinion on whether the network was the right place to air the ad, and that it would air the ad if airtime was bought. The same ads were rejected by NBC, but accepted by CBS and individual local stations. <ref>NBC rejects TV ads for Dixie Chicks film, David Bauder, Associated Press, October 28, 2006</ref>
[edit] Network executives
- Dawn Ostroff, President of Entertainment (from UPN)
- John Maatta, Chief Operating Officer (from The WB)
- Michael Roberts, Executive VP of Current Programming
- Kim Fleary, Executive VP, Comedy Development (from UPN)
- Paul McGuire Senior VP, Network Communications (from The WB)
- Betsy McGowen Senior VP and General Manager of Kids WB! on The CW (from The WB)
- Rick Mater, Senior VP, Broadcast Standards (from The WB)
- Eric Cardinal, Senior VP, Research (from UPN)
- Elizabeth Tumulty, Senior VP, Network Distribution (from The WB)
- Jennifer Bresnan, Senior VP, Alternative Programming
[edit] See also
[edit] Footnotes
<references/>
[edit] External links
[edit] Press releases
es:The CW Network fr:The CW Television Network it:The CW nl:The CW Television Network pt:The CW Television Network sr:Си Даблју мрежа sv:The CW
