The CW Television Network
From Wikipedia, the free encyclopedia
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| Type | Broadcast television network |
|---|---|
| Country |  United States |
| Availability | United States, Canada and Mexico |
| Owner | The CW Network, LLC (CBS - 50% / Warner Bros. - 50%) |
| Key people | Dawn Ostroff John Maatta |
| Launch date | September 18, 2006 |
| Website | www.cwtv.com |
The CW Television Network, or more casually The CW, is a television network in the United States launched during the 2006-07 television season and is also available in Canada. It features a mixture of programming from both UPN and The WB television networks, which both ceased independent operations the week of September 17, 2006. The network, which targets younger viewers[1], 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 with last season's 7th Heaven finale and then an Entertainment Tonight-produced show entitled ET Presents: The CW: The Birth of a New Network, covering the CW launch party from Warner Bros.' Burbank studios, on Monday, September 18, 2006. The same format was used with last season's Gilmore Girls finale, and another special entitled ET Presents: The CW Launch Party, on September 19). However, the network marketed its formal launch date as Wednesday, September 20, with the 2-hour season premiere of America's Next Top Model. [1]
Contents |
Origins
The WB and UPN both launched in January, 1995 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.
Like 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.
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, that March Moonves stated 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.
The WB closed their network on Sunday, September 17 with a five-hour block of pilot episodes of their past signature series, including Felicity, Angel, Buffy (which was a two-hour episode) and Dawson's Creek, and during commercial breaks, re-airings of past image campaigns and network promotions. This plan will involve promo spots given to the cable networks currently carrying these shows in off-network syndication, along with ads for each series' TV-on-DVD box set [2].
UPN closed their network on Friday, September 15, with its usual airing of WWE Friday Night SmackDown!; in addition some stations may air the network's usual, but optional, weekend repeat block. The low-key closure is not surprising given that in nine media markets, including the three largest, UPN is not available because the local affiliates are owned by Fox Television Stations Group and switched to its new network, MyNetworkTV, on September 5. UPN programs ended on WPWR in Chicago and KUTP in Phoenix on September 1, and on the other seven Fox-owned stations (including WWOR-TV in New York City and KCOP in Los Angeles) the day before, August 31.
Several CW-to-be affiliates began airing Smackdown a few weeks early to replace UPN affiliates who had made the switch to MyNetworkTV. [3] Otherwise, it was unclear whether MNTV affiliates would air UPN or WB programs at all in most of the markets outside the 10 in which the MNTV station is owned by Fox. [4]
On September 11, 2006, the 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 [5]; the same schedule will be repeated on September 19 with Gilmore Girls' 6th season finale [2]. The network will continue 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 will launch their new seasons on September 20 and 22 respectively, with full-night premieres. The network's second week will consist of all season/series premieres for all other series from September 25-October 1, with the exception of Veronica Mars, which will debut its third season on October 3 [6].
Stations
Following the network announcement, The CW immediately announced ten-year affiliation agreements with the Tribune Company and CBS Television Stations Group. Tribune has 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 will also own several UPN/WB stations not joining The CW in overlapping markets. As part of its agreement, Tribune agreed to divest its interest in The WB and will 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 will become a CW affiliate. Executives are on record as preferring the "strongest" stations among existing The WB and UPN affiliates. However, as the "merger" is 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 will be a different station than either the existing The WB and UPN stations. In Helena, Montana, i affiliate KMTF will become a CW station. In Las Vegas, Nevada, independent station KVCW has 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.
Under the new network, a new service titled The CW Plus [7] will serve Nielsen DMAs with rankings of 100 and lower. It will be similar to The WB 100+ Station Group, which supplied locally-branded WB-affiliated cable channels. In most cases, distribution for The CW Plus will cover not only cable but broadcast as well, including the digital subchannels discussed above.
On March 1, five affiliates—four WB, one UPN—were the first outside the CBS/Tribune core to sign CW affiliate deals. [8]. Through May 18, 2006, 174 stations have become affiliates of the CW, reaching 105 million households and covering 95.3% of the country (the latter two figures excluding the future CW stations in Puerto Rico and the U.S. Virgin Islands). The largest market without a signed affiliate as of September 17([9]) is Honolulu, Hawaii (ranked #72), with a handful of markets in the 90s and several further down also lacking an affiliate.
(Two stations with construction permits in markets without the CW—KKAI in Kailua, Hawaii near Honolulu and WCWF in Saranac Lake, New York, in the Burlington-Plattsburgh area—are thought to be CW affiliates, but neither has signed. There are now indications that WFFF, the Fox affiliate in the Burlington area, will pick up the CW as a secondary affiliation. The fate of KKAI remains unknown.)
Station groups with a large number of affiliates include Pappas Telecasting, ACME Communications, and Sinclair Broadcast Group, although many other large groups, including Hearst-Argyle, Clear Channel, and Belo have signed up selected stations. Sinclair signed on in early May despite reservations with The CW's reported demands for reverse compensation ([10]).
While WGN-TV in Chicago will be part of the new network, its out-of-market Superstation WGN feed, which does not currently air WB programming, will similarly not air programs from The CW Network.
Several affiliates have changed their call letters to reflect their new affiliation with the CW (e.g. WNPA-TV to WPCW-TV, WJWB to WCWJ, WHCP to WQCW, WEWB to WCWN, KWCV to KSCW, WBDC to WDCW, KBHK to KBCW, and KHWB to KHCW). In August, CBS Corporation's soon-to-be CW stations dropped all references to UPN from their branding.
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 will be launching 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).
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 affects more markets, it is unlikely to cause the same degree of viewer confusion, as no affiliates of the four major networks will be dropping those affiliations. The disappearance of The WB and UPN will be 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 (or may sign) with My Network TV while others will elect 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 will sign off permanently and cease to exist; for example, the "UPN17" cable channel run by Dayton, Ohio's WHIO-TV will stop broadcasting at the end of 2006.
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 My Network TV, a programming service meant to fill the two nightly prime time hours that will open on its UPN-affiliated stations after the start of The CW. Fox has also offered the service to other stations. [11]
Following the network announcement, Tribune indicated they would be interested in Fox-developed programming blocks such as My Network TV for its three stations not taking the CW affiliation—WPHL, WATL and KTWB (now KMYQ)—and on May 15, Tribune announced that those stations would become My Network TV affiliates. [12] In contrast, CBS initially seemed more hostile to MNTV, and announced its remaining UPN affiliates would all become independent stations. Eventually three CBS-owned stations—WBFS in Miami, WUPL in New Orleans, Louisiana (awaiting sale to Belo), and WB affiliate WTCN-CA in West Palm Beach, Florida—decided to affiliate with MNTV. WSBK in Boston will remain independent; KTXA in Dallas was constrained to independence in any event, as Fox-owned KDFI had taken the My Network TV affiliation.
Meanwhile, four former UPN affiliates have joined older networks. WLQP-LP in Lima, Ohio became the local ABC affiliate on September 1, 2006, while WSWG in Valdosta, Georgia became a CBS affiliate and added MNTV as a digital subchannel on September 4. WJKT in Jackson, Tennessee and the digital subchannel of WBOC in Salisbury, Maryland joined Fox on August 21, 2006.
Other repercussions
- Despite the launch of the CW on September 18, many households around the country will not be able to see the new network when it premieres due to many stations in several markets not being able to a strike deal with Time Warner Cable. In many markets like, Charleston, South Carolina, El Paso, Texas, Palm Springs, California, Corpus Christi, Texas, and Lima, Ohio, where the CW will be broadcast on a digital subchannel of the station's primary affiliate, many of these stations have been unsuccessful in getting Time Warner Cable to carry The CW on their basic cable lineups. Ironically, The CW is 50% owned by TWC's parent company, Time Warner.
- In three of the top 10 media markets (Boston, Dallas/Fort Worth, and the San Francisco Bay Area), programs from the WB, UPN, and MyNetworkTV were all available to viewers from September 5 to September 17. That was because MNTV is affiliated in those markets with former independent stations WZMY, KDFI, and KRON respectively. In a related development, USA Today dropped UPN from its daily primetime listings in its September 5 print editions, replacing them with listings for MNTV; listings from the CW replaced those from the WB after the CW launched.
- Prior to the MNTV announcement, several stations had reportedly begun to search for new programming to fill empty timeslots, likely to further boost the fortunes of the syndication industry.
- On January 27 2006, La Crosse, Wisconsin UPN affiliate KQEG dropped its UPN affiliation, becoming the first known station to drop an affiliation due, presumably, to the merger. It has retained its FamilyNet affiliation.
- Granite Broadcasting had previously reached an agreement to sell their WB-affiliated stations in San Francisco and Detroit—KBWB and WMYD (the former WDWB), respectively—to AM Media, a unit of private equity firm Acon Investments. With the dissolution of The WB, and with CBS owning UPN stations in both cities already announced as joining The CW, the deal between Granite and AM Media eventually fell apart, and Granite announced its intentions to sell the stations to DS Audible, LLC instead for a lesser price. Granite is now suing CBS and Time Warner over the failed deal. [13] On July 18 2006, the DS Audible deal also fell apart. [14]
- CBS filed suit against Belo in early 2006 for allegedly reneging on the purchase of WUPL in New Orleans, following the announcement that Tribune-owned competitor WNOL would take the CW affiliation (but before WUPL's affiliation with MNTV was announced).
- After the end of May sweeps, as both networks have started shutting down, stations have begun to pre-empt UPN and WB programming en masse for various reasons. UPN affiliate WACY in Appleton-Green Bay (that market's future My Network TV station) as of June 5) began to replace all of the network's second hour of programming whenever possible (except for Veronica Mars) with airings of infomercials [15].
- Cincinnati's WBQC (which will not be affiliating with the CW, or MyNetworkTV) has continued to air UPN, but as of July 4 moved the network to a deep late night slot, from 2am-4am early Tuesday morning-early Saturday morning. The July 4 date was used to promote the station's "Independence Day" programming. [16].
- Salt Lake City's KPNZ, which will also did not affiliate with either network, removed UPN programming entirely in June, and the network did not find a replacement until its demise.
- Springfield's WBQT was at one point seen as a CW affiliate on the official website, and even started advertising as such. Due to a lack of confirmation, the station's call letters were removed. However, on August 29, 2006, WBQT signed a formal affiliation agreement with the CW.
Imaging and presentation
Imaging and presentation have also changed, along with the schedules of both networks, as they have started to shut down:
- Similar to UPN's localizing branding, CW affiliates are added their city or region to their new bugs. For example: WUPA is now CW Atlanta, and KVCW (formerly KFBT) is now CW Las Vegas. However, some stations opt 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.
- As of August 14, 2006, UPN and The WB stopped inserting their bugs into prime time programming, which allows soon-to-be CW affiliates to add The CW lower thirds and bug during this time. WB affiliates automatically had The CW lower thirds and bug inserted into primetime programming.
- UPN also ended all promotional advertising for their programs during network time on the same day, though local stations may still be airing promos for network shows (except for audition promotions during America's Next Top Model). On the WB, advertising for their shows continues during their network time, though the promos are mixed between WB and the CW.
- Possibly because of station pre-emptions, UPN has stopped customizing closing credits to their graphics scheme, instead showing studio credits full-screen with theme music and no promo (except for America's Next Top Model, which had a preview of the next episode on the left of the screen, and credits to the right). Meanwhile, The WB's closing credits remain in the standard "bottom 1/3rd credits, top 2/3rds promo" format.
- The WB brought back reruns of the sketch comedy series Blue Collar TV to Wednesday nights, along with repeat and unaired episodes of Just Legal on Sunday nights, though both programs have long since been cancelled. The network's infamous "Friday night death slot" has also featured low-cost movies on some weeks.
Marketing
The network's first marketing campaign was "Free to Be". The campaign included advertisements in bus shelters, 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) and "fearless" (Veronica Mars). The ads normally include one more descriptive--"together"--used to unify the network and its programming with the viewer.
An example can be found on the CW home page. Also, the original three-minute commercial that was used in the upfront presentation is still available from the website of WCWJ in Jacksonville, Florida. (Click on the link from the WCWJ page to see it.)
Programming
The CW network will adopt The WB's present 30-hour programming schedule. It will provide 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 Easy View repeat block); 3–5pm weekday afternoons (currently off-network repeats under The CW Daytime banner, formerly known as Daytime WB); and a five-hour Saturday morning animation block called Kids' WB on The CW presents Too Big For Your TV (keeping the popular Kids' WB! name).[17]).
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.
Fall 2006-2007
Shows carried over from The WB are in red; shows carried over from UPN are in green. New network shows are in yellow.
Times given are ET/PT
| Primetime | 7:00 PM | 7:30 PM | 8:00 PM | 8:30 PM | 9:00 PM | 9:30 PM |
|---|---|---|---|---|---|---|
| Sunday | Everybody Hates Chris (NN) (NT) (10/1) | All of Us (NN) (NT) (10/1) | Girlfriends (NN) (NT) (10/1) | The Game (10/1) | America's Next Top Model (NN) (NT) (E) (10/1) | |
| Monday | Local Programming | 7th Heaven (9/25) | Runaway (9/25) | |||
| Tuesday | Gilmore Girls (9/26) | Veronica Mars (10/3) | ||||
| Wednesday | America's Next Top Model (9/20) | One Tree Hill (9/27) | ||||
| Thursday | Smallville (9/28) | Supernatural (9/28) | ||||
| Friday | WWE Friday Night SmackDown! (9/22) | |||||
- See separate articles on Kids' WB and The CW Daytime for daytime programming.
- Subtract one hour for Central and Mountain time.
- Scheduled premiere dates shown in parentheses
- (NT) - New Time (versus time of programming on The WB or UPN)
- (NN) - New Night (versus time of programming on The WB or UPN)
- (E) - Encore Presentation
Notes about the fall lineup
- The fate of Reba, one of the more popular programs on the WB, was in question because its audience didn't fit the demographic the new network is targeting. At the eleventh hour on May 17, The CW renewed the series with a 13 episode order [18], but the show will not return until midseason. The pickup was reportedly done to fulfill a syndication contract worth a reported $20 million. In the meantime, Reba will be part of The CW Daytime at the CW's launch.
- 7th Heaven, which had ceased production after ten seasons on The WB, was given a last-minute 13 episode renewal and its traditional Monday timeslot on The CW. That episode order was recently elevated to a full 22.
- The "EasyView" repeat block from The WB, which airs before Sunday primetime from 5pm-7pm Eastern, is retained under The CW, showing repeats of the previous week's episodes of the comedies running from 7pm-9pm [19].
Midseason
- Reba (sitcom) (WB)
- Beauty and the Geek (reality) (WB)
- Hidden Palms (drama) (New)
- The Search for the Next Pussycat Doll (reality) (New)[20]
- Gossip Girl (drama) (New)
- Aliens In America (sitcom) (New)
See also: 2006 Broadcast TV Fall Primetime Lineup
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
See also
Footnotes
- ^ 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.
- ^ TV Guide, September 11, 2006, pg. 8
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