When the network, which is a marriage of the now-shuttered WB and UPN, was in the planning stages last summer, executives were confident as they inherited the cream of its predecessors' crop with America's Next Top Model and Everybody Hates Chris joining the ranks of Gilmore Girls, Veronica Mars and 7th Heaven.

"We're hoping one plus one will equal three," CW and former UPN president Dawn Ostroff said at the time. So far, it has equaled less than one: CW has fewer viewers than either WB or UPN did at this time last season, though the new network is up 6% from WB among its target audience of ages 18 to 34.

But last week, Veronica earned its highest ratings ever among that younger group, One Tree Hill had its best showing in nearly a year, and Friday Night Smackdown and top-rated Top Model scored season highs. All four shows have made slight gains over last fall.

"The dust is starting to settle," Ostroff says, noting that many viewers had to find the programs on a new channel. The network is optimistic it could earn a profit this year, following years of combined losses at WB and UPN.

"There were so many elements to putting this network on the map. To expect it to start off (strongly) right away was unrealistic," she says.

She attributes the growth to viewers gradually finding the shows, but the gains also coincide with weaker competition as ABC's Dancing With the Stars ended its season and repeats elsewhere crept in.

"They're probably not doing as well as they wanted to or expected to," says Carat USA media-buying chief Andrew Donchin. "Admittedly, progress is slow, but they're headed in the right direction."

Says Starcom Media research director Sam Armando: "Clearly, this year is about CW building a brand (rather than) a programming lineup that will significantly build an audience. That's why you saw two new programs as opposed to five or six. But now the onus is on developing (new) programs."

Beauty and the Geek, WB's successful reality series, returns Jan. 3; in March, look for reality series The Search for the Next Pussycat Doll and Hidden Palms, a teen drama from Kevin Williamson (Dawson's Creek).

Enlarge By Michael Yarish A return hit: Tyra Banks, right, chooses contact lenses for Michelle on America's Next Top Model, which scored a season high.