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The CW Television Network (2006)

""TV To Talk About""

Type :  


The CW Television Network is a television network in the United States launched at the beginning of the 2006–2007 television season. It is a joint venture between CBS Corporation, the former owners of United Paramount Network , and Time Warner's Warner Bros., former majority owner of The WB Television Network. The "CW" name is derived from the first letter of the names of these corporations . The network features a lineup of shows that, according to its former President of Entertainment Dawn Ostroff, "appeal to people 18 to 34-years-old". The network currently airs programming six days a week: Monday through Friday afternoons and evenings , and Saturday morning children's programming .

The network debuted programming after its two predecessors, UPN and The WB, ceased independent operations on September 15 and September 17, 2006 respectively. The CW's first two nights of programming—Monday and Tuesday, September 18 and September 19, 2006—consisted of reruns and launch-related specials. The CW marked its formal launch date on Wednesday, September 20, 2006, with a two-hour season premiere of America's Next Top Model.

The CW lineup has featured on a mixture of programming that originated on both UPN and The WB along with its own original programs, mostly targeted towards women and young adults.


 Origins (1995–2006)
The CW is a successor to The WB and UPN, both of which 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, 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. However, in the subsequent 11½ seasons, both networks were able to air several series that became quite popular.

Towards the end of their opening decade, both television networks were in decline, unable to reach the audience or have the effect that Fox had gained within its first decade, much less that of the Big Three . In the eleven years UPN and The WB were on the air, the two networks lost a combined $2 billion. Rather than facing questionable futures as separate networks, executives from CBS and Warner announced on January 24, 2006, that they would shut down their respective networks and combine resources to form a new broadcast network, to be known as The CW Television Network, that would at the outset feature programming from both networks as well as new content.

CBS chairman Les Moonves explained that the name of the new network was formed from the first letters of CBS and Warner Bros, joking, "We couldn't call it the WC for obvious reasons." Although some executives reportedly disliked the new name, Moonves stated in March that there was "zero chance" the name would change, citing research claiming 48% of the target demographic was already aware of the CW name.

 Beginnings (2006–2011)
Like both UPN and The WB, The CW targets its programming to younger audiences. CBS and Warner Bros. hoped that combining their networks' schedules and station lineups would strengthen The CW into a fifth "major" broadcast network. Unlike the "Big Four" broadcast networks, The CW does not offer national news or sports programming to their affiliates; however, some affiliates do broadcast local news and/or sports, and many, mostly CW Plus stations, air the nationally syndicated Orlando-based morning show, The Daily Buzz.

On September 11, 2006, a new, full version of the network website, , was launched. The website now contains links to The CW4Kids and now features more in-depth information of CW shows.

The CW launched with a premiere special/launch party from CBS-produced Entertainment Tonight at Warner Bros. Studios in Burbank on September 18, 2006, after a repeat of the 7th Heaven 10th-season finale; the same schedule was repeated on September 19, 2006 with Gilmore Girls' 6th-season finale. 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 SmackDown!, which launched their new seasons on September 20 and September 22 respectively, with full-night premieres. When America's Next Top Model launched on September 20, 2006, The CW scored a 3.4/5 in the households. It scored a 2.6 rating in the Adults 18–49, finishing fourth in that demographic and beating Fox's 2.2. 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.

On May 9, 2008, The CW announced it would lease its Sunday lineup (5:00–10:00 p.m. ET) to an outside company, Media Rights Capital . The move allowed The CW to concentrate on its Monday-thru-Friday schedule (Sundays have historically been a low-rated night for the network) while giving MRC the right to develop and schedule programs of its own choosing and reap ad revenue generated by its lineup. The Sunday series that were scheduled—two reality series (4Real and In Harm's Way) and two scripted series —performed poorly in the ratings , prompting The CW to scrap its agreement with MRC and program Sunday nights on its own as of November 30, 2008, adding reruns of The Drew Carey Show and Jericho and movies. This time was later given back to local affiliates.

WWE Friday Night SmackDown stopped airing on The CW after the September 26, 2008 episode due to negotiations ending between WWE and The CW Network. The network later confirmed that the CW had chosen not to continue the WWE broadcast because the network had redefined its target audience as exclusively 18- to 34-year-old women Although it continues to air some shows that target male viewers such as Smallville and Supernatural. Thanks to the WWE, MyNetworkTV has beaten The CW in the Friday ratings every week since its debut, though The CW continues to beat MyNetworkTV overall. However, SmackDown left broadcast television altogether in October 2010 when the show moved to cable network Syfy.

The CW has generally struggled in the Nielsen ratings since its inception, primarily placing fifth in all Nielsen statistics, and in several slots, has even been outrated by the Spanish language Univision. This has led to speculation in the industry that CBS, Warner Brothers, or both companies could abandon the venture if ratings do not improve. However, The CW's fortunes were buoyed in the fall of 2008 and 2009 thanks to increased ratings in its 18–34 female demographic and the buzz that some of its newer series have generated. Executives of both companies have emphasized their commitment to the network.

On May 5, 2009, the network announced it was beginning the process of giving the five hours of network time on Sundays back to the CW affiliates as of fall 2009, thus becoming a weeknight-only network in primetime, along with The CW Daytime and The CW4Kids Saturday block. Subsequently in mid-May, 65% of the network's affiliates, including those airing the CW Plus schedule, signed agreements to continue to air the replacement MGM movie package on Sunday, which was offered as a traditional movie syndication package meant for the CW's former Sunday primetime slot.

 New leadership (2011–present)
In 2011, Mark Pedowitz succeeded Dawn Ostroff, but with broader responsibilities in The CW's business operations than she did, as the network's first president. As President of Entertainment, Ostroff oversaw entertainment operations while John Maatta, the network's Chief Operating Officer, handled business affairs, and both reported to a board composed of CBS and Warner Bros. executives. Now Maatta will report to Pedowitz.

Pedowitz has revealed that the core target demo of the network will not change, though they will attempt to lure new viewers. He is also looking to bring comedies back to The CW after former president, Dawn Ostroff, publicly declared the difficulty of doing comedies for their target demo. Pedowitz is planning on bringing a new superhero show to the network and more procedural series that repeat better but still have a CW feel to them. He noted that value of having shows that repeat better than their current line-up, which he is hopeful for with Hart of Dixie as it has different medical cases each week. Pedowitz has mentioned his reasoning for bringing back One Tree Hill despite the season eight finale working as a series finale. He said he knew about the strong fanbase before coming to The CW and thought it would be a "treat" for viewers to give them one final season.

The network has ordered more episodes of its original series and plan to run straight though the first week of December, starting September 12th, without repeats.

In late 2011, the network made digital distribution deals with Netflix and Hulu. The Netflix deal is a four-year deal that will allow its customers to instantly watch more than 700 hours of previous seasons of scripted series that currently air on The CW, while Hulu inked a five-year deal, giving the streaming site access to next-day content from four of the five major networks.

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Whole or part of the information contained in this card come from the Wikipedia article "The CW (телеканал)", licensed under CC-BY-SA full list of contributors here.