November sweeps are almost over, and fledgling TV network, The CW, is not faring any better than its predecessors, The WB and UPN.
CBS Corp. and Time Warner formed the joint venture, The CW Network LLC, after decade-long experiments in the broadcast TV business never climbed out of the basement — not to mention the financial drag of almost no profitable seasons. The merger promised improved ratings and revenues because both networks would bring their best shows to The CW. However, two months have past, and the new network remains in fifth behind the major broadcasters ABC, CBS, Fox and NBC. Only two of its shows have received a Nielsen rating above 3.0 or a market share above 5.
Unlike the majors, The CW has no national news or sports — unless you consider WWE Smackdown a sport. Consequently, the network has a younger female demographic than the majors, and its lineup reflects its audience. Its lineup also relies heavily on expensive hour-long dramas. In its 12 hours of primetime broadcasting, half of the shows are dramas, the rest is a mix of comedies and unscripted "reality" shows. Come January, the network will introduce two reality shows. Nonetheless, the dramas will remain making its lineup an expensive format that even the majors have started to eschew. Recently, NBC cut its reliance on hour-long dramas in favor of prime-time game shows — a TV staple that the CW and its precursors never tried.
Interestingly, the fledgling network's troubles could be dragging down Tribune's efforts to sell itself, according to Dealbook. The troubled media company owns 14 CW affiliates, and the stations have a decade-long contract agreement to air The CW. —Matthew Wurtzel
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