As it prepares to celebrate its two-month birthday, the fledgling CW network is struggling to find a seat at the grown-ups' table.
Formed in January when the youth-oriented WB and UPN merged into one, the CW made its broadcast debut Sept. 20 with a lineup that featured two new programs and 11 old favorites inherited from its parent networks.
FRED NORRIS / The CW
The steamy teen drama "One Tree Hill" - starring Chad Michael Murray and Sophia Bush - is one of the few returning shows to receive higher ratings after moving to the CW network. |
It was a safe prime-time schedule that reflected the new broadcast outlet's modest goal. In an already overcrowded media marketplace, the CW – which airs locally on Channel 69 (Cable 5) – would use fan favorites like “Gilmore Girls” and “America's Next Top Model” to bring UPN and WB viewers into the CW clubhouse. And where the faithful went, perhaps newbie viewers would follow.
And maybe they will. But it hasn't happened yet.
So far, the majority of the CW's returning shows are drawing fewer viewers than they did a year ago on their old networks. And its best-reviewed newcomer – the family drama “Runaway” – was canceled after just three ratings'-starved episodes.
That leaves the new fifth network looking very much like a third wheel.
“What they said they wanted to accomplish at the beginning was to get the message out that they are on the air and that these shows are still around. They accomplished that,” said Marc Berman, senior television analyst with Mediaweek magazine and Mediaweek Online. “But, overall, it's disappointing. I thought they would be doing better than they are doing now.”
As of the end of October, ratings for the CW's “7th Heaven” were down 33 percent among adults 18 to 34. “Supernatural” was down 32 percent, and “Gilmore Girls” and “Smallville” were both down 22 percent. And the urban sitcom block, which started out the season on Sunday nights but was quickly moved to Mondays when ratings plummeted, had a particularly rough beginning. The critically beloved “Everybody Hates Chris” lost 54 percent of the young audience, “All of Us” lost 35 percent, and “Girlfriends” lost 32 percent.
In the CW's defense, the fall of 2006 has been challenging for many returning shows. For the first week of November sweeps, “CSI” was down nearly 8 million viewers from last year. “Lost” was down by 4 million. “Without a Trace” was missing more than 7 million viewers, and even the top-rated “Desperate Housewives” had lost almost 3 million fans.
“You have a lot of veteran shows on the air that are getting really long in the tooth,” Berman said. “And every year, it gets a little tougher. There are so many technological options when it comes to watching TV, and it's very hard on the networks.”
It is a new media world out there, which is why the CW's decision to make its broadcast debut with such safe old-timers as the 10-year-old “7th Heaven” and the 6-year-old “Girlfriends” was such a risky move.
On the one hand, the returning shows gave the CW name-recognition and a built-in audience of motivated viewers. But it also made this new network look less than fresh. There was an aggressive marketing campaign (including a popular MySpace page), a snazzy interactive Web site and plenty of press coverage. But most of the hoopla was surrounding shows viewers had seen before – many of which had seen better ratings' days.
“They said they were taking the best of both networks, but you have to ask yourself, was the best really that good?” Berman said. “It was a new network, but it didn't have a new feel. And I think that's hurt them.”
It is not all discouraging news for the newcomer. The CW is the only non-cable network that specifically targets viewers aged 18 to 34, and its best-of-both-networks lineup has resulted in a slight increase in the most important audience of all.
While ratings for most shows are down, total viewership among adults 18 to 34 is up 6 percent compared to the WB at this time last year, and 12 percent above UPN. Both “Veronica Mars” and “One Tree Hill” recently had their most-watched episodes ever, and “Friday Night Smackdown” has seen viewership in the target demographic increase by 21 percent.
Meanwhile, “America's Next Top Model” tied with “Dancing With the Stars” for first place among women 18 to 34; “Smallville” was the No. 2-ranked show for men 18 to 34; and “Gilmore Girls” was the No. 2 rated show in its time period for women 18 to 34.
The CW is also pleased to note that in the first week of November sweeps, the majority of its shows earned their highest ratings of the season so far.
“We're very happy that 'Veronica Mars' and 'One Tree Hill' are benefiting from their new lead-ins, and we have also seen that a lot of the shows are steadily increasing, which is an indicator that fans are finding the shows,” said Paul Hewitt, the CW's vice president for corporate communications. “And to be as successful as we are with our target demographic in key time periods, that's a positive thing.”
Even so, there is plenty of room for improvement. The CW's Web site is packed with nifty interactive features, but it is the only broadcast network that doesn't make at least a few of its programs available for online viewing. Considering its youthful focus, this failure to stream is a particularly baffling oversight.
“We are definitely going to be involved in more new media,” Hewitt said. But he could not be more specific about the network's streaming plans.
On the programming front, “Reba” returns Sunday, and the CW has announced the midseason return of “Beauty and the Geek.” The network is also touting new ventures with “Dawson's Creek” auteur Kevin Williamson and “Friends” co-creator Marta Kauffman. There is also a reality show following the search for the next member of the Pussycat Dolls pop group.
There has been no official word yet on when this infusion of new blood will occur, but it needs to be soon. Or else this baby network could be off the entertainment radar before it even gets out of the crib.
