Source: Media Life

"Stumbling, CW revamps its primetime"

Swapping Mondays and Sundays to bolster ratings

By Kevin Downey
Oct 6, 2006

When it was first announced, media people saw the CW network as
merging the best of the WB and the UPN. But as its fall launch got
closer, a grimmer realization set in: The new network could well
struggle to even match their ratings.

Two weeks into its launch, the CW is indeed struggling, with ratings
below those that both UPN and the WB had in most demographics this
time last year. The CW lineup of African-American comedies on Sunday
night, brought over from UPN, and old WB teen fair Monday through
Thursday, isn't working.

Perhaps more interesting, it's the old WB shows that are hurting most.

Come Monday, in the first of what could be a string of changes, the CW
is moving the black comedies from Sunday, where they underperformed in
their debuts, to Monday night, where they had long been a staple on
the old UPN. "Everybody Hates Chris" will lead off the night at 8.

In turn, “Seventh Heaven” and the new “Runaway” will shift from Monday
to Sunday, with "America’s Next Top Model” reruns leading off the
night. The night had begun with "Chris."

“This can only help them,” says Jordan Breslow, director of broadcast
research at MediaCom. “‘Chris’ at 7 p.m. on Sunday was too early. But
at 8 p.m. on Monday, people are ready to sit down for some family
viewing. 'Seventh Heaven' will work. People will find it."

Longer term, the CW will move to replace at least several former WB shows.

In hindsight, those shows were already sagging from age, and media
people believe the CW erred on the side of caution by sticking by them
rather than risking a lineup heavy on new shows. One is “Seventh
Heaven,” now in its 11th season.

“You’re seeing some natural declines,” says MediaVest vice president
and group research director John Spiropoulos. “That would account for
about 30 percent to 50 percent of the declines we’re seeing.”

The CW’s Thursday, with former WB shows “Smallville” and
“Supernatural,” has averaged a 1.5 rating, compared to a 1.7 rating on
the WB last year. UPN comedies averaged a 1.9 on the night last season.

By contrast to the old WB shows, several of the UPN shows are doing
just fine in the 18-34 demographic.

Wrestling on Friday is pulling the exact rating it had on UPN. And
despite disappointing ratings for the black comedies, Sunday ratings
are comparable to the low ratings the WB had last season, thanks to a
“Model” rerun. UPN didn’t have weekend programs.

The CW’s Wednesday is up compared to both UPN and WB on the strength
of “Model,” based on Nielsen Media Research ratings for the season
through Sunday.

The CW has made a point of saying ratings for regularly scheduled
shows, not including repeats, are up from what UPN and the WB had
pulled. And it also notes that its Tuesday rating has doubled since
the beginning of the season now that “Gilmore Girls” and “Veronica
Mars” have premiered.

Apart from its sagging shows, the CW is suffering from lingering
viewer confusion over the merger. Some number of former UPN and WB
viewers haven’t yet found the CW, says Spiropoulos. In two-thirds of
the country the CW is on a different channel than UPN was, and in
one-third the country the CW isn’t on the former WB channel.

“In some of the major markets, we’re seeing relatively stable
ratings,” he says. “I think what they need to do right now is look at
this on a market-by-market basis and do a marketing push where there
are declines.”

The CW is also suffering from a lack of buzz, the result of launching
only two new shows, “Runaway” and “The Game,” says Breslow.

“There was nothing drawing viewers in,” he says. “With the new season,
all the other networks are publicizing new shows. Because of that,
people want to see these shows. And once there, the networks can
promote the rest of their lineups.”

The CW will debut a couple of new programs in midseason, probably
around January. The drama “Hidden Palms” is from “Dawson’s Creek”
creator Kevin Williamson. The network will also debut reality show
“The Search for the Next Pussycat Doll.” And former WB shows “Beauty
and the Geek” and “Reba” are set to return.

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Actually, I am surprised that Smallville and Supernatural are
struggling, but if you're local affiliate didn't make the switch and
you don't have digital cable, it's hard to find the CW.

Nat