NEWS

UPN + The WB = The CW

Written by Sterfish
Published January 25, 2006

After over a decade of battling each other for fifth place, CBS Corporation's UPN and Time Warner's The WB have decided to put down their dukes and join forces. It was announced on Tuesday that the two networks would merge and form The CW with "C" standing for CBS and "W" standing for Warner Bros.

The new network will follow the programming model of The WB with primetime programming airing Sunday-Friday, afternoon programming airing on Sundays and weekdays, and a 5-hour block of kids' programming on Saturday mornings.

The CW will be a true joint venture between the two corporations. CBS and The WB will each own a 50% stake in the new network. The board of directors of the new network will be made up equally of CBS-appointed and Time Warner-appointed members. Dawn Ostroff, the current head of UPN, will become president of entertainment at the new network while The WB's COO John Maata will take the same position at The CW. Tribune Co., a minority owner of The WB, gave up its stake in exchange for a 10-year deal to air The CW on 16 of its stations.

While it seems shocking that these two networks would merge, it just may be the best move to ensure the networks' continued survival in some form. Affiliation agreements between UPN and News Corp.-owned stations are set to end in August and fortunes have been declining for The WB as of late.

The 2006-2007 schedule for the new network won't be announced until May, but it's expected that many of The WB and UPN's hit shows such as Smallville, Gilmore Girls, Veronica Mars, and Everybody Hates Chris will make the jump to The CW. However, this merger will leave the futures of a lot of shows in doubt. Many of UPN's African-American-driven comedies probably will not make the transition to the new network. The same may also be true of The WB's Everwood, Living With Fran, and Twins.

Also, the merger will have a big impact on many local television stations across the country. Current WB and UPN affiliates that will not carry content from The CW will have to scramble to find alternative primetime programming, including CBS-owned and Tribune Co.-owned stations in seven markets.

With an established library of shows and the resources of two media giants, The CW is poised to make a much bigger splash in the world of broadcast networks than either UPN or The WB did on its own. Transitional glitches and odd name aside, it will interesting to see if The CW will become to the big four what Fox was to the big three.

Sterfish is an entertainment junkie and aspiring writer. You can read reviews, essays, and more at his blog Sterfish’s Place and on MOG.
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UPN + The WB = The CW
Published: January 25, 2006
Type: News
Section: Video
Filed Under: Video: News, Video: Film and TV Business, Video: Television
Writer: Sterfish
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Comments

#1 — January 25, 2006 @ 10:41AM — Niraj [URL]

I live in Boston, and we have both UPN and WB. It will intteresting to see which station will get CW.

#2 — January 25, 2006 @ 12:54PM — -E [URL]

Yeah we have both as well where I live. I hope they keep Veronica Mars. Though I am quite addicted to One Tree Hill as well. It will be interesting to see which programming from each station now gets picked up on the CW.

What made them think The "CBS WB" sounded like a fun name?

#3 — January 25, 2006 @ 14:06PM — DJRadiohead [URL]

This is a good thing. Instead of two networks I don't watch there will be only one. =P

#4 — January 25, 2006 @ 14:56PM — Brent [URL]

The Tribune station in Boston gets The CW which means WSBK goes independent again. Wikipedia has a listing of which cities get Tribune as The CW and which get CBS. There are also a number of Fox owned stations (the ones they bought from Chris-Craft) which are also orphaned in this merger, mostly in big cities - New York, Los Angeles and Chicago among them.

#5 — January 25, 2006 @ 15:36PM — Ty

One bad network (WB) merging with one really bad network (UPN)??

I don't think this is the next FOX.

But at least most of the UPN black comedies will be gone. They don't appeal to a wide audience like Everybody Hates Chris or Chapelle's Show (Comedy Central, now gone because Chapelle had a breakdown).

#6 — January 25, 2006 @ 18:43PM — Baronius

Both networks have had problems finding affiliates. This has kept their ratings down, not (just) because of the quality of their shows, but because you can't see a UPN or WB show in many markets. But the wierd thing is that they compete in many of the same markets. So the CW won't have twice the stations; they'll have something like 25% more stations. That's not going to turn things around.

As for the new schedule, UPN has been the network of black urban sitcoms and wrestling - not a lot of overlap in those demographics. WB has targeted white teenage girls and sci-fi fans - again, not much overlap. So, the CW will likely have an impossibly fractured target market. Just try to picture the schedule: America's Next Top Model followed by Smallville?

#7 — January 25, 2006 @ 19:29PM — Ty

Most likely the new network will keep the same idea in mind: each mini-demographic gets their own night.

One night is for rasslin fans, one night is for "white teen girls", another is for Sci-fi/comic book fans, and yet another is for fans of sub-par sitcoms.

There IS a bright spot here:
CBS could use this channel to experiment with shows that they are too scared to put on the main CBS network right now. Think of it as the minor leagues of network TV: this would give CBS the chance to greenlight more shows, put them in the minors, and if they do well, they get the call-up...similiarly strugging shows with a fanbase (one of these days Survivor WILL fade, trust me!), they can send it to the minors for a gradual death.

We haven't seen this much yet in TV, but we should. If this happened, perhaps a show that CBS would normally pass on gets picked up for CW and turns out to be the greatest TV of all time. CBS should take advantage of the fact that it has a main broadcast network (CBS) and a secondary one (CW). Others only have one main network and then secondary CABLE networks (FX, MSNBC, CNBC, ABC Family).

#8 — January 25, 2006 @ 21:13PM — Baronius

Ty, if you're combining UPN's and WB's schedule, you're going to have 8-9 nights of sub-par sitcoms. :)

My thinking is that networks rely on fanbases. NBC used to have interchangable sitcoms that they would interchange - how many nights was Wings on? CBS is the Crimescene Broadcasting System. You watch Tuesday, you see an ad for something interesting on Friday. Another example would be the way NBC's dynasties of primetime, late night, and morning used to support each other.

The dream is to have a balanced schedule of popular dramas, comedies, news magazines, et cetera. But that never happens. You target a demographic and try to bring them in every night. CBS's old people, WB's giggly girls, whatever. UPN never really had success with reality shows until it played to its black sitcom market with Tyra Banks.

I think UPN and WB both suffered because they didn't have a single, solid demographic. This problem will only become bigger with the CW.

#9 — January 25, 2006 @ 21:23PM — reggie von woic

phew! Gilmore Girls and Smallville are still on!!
That's all i need.

#10 — January 31, 2006 @ 22:23PM — Joanie [URL]

Sterfish, I've made this one of my Ed. Picks for the week.

#11 — February 5, 2006 @ 16:17PM — Lisa

I dont like the UPN, WB is okay b/c it has One Tree Hill and some other shows....so if One Tree Hill doesnt make the cut, CW will just be bad.

#12 — March 10, 2006 @ 19:54PM — michael

my family and i watched charmed one of the cut shows.it was considered our family time.its kinda a shame the take family shows like charmed and keep everybody hates chris.i really like smallville but with famliy time taken from my family i might not watch cw.

#13 — March 14, 2006 @ 15:00PM — Allure

They have to include One Tree Hill in the final show listing. They need a teen oriented show in the network like FOX's the O.C.. The shows that are sure to make the final cut are Smallville (sci-fi), Gilmore Girls (family), Veronica Mars-well this show is teen oriented but its not like One Tree Hill which focuses on teenage reality nowadays.

#14 — April 24, 2006 @ 15:22PM — jojo

The CW need to make sure that one tree hill makes the schedule. one tree hill is one of the best shows out there along with supernatural

#15 — May 5, 2006 @ 01:26AM — brenda

The biggest mistake they are making is taking "Charmed" off.

#16 — May 5, 2006 @ 04:12AM — Brianna

As long as Supernatural and Smallville are still on I could care less.

#17 — May 5, 2006 @ 10:36AM — Missy

Hi i will like the merge because there wont be any comp. bewtween my faverate shows of each it sounds like. I really hope one tree hill makes the cut, it's one of my favorite shows. any idea if madison, wisconsin wb 57 is in on the merge? Upn 14 looks like it will be "my tv network" I need my wb

#18 — May 7, 2006 @ 19:40PM — jess

I hope one tree hill and everwood still are in the line up or else i won't watch the cw... i love those show and reruns of that 70's show

#19 — May 7, 2006 @ 21:58PM — reggie von woic

Has this taken effect yet?
I think i still see both networks separately.

#20 — May 16, 2006 @ 16:16PM — kimi

I LOVE ONE TREE HILL! if they cut one tree hill i will be so mad and never watch tv ever again!!!

#21 — May 16, 2006 @ 23:19PM — Sonal

I HATE this idea! I LOVE the WB and rarely watch UPN. Where will my shows go? That sounds kinda conceided, but I'm more than willing to bet that there are others that agree with me, and others who love UPN and don't watch the WB. I think CW will lose alot of fans because of this. There's a reason because ratings are so competetive between teh two networks--people like what they watch. Who want to loose what they love? I really really really really really hope it doesn't happen. If it does, I really don't see myself watching it.

#22 — May 18, 2006 @ 15:12PM — Response to TY!!!!!!

"But at least most of the UPN black comedies will be gone..." -- Is that a selling point to you. I've never read such a narrow minded comment before.

Regardless of what you happen to watch, those black shows on UPN had their own fanbase, the EXACT same way as the white shows on the WB had their's!!

#23 — May 20, 2006 @ 23:54PM — Darqyou

I Love UPN it is the only network that has shows geared for African Americans. So why would you cut that? There are enough shows for white people. There are four other networks that consist mainly of white sitcoms and dramas. I applaud UPN all these years for bringing black comedy into so many households. I really hope that they do not cut a lot of the black shows. There are enough white shows on as it is.

#24 — May 30, 2006 @ 07:15AM — Audrey [URL]

SAVE EVERWOOD!!

#25 — June 2, 2006 @ 17:30PM — Bear

Shoot your television.
Read comics.

#26 — June 3, 2006 @ 04:51AM — Thomaseo1

This just sucks... CBS owns UPN meaning all of CBSs untested/unwanted crap gets put onto UPN, so UPN won't be any competition, the same thing will happen to the WB till it's dead in ten or less years before the end of the contract. Most of UPNs stuff is African American Orientated and it's a shame that they've taken black comedy from the decent Cosby type shows to the dregs of pointless comedy like Eve. I'm happy that Smallville made it and I doubt that it will last another two seasons or so. After that they either find a newer better show or I'll completely stop watching CW (WB/UPN) Also the naming of this new network is odd since its UPN the subsidiary of CBS is making the merge not the actual CBS so why did they use the C in cw?

#27 — June 7, 2006 @ 19:59PM — Janice

What the world needs now are funny, wholesome comedies! The WB provided that with two three of the most fantastic shows-Everwood, Related, & 7th Heaven. These shows were wonderful-they make us laugh and have a great story plot at the same time. And the reruns of Friends, Will & Grace, Raymond, & Sex-in-the City are my 10:00 highlight of the day. Please consider seriously keeping these shows in place. If not you will loose a very large portion of your watching audience.

#28 — June 13, 2006 @ 00:07AM — seth

we only have a wb station here so i guess thay will get the cw network how ever we can get a upn station from a city about 80 miles from here thay probaly will to because thay have both upn and wb on there station and cincinnait,oh about 60 miles from here there upn station will carry pax

#29 — June 14, 2006 @ 21:25PM — Patrice [URL]

I think CW will be a diverse station; bringing together Gilmore Girls and Girlfriends. I am a fan of Top Model, Girlfriends, and All of Us. Perhaps bringing in other shows will encourage a little more open-minds to the real world. I look forward to the new station and hoping that it will bring new viewers; afterall, no one likes everything that is aired on a station.

Go CW, Go!!!

#30 — June 14, 2006 @ 21:32PM — reggie von woic [URL]

This CW, it stand for....?

#31 — July 4, 2006 @ 21:26PM — brian

im surprised to see this happen. I only watch WB and FOX, UPN once because of buffy .I know UPN has been black for awhile now. But i dont remember when it turned black i turned on the station one day and only one thought came to mind where all the white people at

#32 — July 18, 2006 @ 00:34AM — Neili

Please... Please.. for the sake of my sisters sanity don't take One Tree Hill off the air.

#33 — July 18, 2006 @ 20:32PM — MAGDALENA

POR FAVOR NO SAQUEN ONE TREE HILL DEL AIRE LOS AMO HAY UNA 4º TEMPORADA?

#34 — July 31, 2006 @ 20:21PM — Doesn't Matter

It is a shame that narrow minded individuals seek to dismantle African-American programming. Although African-Americans make up only 12 percent of the total population here in the US, we should not be ignored. Your favorite television company may be getting a class action lawsuit and/or boycotts if suitable programming is not restored.

Think on that!!!!! There is enough room on television for everyone. BET is no longer BLACK OWNED so, now what!

#35 — August 7, 2006 @ 22:50PM — bkennedy [URL]

I'm not watching cw; they deleted by favorite show: Half and Half, and programed some of the other shows at unwatchable times. So, I say good-by CW, I glad I didn't get to know you.

#36 — September 18, 2006 @ 20:25PM — Crystal

As as African American viewer, we must take what we can get in the form of television shows. I will support black shows and black actors whereever I can can as long as they protray positive black images. The fact the this merger removed very successful black shows was and will be a mistake. There are plenty of white shows, plenty. Really, whose thinking felt a need to remove the few prodominently black shows that where aired. Please some other stations get the contracts for those shows and make alot of money!

#37 — September 22, 2006 @ 17:34PM — Ina

All i have to say is to sit in front of your t.v.
get your remote control, then click though the
stations, now tell me how many times you see a
program with African Americans vs White people.
Are you all that selfish? or just but emphesis
on racism, We can relate to Girlfriends, Half & Half, Eve, etc.

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