But there's no doubt there was a lot of spinning going on in that press release.
I don't know why, but I really dislike it when people are so insincere. I know they're trying to save their jobs and this isn't Enron levels of misrepresentation/manipulation, but I still don't like it when I see it.
Backing up, I wanted to share some info and gossip for people who aren't familiar with the situation. I'm sure most of you know this, but in case some don't, the ONLY reason ratings matter is to the extent they affect how much money media buyers will pay the CW for ads. On the thread, we end up talking about total viewers a lot, but the demo breakdowns which we often don't get are much more important figures especially for The CW.
ABC,NBC, CBS & FOX are like WalMart, they're so big any customer is a good one. The CW has chosen to be like a boutique that only sells women's clothes. The CW president, Dawn Ostroff, announced last year that the CW would exclusively target young women (A18-34). They don't care how many men come in the door, they only want women customers.
http://www.rbr.com/media-news/advertising/...t_schedule.html SV and Supernatural don't draw enough young women for the CW to care about them. In S6 I noticed the CW's only issued releases when SV did well with young women never about success with young men even though the WB would regularly boast good numbers in that demo. For the longest time I couldn't understand why the CW had this attitude.
But, The WB sold ad time for young people (think Banana Republic/The Gap) vs. The CW which sells ad time in bundles (not tied to one specific show) to the media buyers with minimum guarantees for young women alone (think Ann Taylor). I'm not sure why they chose to do it this way. It may be because they think it's a niche they can dominate and because if they have all their shows target this audience then there is a safety net that if one show doesn't do well, another show may pick up the slack and provide enough young female viewers to reach the minimums they guaranteed to the media buyers and they won't fall into make good situations.
As
done mentioned, the reason the CW let WWE on Fridays go despite the show getting good numbers for a netlet in general viewership and among young men was because it didn't attract enough young women.
Ostroff "knows that her network's target demo is women 18-34, and she wants her network to have a more cohesive identity. That's one of the reasons why the network jettisoned the WWE. "It was all men and there was no duplication," she said. "They didn't watch any other CW shows and vice versa," meaning that the rest of CW's audience didn't watch the WWE.
That is how much the CW doesn't care about anything other than attracting young women viewers.
http://www.variety.com/article/VR111798048...yid=14&cs=1 http://www.tvsquad.com/2008/07/19/the-cw-w...ows-tca-report/Given that, the CW press release linked above is a JOKE. They are so fake. The CW doesn't suddenly care about young men or SV. I have no doubt Ostroff would love to get rid of SV (a holdover from the WB whose success she can't claim credit for) as soon as possible, but they have to try to spin the situation to divert attention from their underperforming business plan. Their choice to target only young women isn't working out for them bc 90210 tanked and certainly won't make up for the loss of the Gilmore Girls' female viewership, the Gossip Girl/OTH combo has improved but still isn't close to ANTM ratings and even their big hitter with females, ANTM, has slipped down a lot. They're in big trouble and they have to fight every day in every way possible from looking like a failure bc they're so close to folding.
In May, the WSJ did an article about how the CW stinks and how one of the two major backers may be ready to dump it. (Probably WB) In August, WB and CBS had to write a letter of confidence to affliliates and CW employees to tell them they're still behind the CW.
http://www.tvweek.com/news/2008/08/cw_pare...pport_of_ne.phpWhy did they do this?
Because the CW affiliates were already making plans for the CW to fold.
The CW is based around 16 WB affiliates owned by the Tribune Company (former co-owner of the WB along with Time Warner) and 11 UPN affiliates owned by CBS Corporation. The largest of these additional affiliate groups are Pappas Telecasting Companies, with ten affiliates; Sinclair Broadcast Group, which affiliated eight of its stations to the CW; and ACME Communications, which committed broadcast stations in all seven markets in which it operates
http://en.wikipedia.org/wiki/List_of_CW_affiliatesThe Tribune Company's affiliates have started changing their call letters/marketing to distance themselves from the CW.
http://en.wikipedia.org/wiki/KIAH_(TV)And they started looking into buying other programming to air.
http://www.tvweek.com/news/2008/06/tribune...y_net_for_s.phpAnd it doesn't seem like a coincidence that Warner Bros. relaunched TheWB as an online network this month and they're seeing if they can make money putting original content online. An exit strategy?
http://www.latimes.com/technology/la-et-we...1,7771292.storyOne thing is certain, the CBS/WB "letter of confidence" didn't stop the CW's a sinking ship talk. Entertainment Weekly (also owned by WB's parent TW) brought it up in their Fall TV preview cover story featuring Gossip Girl.
Why would the network remake itself in the image of a show that ranked 150th in the ratings last season? Bc while GG lacks numbers, it continues incredibly to be flush with buzz. For The CW, that kind of pop culture influence could be a lifesaver. Industry watchers are rumbling if the 2 yr old network doesn't perform better this season it could face extinction. Can a Girl-friendly schedule save the CW? If the network folds, will that mean the end of GG?
The network certainly needs somthing to change: Its track record is a disappointment. The CW's 2nd full season, down more than 700k from the previous year. (Even in their final seasons, the CW's precursors The WB and UPN both reached audiences of 3.1 million) "It is probably their final shot, "says Laura Caraccioli-Davis, entertainment media analyst for Starcom. "Gossip Girl is not delivering the numbers they need to keep that network afloat." Does the GG team feel like it's The CW's Last Great Hope? "Not at all" says Girl exec producer Schwartz. "That's on 90210." Execs at Alloy Entertainment, which owns the rights to Gossip Girl books, have "huge concerns" about the CW's future but are confident the show can outlive the network. "If the CW did go away, you've got to think it'll find another home."
The CW needs a miracle to stay open. Bad press only makes matters worse. I'm sure they dread each morning's Mediaweek.com report on their ratings performance. Too many "Loser" labels could be the final nail in their coffin. That's why you can't rely on what the CW says. They're desperate and spinning everything possible to avoid the ax.