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  1. #1
    Join Date
    Jul 2006

    The CW pulls MRC programming

    Memo released to CW Affiliates....

    Dear Affiliate:
    We are now two and a half months into our new season and some terrific progress has been made.
    Our strategy this year was to focus on Monday – Friday, particularly the early part of the week. Clearly that strategy has worked, as we are up in our key demographic of women 18-34 by 150% Monday and 41% on Tuesday. “Top Model” continues to shine Wednesdays, winning its time period on a regular basis, while “Smallville” and “Supernatural” continue to keep us in the game on Thursday versus tough competition. Additionally, we have improved our 18-49 demos by 78% Monday and 8% Monday-Thursday.
    In the process, we are building a distinct and powerful brand of young-female skewing programming with new shows like “Gossip Girl” and “90210” complementing veteran hits “One Tree Hill” and “Top Model.”
    As you know, to focus our efforts on the earlier part of the week, we entered into a time buy agreement with Media Rights Capital to program Sunday night. While this move has clearly paid dividends for the overall schedule, the results on Sunday night have been below expectations. The MRC shows are simply not working.
    To that end, we have made a business and programming decision to protect our network and your local interests on Sunday for the remainder of the season.
    The programs from Media Rights Capital will have their final airing this Sunday, November 23, 2008. Effective November 30, 2008, The CW will resume programming Sunday nights.

    Our plan is to program Sunday with distinctive, first-rate programming that can quickly stabilize the night. We will work with you to promote and market this new night, with a lineup that will include quality scripted series and contemporary theatrical titles. Here is the lineup:
    6:00 – 7:00 pm: THE DREW CAREY SHOW (RERUNS)
    7:00 – 8:00 pm: JERICHO (RERUNS)
    8:00 – 10:00 pm: MOVIE

    Our Affiliate Relations and Affiliate Marketing teams will be in immediate touch with your personnel regarding this important schedule change.
    We will continue to work diligently and find success via the best means possible and move quickly to shore up troubled timeslots. We will continue to invest in new programming that will evolve into valued primetime assets for you, our affiliates, and our parent companies, CBS and Warner Bros.
    We appreciate the partnership we have with you, our affiliates, and we will continue to work closely to take our success to the next level.
    John D. Maatta

  2. #2
    Join Date
    Jul 2006
    In reality though, The CW can't be happy, they are still doing horrible.

    They are up on Mondays in Women 18-34 because last year they had extremely low rated urban comedies (Everybody Hates Chris, ect..) It's no surprise that Gossip Girl and One Tree Hill are doing better than that.

    As for Tuesdays, I can't see how they are happy about this night. This season's most buzzed about drama is a complete flop, and Privilged is barley getting 1 million viewers. The fact that they are only up 41% in Women 18-34 when they aired the now cancelled Beauty and the Geek and Reaper, it's pretty sad.

    on Wednedays America's Next Top Model is getting it's lowest ratings ever, and Stylstia has flopped.

    And they are not in the game on Thursdays, cable networks are beating them on this night.

    As for Fridays, they are barely pulling in 1 million viewers.

  3. #3
    Join Date
    Mar 2007
    I don't see the point in trying out anything on Sundays anymore. No matter what they've done, nothing has worked. Especially opposite competition from all the other networks.

    All I can suggest is just giving up the entire evening back to the local affiliates.

  4. #4
    Join Date
    Jan 2008
    New Brunswick
    How is Jericho re-runs going to work, when the new episodes didn't do well. If they are interested in the show, maybe they should try to get the rights to new episodes. At least it has loyal fans who will watch it every week.



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