Warner Worried Over CW Miscues

Execs privately irked at lack of WB shows and distribution challenges that have hurt ratings
john consoli >> jconsoli@mediaweek.com
MARCH 24, 2008 -
Warner Bros. Television Group's plan to launch a Web site targeting young consumers with both original streamed programming and vintage shows from the defunct WB is partly the result of the company's dissatisfaction over how the ratings-challenged CW network is being programmed and marketed under the supervision of partner CBS, said industry insiders familiar with the situation.

Unhappy over the volume of red ink associated with the network (even though it is just in its second year), Warner Bros., sources said, is looking for ways to offset its losses by capitalizing on previous programming successes and the still-popular WB network brand.

Warner officials are said to be perturbed that few Warner Bros. studio shows have been put on The CW schedule. The lone new Warner Bros. drama on the net this season is Gossip Girl, which Warner insiders described as the classic WB show, in the vein of shows that helped put the WB network on the map. "Warner Bros. isn't making anything off these shows, and they have no second life in syndication," said one insider.

Various sources both inside Warner Bros. and CBS, and within assorted media agencies, told Mediaweek there is a growing frustration among Warner execs who are unhappy that a good portion of the traditional WB viewership was lost when WB and UPN were merged to form The CW two years ago.

Moreover, some Warner Bros. execs privately believe UPN should have been incorporated into WB, with the latter network keeping its name and stations instead of rebuilding a new network. While WBTG has not publicly confirmed plans to start a younger-skewing Web site, tentatively to be called wb.com (Mediaweek, March 10), it has said it is in the process of developing "several Warner Bros. Web destinations."

Insiders believe that if the new wb.com is successful, it could lead to WBTG starting a new, young-skewing cable net, should The CW fold. "I think they are covering their bases here," said one source familiar with the new site, "and are launching it as a trial balloon."

Said another source: "The young adult marketplace is still robust, and advertisers have said they miss what the WB brand represented."

The CW was formed two years ago when Warner's WB and CBS-owned UPN were merged, with a mingling of executives from both networks. A board was formed to run the new network made up of Bruce Rosenblum, WBTG president; Barry Meyer, chairman and CEO, Warner Bros. Entertainment; Les Moonves, president, CEO of CBS Corp.; and Nancy Tellem, president, CBS Paramount TV Entertainment Group. But Warner basically ceded the programming of the network to the CBS executives.

Dawn Ostroff, UPN's programming president, was put in charge of programming The CW, and the WB promotional team was let go.

"Even though they are part of the joint board, Warner execs gave CBS the authority to run The CW day-to-day," said one source familiar with the situation. "And they haven't been able to break a hit. CBS brass seems to be focusing most of their attention on the big network [CBS], and Dawn won't make a move or spend any money on programming pilots unless it is approved by Les [Moonves]."

CBS and CW representatives declined to comment for this story.

Rosenblum, WBTG president, last week issued a statement to Mediaweek, to dispel the intra-network friction. "Warner Bros. continues to have an excellent relationship with The CW television network and our partners at CBS," he said. "Our current digital initiatives, as well as those in development, will have absolutely no impact upon or diminish our commitment to The CW, or any of our current broadcast and cable partners."

He also maintained that a new Web site should not be viewed as a reaction to any unhappiness with CW or for that matter CBS. "At our core, we are a content company with a strategy of providing original programming to broadcast and cable networks, to TV stations via first-run syndication and to broadcasters around the world," Rosenblum stated. "We see the emerging digital marketplace as an exciting new distribution opportunity for our content, complementing our traditional businesses."

Rosenblum added, "Warner Bros. has no plans to launch a young adult cable network."

But another executive with knowledge of the situation said Warner Bros. officials can't be negative publicly toward CBS because the Warner Bros. studio remains a programming provider to CBS and The CW. "You'll never get Bruce to speak freely about his feelings toward CBS," the executive said. "[Moonves] is a buyer of TV shows, and Bruce needs him to buy Warner Bros. shows."

Others argue that The CW's problems may be more distribution-oriented than about programming. One source said both sides miscalculated in thinking they could build a new distribution network that could rival that of WB. "They thought they would have the pick of both the WB and UPN stations, but they never anticipated Fox coming in and swiping away many of those stations for MyNetworkTV," the source said. "The CW distribution system is weaker today than WB's was, and that's part of the reason why they are having ratings problems."

Whatever The CW's problems, media agency execs believe the survival of the network is important for their advertisers. The CW draws a targeted audience of young women that advertisers in many categories want to reach. "Now that The CW is in the situation it's in," said one media buyer, "it is important that it find a way to turn things around."

This didn't come from Warner Bros. execs/insiders. This is a compilation of internet gossip level information.

If Warner Bros. is unhappy about CW not picking up more of their product, then maybe they should develop product for CW rather than shopping all their best stuff to the Big 4, TBS, and TNT. The bottom line is that CW hasn't been offered much product from Warner Bros. studios because Warner Bros. is after 'bigger fish'.

Side note: touting Gossip Girl as an example of what Warner Bros. has to offer is probably not a good idea since that show has revealed itself to be the likely biggest financial sinkhole on the network. Yes, it is just like most of the old WB shows: money losers. A show with that much budget/promotion going in, needs to perform much better than it has so far.

I'm in agreement that the best scenario all along would've been for UPN to simply incorporate into the WB. The WB was always able to promote itself 10x better than UPN. Plus there would've been a name already out there that people knew. WB should not have given day to day operations to CBS. That was the first problem. Ostroff has never ever launched a hit drama and probably never will. As for not putting stuff on the CW, why would they? The network is a clear failure. Its future is limited imo and unless the day to day operations are significantly changed, it won't be improving anytime soon. A cable network for Warner Brothers is probably not in the plans...yet, but I bet it could be if they continue their ratings freefall next year.

The problem this year was programming. I can sum it up in one word, Crowned. The CW programmed shows that did not connect with the audience. Even their more popular shows would not make it on any other network. That being said, more WB programming most likely wouldn't have changed anything. Replacing three shows with three WB produced shows wouldn't have increased their ratings, especially with the type of shows the heads of CW like pushing. The ego is strong in the WB and for no apparent reason. If they really have such good shows that need a home, why not give them to MNTV? They definately need the programming. It's a lot easier than trying to start up a whole new network.

Although “Gossip Girl” may have been the only new Warner Bros.-produced series on the CW this year, the network still has a number of WB-produced series on its airwaves. “One Tree Hill” (which will soon be paired up with “Girl” on Mondays), is produced by Warner Bros., as is “Smallville” and “Supernatural”. All four of these series are returning next year, which means that Warner Bros. is guaranteed at least a third of the CW’s line-up (it only programs 13 hours a week in primetime).

quote:

Originally posted by mushu_jj:
As for not putting stuff on the CW, why would they? The network is a clear failure.

A statement truely devoid of logic. Think about it. CW is half owned by Warner Bros and Warner Bros. puts out a bunch of TV product for all the networks. If they decide to shortchange their own 'home court', of course that 'home court' will suffer. It would be akin to Krispy Kreme donuts deciding to not sell donuts in their Krispy Kreme stores, but to instead only sell them in the various grocery stores...then complain when the Krispy Kreme stores did poor sales.

quote:

A cable network for Warner Brothers is probably not in the plans...yet, but I bet it could be if they continue their ratings freefall next year.

Warner Brothers already has several cable companies in its corporate umbrella: TNT, TBS, Cartoon Network. They may not be 'owned by Warner Bros', but they provide all the direct cable distribution that Warner Bros. needs.

quote:

Originally posted by WlcmYourMmDtDanceUndrcovr:
If they really have such good shows that need a home, why not give them to MNTV? They definately need the programming. It's a lot easier than trying to start up a whole new network.

Do you really need the errors of that statement explained to you?

quote:

Originally posted by WlcmYourMmDtDanceUndrcovr:
The problem this year was programming. I can sum it up in one word, Crowned. The CW programmed shows that did not connect with the audience. Even their more popular shows would not make it on any other network. That being said, more WB programming most likely wouldn't have changed anything. Replacing three shows with three WB produced shows wouldn't have increased their ratings, especially with the type of shows the heads of CW like pushing. The ego is strong in the WB and for no apparent reason. If they really have such good shows that need a home, why not give them to MNTV? They definately need the programming. It's a lot easier than trying to start up a whole new network.

In season-to-date numbers of this season vs. last season, Veronica Mars (a WB-produced show) out-rated every single new 2007-08 series that was programmed this season in viewers and A18-49 demographic.

Apparently, the decision to cancel Veronica Mars came from the CBS half of the ownership at the expense of the WB half.

When you look at the utter folly that The CW has experienced in new programming since the cancellation of Veronica Mars, it is almost as if someone has placed a hex on the network that no new program shall out-rate Veronica Mars henceforth. Everything I know about removing hexes or spells I learned from shows like Buffy and Bewitched, and there is only one way to remove the hex...

It is time to bring back Veronica Mars to save The CW!

I think the article contains some truth. Warner is not happy. They should have been the successor.
A meeting actually took place in the 03-04 season, Warner Bros Chairman Barry Meyers approached CBS Les Moonves about having UPN meger in The WB. But Les sensed the WB was overplaying its hand and declined becomes Dawn O. had started to turn UPN around. Three Years later....

quote:

Originally posted by sasuga123:
I think the article contains some truth. Warner is not happy. They should have been the successor.
A meeting actually took place in the 03-04 season, Warner Bros Chairman Barry Meyers approached CBS Les Moonves about having UPN meger in The WB. But Les sensed the WB was overplaying its hand and declined becomes Dawn O. had started to turn UPN around. Three Years later....

Dopestroff's only claim to fame is Top Model. Period. She did launch Chris but then also helped kill it.

quote:

Originally posted by dumont:

quote:

Originally posted by WlcmYourMmDtDanceUndrcovr:
The problem this year was programming. I can sum it up in one word, Crowned. The CW programmed shows that did not connect with the audience. Even their more popular shows would not make it on any other network. That being said, more WB programming most likely wouldn't have changed anything. Replacing three shows with three WB produced shows wouldn't have increased their ratings, especially with the type of shows the heads of CW like pushing. The ego is strong in the WB and for no apparent reason. If they really have such good shows that need a home, why not give them to MNTV? They definately need the programming. It's a lot easier than trying to start up a whole new network.

In season-to-date numbers of this season vs. last season, Veronica Mars (a WB-produced show) out-rated every single new 2007-08 series that was programmed this season in viewers and A18-49 demographic.

Apparently, the decision to cancel Veronica Mars came from the CBS half of the ownership at the expense of the WB half.

When you look at the utter folly that The CW has experienced in new programming since the cancellation of Veronica Mars, it is almost as if someone has placed a hex on the network that no new program shall out-rate Veronica Mars henceforth. Everything I know about removing hexes or spells I learned from shows like Buffy and Bewitched, and there is only one way to remove the hex...

It is time to bring back Veronica Mars to save The CW!

The fact that no new show can outdo VM is proof of how badly managed this season has been, not that VM should return. The CW made a GOOD decision in cancelling a show that wasn't making them any money and had lost its creative edge. If they brought VM back, it wouldn't pull any better numbers than any of the new stuff and its final episodes last season failed to hit 2 million viewers. Lots of devoted fans there alright.

quote:

Originally posted by mushu_jj:
The fact that no new show can outdo VM is proof of how badly managed this season has been, not that VM should return. The CW made a GOOD decision in cancelling a show that wasn't making them any money and had lost its creative edge. If they brought VM back, it wouldn't pull any better numbers than any of the new stuff and its final episodes last season failed to hit 2 million viewers. Lots of devoted fans there alright.

Those final Veronica Mars episodes were up against this little show called American Idol and its summer repeats out ranked new episodes of Hidden Palms and the Beauty & the Geek repeats that inherited it's time period. Plus, Veronica Mars makes lots of money in DVDS and iTunes sales and is a hit in the UK.

I completely agree with the article about UPN being integrated into the WB. They flushed 10 years of branding down the crapper by renaming the networks. The WB SUCCESSFULLY transplanted Sabrina the Teenage Witch, Sister Sister, and Brotherly Love (and technically Roswell) to their network. I don't see what the big deal would have been for Top Model, Veronica Mars, Everybody Hates Chris, Girlfriend, and maybe a few others shows to cross over to the WB. (Smackdown's UPN contract should not have been picked up to the new network.)

Smallville could have taken the canceled 7th Heaven's spot and Thursday & Friday could have been comedy nights. Veronica Mars could just move into the old Charmed Sunday spot with Supernatural and Top Model could take over Wednesday. Plus, I doubt Gilmore Girls would have lossed as many viewers as it did and we'd still have Everwood!

'The WB' as a brand name is successful because people know about Warner Brothers from movies and from TV shows on other networks. However, the WB as a network name was not successful. The promos for WB were largely more interesting than the shows.

quote:

Originally posted by Obveeus:
'The WB' as a brand name is successful because people know about Warner Brothers from movies and from TV shows on other networks. However, the WB as a network name was not successful. The promos for WB were largely more interesting than the shows.

Yeah, but when you think of the WB, images of 7th Heaven, Charmed, Buffy, Dawson, and Felicity come time mind.

When you mention UPN, you think Moesha, Star Trek, Wrestling, Tyra, and ummm.... shows like Homeboyz in Space, The Mullets, and Shasta McNasty.

When you think of the CW, you think of company that is hemorrhaging money and can't launch a show to save it's live even with people toting that Gossip Girl, Reaper, and Aliens in America would save the network.

I really believe that UPN shows moving to the WB would have been the hit everyone was expecting along with adding good leadership to that like keeping 7th Heaven dead, picking up Aquaman, and equally promoting shows.

quote:

Originally posted by Ginger:

quote:

Originally posted by mushu_jj:
The fact that no new show can outdo VM is proof of how badly managed this season has been, not that VM should return. The CW made a GOOD decision in cancelling a show that wasn't making them any money and had lost its creative edge. If they brought VM back, it wouldn't pull any better numbers than any of the new stuff and its final episodes last season failed to hit 2 million viewers. Lots of devoted fans there alright.

Those final Veronica Mars episodes were up against this little show called American Idol and its summer repeats out ranked new episodes of Hidden Palms and the Beauty & the Geek repeats that inherited it's time period. Plus, Veronica Mars makes lots of money in DVDS and iTunes sales and is a hit in the UK.

I completely agree with the article about UPN being integrated into the WB. They flushed 10 years of branding down the crapper by renaming the networks. The WB SUCCESSFULLY transplanted Sabrina the Teenage Witch, Sister Sister, and Brotherly Love (and technically Roswell) to their network. I don't see what the big deal would have been for Top Model, Veronica Mars, Everybody Hates Chris, Girlfriend, and maybe a few others shows to cross over to the WB. (Smackdown's UPN contract should not have been picked up to the new network.)

Smallville could have taken the canceled 7th Heaven's spot and Thursday & Friday could have been comedy nights. Veronica Mars could just move into the old Charmed Sunday spot with Supernatural and Top Model could take over Wednesday. Plus, I doubt Gilmore Girls would have lossed as many viewers as it did and we'd still have Everwood!

Veronica Mars was not a hit by any means. You do realize that DVD sales and iTunes far from make up for the fact that it never was a hit among total viewers. I do agree that the WB however would've been the show's best chance to ever become a hit.