New network marks CBS, Warner Bros. partnership, the end for UPN, WB

New network marks CBS, Warner Bros. partnership, the end for UPN, WB
No word on fate of TV’s big block of black shows

(January 24, 2006) CBS Corporation and Warner Bros. Entertainment today announced the formation of The CW Television Network, a new fifth broadcast network. Both CBS and Warner Bros. will hold 50% interest in the new network which has already secured 10-year affiliation agreements with Tribune Broadcasting and CBS Corporation stations, covering 48% of the country.

The network, combined to utilize the best programming from CBS and Warner Bros., will be run by Dawn Ostroff who will assume the title, President of Entertainment. As a result of this new partnership, the WB and UPN will cease operations in September 2006. Time Warner and Tribune have been partners in the WB, while CBS owns UPN.

What hasn’t been announced is the fate of black-oriented shows, most of which appeared on UPN on Monday nights. Conventional wisdom has “Everybody Hates Chris,” “Girlfriends” and “America’s Next Top Model” making the transition to the CW. The future’s is less assured for “One on One,” “All of Us,” “Half and Half,” “Eve.” and “Love Inc.”

There’s also no word yet on the commitments made to the upcoming series being produced by songstress Alicia Key’s newly formed production company. The yet-to-named- show is based on her upbringing as the child of a white mother and black father.

Interestingly, the launching of the CW comes as BET, TV One and The Black Family Channel are all engaged in expanding their on-air identities and looking for new programs that fir their audiences and budgets

Here’s a sampling of comments from media critics on the CW and its impact on black programs:

Boston Herald: Which shows will appear on this network? From the joint press release yesterday, it seems the WB’s shows have an edge over UPN’s slate, and the network neighborhood may end up looking a whole lot whiter, as most of UPN’s black comedies appear to be certain casualties.

Baltimore Sun: WB was somewhat successful at drawing advertisers to its young audience, "but the ratings just weren't there," [Larry Bills, broadcast media analyst for Hoover's Inc.] said. “Advertisers liked the [demographics], though, so it was a tradeoff’…At UPN, he said, some of the network's trademark "urban comedies" failed to gain traction. Bills mentioned three - Eve, One on One and Cuts - that "probably won't survive."…"They have a weird mix at UPN - sci-fi stuff, urban comedies and wrestling," he said. "They really did try to push themselves as a destination for the black audience, but they weren't too successful in that regard."

N.Y. Newsday: Back in 1995, the WB began as an even younger version of Fox until network executives realized they needed to reach older viewers and a larger advertising base…Meanwhile, UPN has gone in the exact opposite direction while mounting a schedule that appeals primarily to African-Americans. But many advertisers have not paid premiums to reach black viewers.

MSNBC.com” …despite some serious cross-promotion ("Top Model" winner Naima guest-starring on "Veronica Mars") it was a stretch to think that viewers who tuned in for one show would stick around through the top of the hour. How many "Gilmore Girls" viewers would really hang in to watch "Supernatural"? Despite UPN's faith in the so-called "urban" demographic, was it fair to think “Chris” and "Love, Inc." would draw the same crowd?

"Everybody Hates Chris" (UPN): As UPN's one unqualified hit, there's no way either parent would do away with "Chris." The bigger question is where it will land. “Chris” currently competes against "Smallville" on WB, and while “Chris” is the more successful show, "Smallville" is custom-tailored to the WB's teen-friendly demographic for the timeslot. Best option might be for CBS to grab it for its own prime-time lineup — a family-friendly breakout hit with a largely black cast would be a very smart addition in the midst of all those "CSI" spinoffs. Odds of survival: 10 out of 10.

"America's Next Top Model" (UPN): This reality stalwart, now preparing for its sixth season, has never scored in the ratings department but has loyal viewership, unbeatable product tie-ins (that means you, Cover Girl) and lots of promotion potential, especially with host Tyra Banks expanding her own personal brand. The time slot might be tweaked a bit — since "Lost" and "American Idol" have made Wednesdays such a hot property — but it's likely to find a home, unless Tyra decides she'd rather stick to daytime. Odds of survival: 8 out of 10.

N.Y. Times: A fantasy [CW] lineup scraps most of the cookie-cutter comedies on UPN, including "All of Us," "Half & Half," "Girlfriends," "Love, Inc." and "One on One." It keeps "Cuts"- ideally with new writers and Shondrella Avery in an expanded role - and maybe the bearable "Eve." …In place of the comedies, CW revives two clever quick-and-dirty UPN reality shows, "The Player" and "High School Reunion,"…"The Player" puts on display a different kind of masculinity than is found elsewhere on television; its heroes are Latino and black sweet-talkers who dance, versify, preen and jilt, and not the white family-oriented pharmaceutical-rep stiffs who populate "The Bachelorette."

"America's Next Top Model" should be kept - with its spinoff possibilities, especially on Web television, maximized. Charismatic also-rans from the previous cycle of the show, like the aspiring model Kim, should be considered for a teenage talk show.

"Everybody Hates Chris," which tested well but is less of a hit than UPN has advertised, should be turned officially into a children's show, and added to whatever becomes of WB's kid-show block.

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Click here for free delivery of the Target Market News Bulletin You'll receive news of breaking stories, exclusives, updates and headlines on the latest developments in African American marketing and media Black Stats Frequently requested data on African American consumers Black Buying Power: $679 Billion (2004) Black U.S. Population: 38.3 million Top Five Black Cities - New York - Chicago - Detroit - Philadelphia - Houston Top Five Black Metros: - New York-New Jersey - Washington-Baltimore - Chicago-Gary - Los Angeles - Philadelphia Top Five Expenditures: - Housing 110.2 bil. - Food 53.8 bil. - Cars/Trucks 28.7 bil. - Clothing 22.0 bil. - Health Care 17.9 bil. Click here for more stats from "The Buying Power of Black America." ______________________ Get quick access to key U.S. Census Bureau Data Click here to go to African-American Census Bureau data _____________________ Copyright `© 2005 by Target Market News Inc.` All rights reserved Business address: 228 S. Wabash Ave. Suite 210 Chicago, IL 60604 t. 312-408-1881 f. 312-408-1867 info@targetmarketnews.com	New network marks CBS, Warner Bros. partnership, the end for UPN, WB No word on fate of TV’s big block of black shows (January 24, 2006) CBS Corporation and Warner Bros. Entertainment today announced the formation of The CW Television Network, a new fifth broadcast network. Both CBS and Warner Bros. will hold 50% interest in the new network which has already secured 10-year affiliation agreements with Tribune Broadcasting and CBS Corporation stations, covering 48% of the country. The network, combined to utilize the best programming from CBS and Warner Bros., will be run by Dawn Ostroff who will assume the title, President of Entertainment. As a result of this new partnership, the WB and UPN will cease operations in September 2006. Time Warner and Tribune have been partners in the WB, while CBS owns UPN. What hasn’t been announced is the fate of black-oriented shows, most of which appeared on UPN on Monday nights. Conventional wisdom has “Everybody Hates Chris,” “Girlfriends” and “America’s Next Top Model” making the transition to the CW. The future’s is less assured for “One on One,” “All of Us,” “Half and Half,” “Eve.” and “Love Inc.” There’s also no word yet on the commitments made to the upcoming series being produced by songstress Alicia Key’s newly formed production company. The yet-to-named- show is based on her upbringing as the child of a white mother and black father. Interestingly, the launching of the CW comes as BET, TV One and The Black Family Channel are all engaged in expanding their on-air identities and looking for new programs that fir their audiences and budgets Here’s a sampling of comments from media critics on the CW and its impact on black programs: Boston Herald: Which shows will appear on this network? From the joint press release yesterday, it seems the WB’s shows have an edge over UPN’s slate, and the network neighborhood may end up looking a whole lot whiter, as most of UPN’s black comedies appear to be certain casualties. Baltimore Sun: WB was somewhat successful at drawing advertisers to its young audience, "but the ratings just weren't there," [Larry Bills, broadcast media analyst for Hoover's Inc.] said. “Advertisers liked the [demographics], though, so it was a tradeoff’…At UPN, he said, some of the network's trademark "urban comedies" failed to gain traction. Bills mentioned three - Eve, One on One and Cuts - that "probably won't survive."…"They have a weird mix at UPN - sci-fi stuff, urban comedies and wrestling," he said. "They really did try to push themselves as a destination for the black audience, but they weren't too successful in that regard." N.Y. Newsday: Back in 1995, the WB began as an even younger version of Fox until network executives realized they needed to reach older viewers and a larger advertising base…Meanwhile, UPN has gone in the exact opposite direction while mounting a schedule that appeals primarily to African-Americans. But many advertisers have not paid premiums to reach black viewers. MSNBC.com” …despite some serious cross-promotion ("Top Model" winner Naima guest-starring on "Veronica Mars") it was a stretch to think that viewers who tuned in for one show would stick around through the top of the hour. How many "Gilmore Girls" viewers would really hang in to watch "Supernatural"? Despite UPN's faith in the so-called "urban" demographic, was it fair to think “Chris” and "Love, Inc." would draw the same crowd? "Everybody Hates Chris" (UPN): As UPN's one unqualified hit, there's no way either parent would do away with "Chris." The bigger question is where it will land. “Chris” currently competes against "Smallville" on WB, and while “Chris” is the more successful show, "Smallville" is custom-tailored to the WB's teen-friendly demographic for the timeslot. Best option might be for CBS to grab it for its own prime-time lineup — a family-friendly breakout hit with a largely black cast would be a very smart addition in the midst of all those "CSI" spinoffs. Odds of survival: 10 out of 10. "America's Next Top Model" (UPN): This reality stalwart, now preparing for its sixth season, has never scored in the ratings department but has loyal viewership, unbeatable product tie-ins (that means you, Cover Girl) and lots of promotion potential, especially with host Tyra Banks expanding her own personal brand. The time slot might be tweaked a bit — since "Lost" and "American Idol" have made Wednesdays such a hot property — but it's likely to find a home, unless Tyra decides she'd rather stick to daytime. Odds of survival: 8 out of 10. N.Y. Times: A fantasy [CW] lineup scraps most of the cookie-cutter comedies on UPN, including "All of Us," "Half & Half," "Girlfriends," "Love, Inc." and "One on One." It keeps "Cuts"- ideally with new writers and Shondrella Avery in an expanded role - and maybe the bearable "Eve." …In place of the comedies, CW revives two clever quick-and-dirty UPN reality shows, "The Player" and "High School Reunion,"…"The Player" puts on display a different kind of masculinity than is found elsewhere on television; its heroes are Latino and black sweet-talkers who dance, versify, preen and jilt, and not the white family-oriented pharmaceutical-rep stiffs who populate "The Bachelorette." "America's Next Top Model" should be kept - with its spinoff possibilities, especially on Web television, maximized. Charismatic also-rans from the previous cycle of the show, like the aspiring model Kim, should be considered for a teenage talk show. "Everybody Hates Chris," which tested well but is less of a hit than UPN has advertised, should be turned officially into a children's show, and added to whatever becomes of WB's kid-show block. Go to Target Market News homepage	NEW! Search the entire contents of the Target Market News Web site! Looking for hard-to-find information on the African-American consumer market? Now you can easily search the contents of the leading source for information on African-American marketing and media. Scan our entire Web site for news, research and information using Google-powered keyword searches. Hundreds of articles, stories and report findings can be accessed for free. 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