The WB Network and UPN Will Cease Operations This Fall

By Linda Orlando

A new broadcasting venture has been announced by CBS and Warner Bros., the companies that own The WB and UPN. The fifth network will be a joint venture between the two companies, with each owning 50%. The new operation, which will be known as The CW, will be targeting an 18- to 34-year old audience and will use some of the programs that currently exist on UPN and The WB. They will continue to broadcast their existing schedules until the fall when the new network is launched.

CBS President and CEO Leslie Moonves believes the new joint venture will combine the best qualities from the two existing networks. ""This new network will serve the public with high-quality programming and maintain our ongoing commitment to our diverse audience," said Moonves."It will clearly be greater than the sum of its parts, delivering excellent demographics to advertisers, and building a strong new affiliate body."

The CW network will broadcast 30 hours over a seven-day week for its affiliated stations. It is expected to include hit shows from UPN including "America's Next Top Model," "Veronica Mars," "Everybody Hates Chris," and WWE's "Smackdown." The WB shows it will broadcast will include "Beauty and the Geek," "Smallville," "Gilmore Girls," and "Supernatural." The CW will also broadcast the children’s programming schedule known as Kids’ WB!, a five-hour original programming block currently shown on Saturday mornings on The WB.

The programs shown on The CW will be distributed by Tribune Broadcasting and the UPN affiliates of CBS, all of which have agreed to sign 10-year affiliation agreements with the new network. Those agreements will immediately give The CW coverage of nearly 48% of the country.

"With formidable flagship Tribune stations in New York, Chicago and Los Angeles, a great CBS line-up of owned and operated UPN stations, and strong affiliates from every available market, The CW launches as a strong competitor to the Big Four, and that's good for our business, for the viewing audience, and for free, over-the-air broadcasting," said Moonves.