1. Introduction (What is the CW?)
The term crisis is drastic but could be applied in the context of the current American television market. Due to the waste amount of online material spread all over the world wide web for free, online recording and TIVO, the financially necessary advertisement business is shrinking. The major networks (ABC, NBC, CBS and FOX) have a variety of shows that produce week after week solid ratings and high market
shares but the young network The CW is struggling. This network launched at the beginning of the 2006-2007 television season and now after approximately three years it is time to take a closer look whether it has been a success or not. In the beginning The CW claimed to become the fifth major network in the US – let's check whether it was a prophecy or false hope. In order to accomplish that I will provide a brief historical overview of the network, the shows, its market placement and the website.
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Table of Contents
1. Introduction (What is the CW?)
2. The History of the CW
3. Series
4. Market Share, Ratings and Appeal Group
5. Web Presentation
6. Conclusion
7. Sources
Research Objective and Topics
The primary objective of this work is to evaluate whether The CW network has successfully established itself as the fifth major television network in the United States by analyzing its historical development, programming strategy, and market performance.
- Historical evolution from the merger of UPN and The WB
- Programming strategies targeting young adult demographics
- Analysis of market share and viewership ratings compared to established networks
- Evaluation of digital presence and web-based viewer engagement
- Assessment of the network's long-term competitive viability
Excerpt from the Book
3. Series
The CW presents shows that appeals to women 18 to 34-years-old. The prime time slot is filled with shows that target mainly the wooed appeal group.
There is 'One Tree Hill' which is in its 7th season and made the change from a teen to a twen show. Successful was the four-year-jump into the future. This phenomena can be compared to the event that ABC did with its prestigious 'Desperate Housewives'. Former glory and ratings were revived with a five-year-jump after season 4. In September 2003 OTH aired on The WB staring Gilmore Girls' Chad Michael Murray. The concept to use a familiar and well-known face from a show and create a new hit was proven to be the right move for The WB. The ratings are still above the CW's average.
Another popular show appealing to female teenager is 'Gossip Girl'. It is a returning series since fall 2007. It is based on the book series by Cecily von Ziegesar. “This drama gives viewers a peek into the world of privileged teenagers in an elite private school in New York City. The story is written by The O.C.'s Josh Schwartz and Stephanie Savage, and directed by Mark Piznarski who has worked on series like Everwood and Veronica Mars.“ The show is set in New York City, especially the upper east side. The main protagonist is Serena van der Woodson played by Blake Lively. The pilot starts with Serena's mysterious return to Manhattan. Blair Waldorf acts as the antidote to Serena. Their looks differ enormously. On the one side there is the gorgeous blonde and on the other is the elegant brunette. They are involved in a circle of exclusivity, money, and scandals. The characters vary and the cast plays impressively. In the pilot a Cinderella story is introduced but in this case there is a male Cinderella. Dan Humphrey, who has been in love with Serena for years without her noticing him, becomes Serena's object of interest. The clash of cultures is represented through the Humphrey kids from Brooklyn studying at the private school Constance. The CW's main audience, women between 14 and 34, is targeted via the ominous gossip girl over voice to experience daily gossip. The blog of gossip girl evolves around the students at Constance. To promote this show comparisons were drawn like 'Gossip Girl' is the new and younger 'Sex and the City'.
Summary of Chapters
1. Introduction (What is the CW?): This chapter introduces the context of the American television market and outlines the investigative goal of determining if The CW qualifies as a major network.
2. The History of the CW: This section details the network's launch in 2006 as a joint venture between CBS and Time Warner, resulting from the merger of UPN and The WB.
3. Series: This chapter analyzes the network's programming strategy, focusing on successful youth-oriented shows like 'One Tree Hill', 'Gossip Girl', and 'Supernatural'.
4. Market Share, Ratings and Appeal Group: This section examines the statistical performance of the network, comparing its reach and market share against established industry giants.
5. Web Presentation: This chapter discusses the role of the network's website as a platform for free online streaming and audience interaction.
6. Conclusion: The final chapter summarizes the findings, concluding that while The CW has established a solid niche, it has not yet achieved the status of a true fifth major US network.
7. Sources: This section lists the online resources and literature used for the analysis.
Keywords
The CW, television network, US broadcasting market, media industry, audience ratings, market share, programming strategy, UPN, The WB, One Tree Hill, Gossip Girl, Supernatural, youth demographic, media management, television history
Frequently Asked Questions
What is the central focus of this research paper?
The paper investigates whether The CW network has managed to establish itself as the fifth major television network in the United States, given the competitive landscape of the television industry.
What are the primary thematic areas covered in the work?
The work covers the history of the network's formation, its strategic focus on specific demographics, an analysis of its popular programming, and its market performance indicators.
What is the primary research objective?
The objective is to verify if the claim that The CW is a "fifth major network" holds true or if it remains a hope, based on historical and empirical data.
Which scientific methods were utilized?
The author utilizes a descriptive and comparative approach, analyzing historical facts regarding the network's merger and evaluating audience engagement metrics and market share statistics.
What does the main body of the paper address?
It addresses the institutional history, detailed analysis of key series, demographic targeting, statistical viewership comparisons, and the role of digital media strategy.
How would you summarize the work using keywords?
The work is characterized by terms such as media economics, network broadcasting, audience demographics, series adaptation, and competitive market analysis.
How does the network’s strategy regarding "familiar faces" impact its success?
The author notes that casting actors known from previous successful shows, such as Chad Michael Murray from 'Gilmore Girls' in 'One Tree Hill', is a key strategy to retain viewers and boost ratings for new shows.
What role does the website play in the network's strategy?
The website is positioned as a digital hub for free streaming, providing a "lounge" for fans to discuss episodes, which serves as a vital tool for audience retention and interaction.
- Arbeit zitieren
- Theresa Roth (Autor:in), 2010, Is The CW the fifth major network in the United States of America?, München, GRIN Verlag, https://www.hausarbeiten.de/document/168545
