The CW Television Network
Overview
 
The CW Television Network (The CW) is a television network
Television network
A television network is a telecommunications network for distribution of television program content, whereby a central operation provides programming to many television stations or pay TV providers. Until the mid-1980s, television programming in most countries of the world was dominated by a small...

 in the United States launched at the beginning of the 2006–2007 television season. It is a joint venture between CBS Corporation
CBS Corporation
CBS Corporation is an American media conglomerate focused on commercial broadcasting, publishing, billboards and television production, with most of its operations in the United States. The President and CEO of the company is Leslie Moonves. Sumner Redstone, owner of National Amusements, is CBS's...

, the former owners of United Paramount Network (UPN)
UPN
United Paramount Network was a television network that was broadcast in over 200 markets in the United States from 1995 to 2006. UPN was originally owned by Viacom/Paramount and Chris-Craft Industries, the former of which, through the Paramount Television Group, produced most of the network's...

, and Time Warner
Time Warner
Time Warner is one of the world's largest media companies, headquartered in the Time Warner Center in New York City. Formerly two separate companies, Warner Communications, Inc...

's Warner Bros.
Warner Bros.
Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or simply Warner Bros. , is an American producer of film and television entertainment.One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in Burbank,...

, former majority owner of The WB Television Network
The WB Television Network
The WB Television Network is a former television network in the United States that was launched on January 11, 1995 as a joint venture between Warner Bros. and Tribune Broadcasting. On January 24, 2006, CBS Corporation and Warner Bros...

. The "CW" name is derived from the first letter of the names of these corporations (CBS and Warner Bros.). The network features a lineup of shows that, according to its former President of Entertainment Dawn Ostroff
Dawn Ostroff
Dawn Tarnofsky-Ostroff was the former President of Entertainment of The CW Television Network. She was in charge of all creative efforts of the network and oversees such areas as current programming, series development, scheduling, research, marketing and publicity.-Career:Ostroff began her career...

, "appeal to people 18 to 34-years-old".
Discussions
Encyclopedia
The CW Television Network (The CW) is a television network
Television network
A television network is a telecommunications network for distribution of television program content, whereby a central operation provides programming to many television stations or pay TV providers. Until the mid-1980s, television programming in most countries of the world was dominated by a small...

 in the United States launched at the beginning of the 2006–2007 television season. It is a joint venture between CBS Corporation
CBS Corporation
CBS Corporation is an American media conglomerate focused on commercial broadcasting, publishing, billboards and television production, with most of its operations in the United States. The President and CEO of the company is Leslie Moonves. Sumner Redstone, owner of National Amusements, is CBS's...

, the former owners of United Paramount Network (UPN)
UPN
United Paramount Network was a television network that was broadcast in over 200 markets in the United States from 1995 to 2006. UPN was originally owned by Viacom/Paramount and Chris-Craft Industries, the former of which, through the Paramount Television Group, produced most of the network's...

, and Time Warner
Time Warner
Time Warner is one of the world's largest media companies, headquartered in the Time Warner Center in New York City. Formerly two separate companies, Warner Communications, Inc...

's Warner Bros.
Warner Bros.
Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or simply Warner Bros. , is an American producer of film and television entertainment.One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in Burbank,...

, former majority owner of The WB Television Network
The WB Television Network
The WB Television Network is a former television network in the United States that was launched on January 11, 1995 as a joint venture between Warner Bros. and Tribune Broadcasting. On January 24, 2006, CBS Corporation and Warner Bros...

. The "CW" name is derived from the first letter of the names of these corporations (CBS and Warner Bros.). The network features a lineup of shows that, according to its former President of Entertainment Dawn Ostroff
Dawn Ostroff
Dawn Tarnofsky-Ostroff was the former President of Entertainment of The CW Television Network. She was in charge of all creative efforts of the network and oversees such areas as current programming, series development, scheduling, research, marketing and publicity.-Career:Ostroff began her career...

, "appeal to people 18 to 34-years-old". The network currently airs programming six days a week: Monday through Friday afternoons and evenings (in prime time), and Saturday morning children's programming (under their The CW4Kids
The CW4Kids
The CW4Kids is a Saturday morning cartoon block on The CW Television Network that premiered on May 24, 2008 in the place of Kids' WB...

 block).

The network debuted programming after its two predecessors, UPN and The WB, ceased independent operations on September 15 and September 17, 2006 respectively. The CW's first two nights of programming—Monday and Tuesday, September 18 and September 19, 2006—consisted of reruns and launch-related specials. The CW marked its formal launch date on Wednesday, September 20, 2006, with a two-hour season premiere of America's Next Top Model
America's Next Top Model
America's Next Top Model is a reality television show in which a number of women compete for the title of America's Next Top Model and a chance to start their career in the modeling industry....

.

The CW lineup has featured on a mixture of programming that originated on both UPN and The WB along with its own original programs, mostly targeted towards women and young adults.

Origins (1995–2006)

The CW is a successor to The WB
The WB Television Network
The WB Television Network is a former television network in the United States that was launched on January 11, 1995 as a joint venture between Warner Bros. and Tribune Broadcasting. On January 24, 2006, CBS Corporation and Warner Bros...

 and UPN
UPN
United Paramount Network was a television network that was broadcast in over 200 markets in the United States from 1995 to 2006. UPN was originally owned by Viacom/Paramount and Chris-Craft Industries, the former of which, through the Paramount Television Group, produced most of the network's...

, both of which launched in January 1995. However, both networks can be seen as descendants of the Prime Time Entertainment Network
Prime Time Entertainment Network
The Prime Time Entertainment Network was a United States television network launched in 1993 by the Prime Time Consortium, a joint venture between Warner Bros. Domestic Television and the Chris-Craft group of independent stations...

 (PTEN), a joint venture between Warner Bros. and Chris-Craft Industries
Chris-Craft Industries
Chris-Craft Industries, Inc., formerly National Automotive Fibers, Inc., was a publicly-held American corporation traded on the New York and Pacific Stock Exchanges. It later took on the name of one of its acquisitions, Chris-Craft Boats...

, which launched in 1993. The two companies later became partners in The WB and UPN, and PTEN continued as a separate syndication service until folding in 1997. Both UPN and The WB started just as the Fox
Fox Broadcasting Company
Fox Broadcasting Company, commonly referred to as Fox Network or simply Fox , is an American commercial broadcasting television network owned by Fox Entertainment Group, part of Rupert Murdoch's News Corporation. Launched on October 9, 1986, Fox was the highest-rated broadcast network in the...

 network had begun to secure a foothold in the American viewing lineup. Both launched to limited fanfare and generally poor results. However, in the subsequent 11½ seasons, both networks were able to air several series that became quite popular. The CW was named after a lady called Clarissa Williams who launched the company on September 18th 2006.

Towards the end of their opening decade, both television networks were in decline, unable to reach the audience or have the effect that Fox had gained within its first decade, much less that of the Big Three
Big Three Television Networks
The Big Three Television Networks are the three traditional commercial broadcast television networks in the United States: ABC, CBS and NBC...

 (ABC
American Broadcasting Company
The American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...

, CBS
CBS
CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...

, and NBC
NBC
The National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...

). In the eleven years UPN and The WB were on the air, the two networks lost a combined $2 billion. Rather than facing questionable futures as separate networks, executives from CBS and Warner announced on January 24, 2006, that they would shut down their respective networks (UPN and WB) and combine resources to form a new broadcast network, to be known as The CW Television Network, that would at the outset feature programming from both networks as well as new content.

CBS chairman Les Moonves explained that the name of the new network was formed from the first letters of CBS and Warner Bros, joking, "We couldn't call it the WC
Flush toilet
A flush toilet is a toilet that disposes of human waste by using water to flush it through a drainpipe to another location. Flushing mechanisms are found more often on western toilets , but many squat toilets also are made for automated flushing...

 for obvious reasons." Although some executives reportedly disliked the new name, Moonves stated in March that there was "zero chance" the name would change, citing research claiming 48% of the target demographic was already aware of the CW name.

Beginnings (2006–2011)

Like both UPN and The WB, The CW targets its programming to younger audiences. CBS and Warner Bros. hoped that combining their networks' schedules and station lineups would strengthen The CW into a fifth "major" broadcast network. Unlike the "Big Four" broadcast networks, The CW does not offer national news
News
News is the communication of selected information on current events which is presented by print, broadcast, Internet, or word of mouth to a third party or mass audience.- Etymology :...

 or sports programming to their affiliates; however, some affiliates do broadcast local news and/or sports, and many, mostly CW Plus stations, air the nationally syndicated
Television syndication
In broadcasting, syndication is the sale of the right to broadcast radio shows and television shows by multiple radio stations and television stations, without going through a broadcast network, though the process of syndication may conjure up structures like those of a network itself, by its very...

 Orlando
Orlando, Florida
Orlando is a city in the central region of the U.S. state of Florida. It is the county seat of Orange County, and the center of the Greater Orlando metropolitan area. According to the 2010 US Census, the city had a population of 238,300, making Orlando the 79th largest city in the United States...

-based morning show, The Daily Buzz
The Daily Buzz
The Daily Buzz is a nationally syndicated breakfast television news and infotainment program. The show is produced by Fisher Communications and is owned and distributed by ACME Communications; it is broadcast every weekday morning from studios at Full Sail University in Winter Park, Florida...

.

On September 11, 2006, a new, full version of the network website, www.cwtv.com, was launched. The website now contains links to The CW4Kids
The CW4Kids
The CW4Kids is a Saturday morning cartoon block on The CW Television Network that premiered on May 24, 2008 in the place of Kids' WB...

 and now features more in-depth information of CW shows.

The CW launched with a premiere special/launch party from CBS-produced Entertainment Tonight
Entertainment Tonight
Entertainment Tonight is a daily tabloid television entertainment television news show that is syndicated by CBS Television Distribution throughout the United States, Canada and in many countries around the world. Linda Bell Blue is currently the program's executive producer...

 at Warner Bros. Studios in Burbank
Burbank, California
Burbank is a city in Los Angeles County in Southern California, United States, north of downtown Los Angeles. The estimated population in 2010 was 103,340....

 on September 18, 2006, after a repeat of the 7th Heaven
7th Heaven
7th Heaven is an American family drama television series, created and produced by Brenda Hampton. The series premiered on August 26, 1996, on the WB, the first time that the network aired Monday night programming, and was originally broadcast from August 26, 1996 to May 13, 2007...

 10th-season finale; the same schedule was repeated on September 19, 2006 with Gilmore Girls
Gilmore Girls
Gilmore Girls is an American family comedy-drama series created by Amy Sherman-Palladino, starring Lauren Graham and Alexis Bledel. On October 5, 2000, the series debuted on The WB and was cancelled in its seventh season, ending on May 15, 2007 on The CW...

 6th-season finale. The network continued to air season finales from the previous season through the rest of the first week, except for America's Next Top Model
America's Next Top Model
America's Next Top Model is a reality television show in which a number of women compete for the title of America's Next Top Model and a chance to start their career in the modeling industry....

 and SmackDown!, which launched their new seasons on September 20 and September 22 respectively, with full-night premieres. When America's Next Top Model launched on September 20, 2006, The CW scored a 3.4/5 (with hourly ratings of 3.1/5 and 3.6/6; The CW placed 5th overall) in the households. It scored a 2.6 rating in the Adults 18–49, finishing fourth in that demographic and beating Fox's 2.2. The network's second week consisted of all season/series premieres for all other series from September 25 – October 1, with the exception of Veronica Mars
Veronica Mars
Veronica Mars is an American television series created by Rob Thomas. The series premiered on September 22, 2004, during television network UPN's final two years, and ended on May 22, 2007, after a season on UPN's successor, The CW Television Network. Veronica Mars was produced by Warner Bros...

, which debuted its third season on October 3.

On May 9, 2008, The CW announced it would lease its Sunday lineup (5:00–10:00 p.m. ET) to an outside company, Media Rights Capital
Media Rights Capital
Media Rights Capital II LP is an independent film, television and digital studio founded by Mordecai Wiczyk and Asif Satchu. MRC specializes in the creation of premium content. It has full in-house physical production, legal, finance and sales teams, and a complete marketing infrastructure...

 (MRC). The move allowed The CW to concentrate on its Monday-thru-Friday schedule (Sundays have historically been a low-rated night for the network) while giving MRC the right to develop and schedule programs of its own choosing and reap ad revenue generated by its lineup. The Sunday series that were scheduled—two reality series (4Real
4Real
4REAL is a series of half-hour episodes hosted by sol Guy as he travels to remote locations with celebrity guests to connect with young leaders who, under extreme circumstances, are affecting real change on some of the most pressing issues of our time.Celebrity guests...

 and In Harm's Way
In Harm's Way (TV series)
In Harm's Way is a one-hour reality television series on The CW that looked at the lives of people who do dangerous jobs. Each unscripted episode followed the brave individuals who risk their lives in a multitude of life-threatening jobs, including war photographers, oil well cappers, the Alaskan...

) and two scripted series (Valentine
Valentine (TV series)
Valentine is a romantic comedy/drama television series created by Kevin Murphy, who also serves as executive producer alongside Courtney Conte. The show is produced by Media Rights Capital. It premiered on October 5, 2008 at 8:00pm on The CW Television Network and Citytv in Canada and after four...

 and Easy Money)—performed poorly in the ratings (averaging only 1.04 million viewers), prompting The CW to scrap its agreement with MRC and program Sunday nights on its own as of November 30, 2008, adding reruns of The Drew Carey Show
The Drew Carey Show
The Drew Carey Show is an American sitcom that aired on ABC from 1995 to 2004. The show was set in Cleveland, Ohio, and revolved around the retail office and home life of "everyman" Drew Carey, a fictionalized version of the actor....

 and Jericho and movies. This time was later given back to local affiliates.

WWE Friday Night SmackDown stopped airing on The CW after the September 26, 2008 episode due to negotiations ending between WWE
World Wrestling Entertainment
World Wrestling Entertainment, Inc. is an American publicly traded, privately controlled entertainment company dealing primarily in professional wrestling, with major revenue sources also coming from film, music, product licensing, and direct product sales...

 and The CW Network. The network later confirmed that the CW had chosen not to continue the WWE broadcast because the network had redefined its target audience as exclusively 18- to 34-year-old women Although it continues to air some shows that target male viewers such as Smallville and Supernatural. Thanks to the WWE, MyNetworkTV has beaten The CW in the Friday ratings every week since its debut, though The CW continues to beat MyNetworkTV overall. However, SmackDown left broadcast television altogether in October 2010 when the show moved to cable network Syfy
Syfy
Syfy , formerly known as the Sci-Fi Channel and SCI FI, is an American cable television channel featuring science fiction, supernatural, fantasy, reality, paranormal, wrestling, and horror programming. Launched on September 24, 1992, it is part of the entertainment conglomerate NBCUniversal, a...

.

The CW has generally struggled in the Nielsen ratings
Nielsen Ratings
Nielsen ratings are the audience measurement systems developed by Nielsen Media Research, in an effort to determine the audience size and composition of television programming in the United States...

 since its inception, primarily placing fifth in all Nielsen statistics, and in several slots, has even been outrated by the Spanish language
Spanish language
Spanish , also known as Castilian , is a Romance language in the Ibero-Romance group that evolved from several languages and dialects in central-northern Iberia around the 9th century and gradually spread with the expansion of the Kingdom of Castile into central and southern Iberia during the...

 Univision
Univision
Univision is a Spanish-language television network in the United States. It has the largest audience of Spanish language television viewers according to Nielsen ratings. Randy Falco, COO, has been in charge of the company since the departure of Univision Communications president and CEO Joe Uva...

. This has led to speculation in the industry (including a May 16, 2008 Wall Street Journal article) that CBS, Warner Brothers, or both companies could abandon the venture if ratings do not improve. However, The CW's fortunes were buoyed in the fall of 2008 and 2009 thanks to increased ratings in its 18–34 female demographic and the buzz that some of its newer series (such as Gossip Girl
Gossip Girl (TV series)
Gossip Girl is an American teen drama television series based on the book series of the same name written by Cecily von Ziegesar. The series was created by Josh Schwartz and Stephanie Savage, and premiered on The CW on September 19, 2007...

 , 90210
90210 (TV series)
90210 is an American teen drama television series developed by Rob Thomas, Jeff Judah and Gabe Sachs, and the fourth series in the Beverly Hills, 90210 franchise created by Darren Star. 90210 is the first series produced by CBS Productions under the company's re-launch, but is now produced by CBS...

 and The Vampire Diaries
The Vampire Diaries (TV series)
The Vampire Diaries is an American supernatural drama television series developed by Kevin Williamson and Julie Plec, based on the book series of the same name written by L. J. Smith. The series premiered on The CW Television Network on September 10, 2009, and is currently in its third season that...

) have generated. Executives of both companies have emphasized their commitment to the network.

On May 5, 2009, the network announced it was beginning the process of giving the five hours of network time on Sundays back to the CW affiliates as of fall 2009, thus becoming a weeknight-only network in primetime, along with The CW Daytime and The CW4Kids Saturday block. Subsequently in mid-May, 65% of the network's affiliates, including those airing the CW Plus schedule, signed agreements to continue to air the replacement MGM movie package on Sunday, which was offered as a traditional movie syndication package meant for the CW's former Sunday primetime slot.

New leadership (2011–present)

In 2011, Mark Pedowitz
Mark Pedowitz
Mark Pedowitz is the current President of The CW Television Network. He replaced Dawn Ostroff in 2011, who has been the Head of Entertainment since the networks inception in 2006...

 succeeded Dawn Ostroff, but with broader responsibilities in The CW's business operations than she did, as the network's first president. As President of Entertainment, Ostroff oversaw entertainment operations while John Maatta, the network's Chief Operating Officer, handled business affairs, and both reported to a board composed of CBS and Warner Bros. executives. Now Maatta will report to Pedowitz.

Pedowitz has revealed that the core target demo of the network will not change, though they will attempt to lure new viewers. He is also looking to bring comedies back to The CW after former president, Dawn Ostroff, publicly declared the difficulty of doing comedies for their target demo. Pedowitz is planning on bringing a new superhero show to the network and more procedural series that repeat better but still have a CW feel to them. He noted that value of having shows that repeat better than their current line-up, which he is hopeful for with Hart of Dixie
Hart of Dixie
Hart of Dixie is an American medical-drama television series, created by Leila Gerstein. On May 17, 2011, The CW officially picked up the series...

 as it has different medical cases each week. Pedowitz has mentioned his reasoning for bringing back One Tree Hill despite the season eight finale working as a series finale. He said he knew about the strong fanbase before coming to The CW and thought it would be a "treat" for viewers to give them one final season.

The network has ordered more episodes of its original series and plan to run straight though the first week of December, starting September 12th, without repeats.

In late 2011, the network made digital distribution deals with Netflix
Netflix
Netflix, Inc., is an American provider of on-demand internet streaming media in the United States, Canada, and Latin America and flat rate DVD-by-mail in the United States. The company was established in 1997 and is headquartered in Los Gatos, California...

 and Hulu
Hulu
Hulu is a website and over-the-top subscription service offering ad-supported on-demand streaming video of TV shows, movies, webisodes and other new media, trailers, clips, and behind-the-scenes footage from NBC, Fox, ABC, and Obstacle on October 20th 2011 Nickelodeon and CBS and many other...

. The Netflix deal is a four-year deal that will allow its customers to instantly watch more than 700 hours of previous seasons of scripted series that currently air on The CW, while Hulu inked a five-year deal, giving the streaming site access to next-day content from four of the five major networks.

Affiliates

Following the network announcement, The CW immediately announced ten-year affiliation agreements with the Tribune Company
Tribune Company
The Tribune Company is a large American multimedia corporation based in Chicago, Illinois. It is the nation's second-largest newspaper publisher, with ten daily newspapers and commuter tabloids including Chicago Tribune, Los Angeles Times, Hartford Courant, Orlando Sentinel, South Florida...

 and CBS Television Stations Group. Tribune originally committed 16 stations (including its flagship broadcast stations WGN-TV
WGN-TV
WGN-TV, virtual channel 9 , is the CW-affiliated television station in Chicago, Illinois built, signed on, and owned by the Tribune Company. WGN-TV's studios and offices are located at 2501 W...

 in Chicago, KTLA
KTLA
KTLA, virtual channel 5, is a television station in Los Angeles, California, USA. Owned by the Tribune Company, KTLA is an affiliate of the CW Television Network. KTLA's studios are on Sunset Boulevard in Hollywood, and its transmitter is located atop Mount Wilson...

 in Los Angeles and WPIX
WPIX
WPIX, channel 11, is a television station in New York City built, signed on, and owned by the Tribune Company. WPIX also serves as the flagship station of The CW Television Network...

 in New York; another committed station, KSWB
KSWB-TV
KSWB-TV, virtual channel 69, is a Fox-affiliated television station in San Diego, California. It broadcasts a 720p high definition digital signal on UHF channel 19 from a transmitter southeast of Spring Valley...

/San Diego
San Diego, California
San Diego is the eighth-largest city in the United States and second-largest city in California. The city is located on the coast of the Pacific Ocean in Southern California, immediately adjacent to the Mexican border. The birthplace of California, San Diego is known for its mild year-round...

, joined Fox in August 2008) that were previously affiliated with The WB, while CBS committed 11 of its UPN stations (including WKBD
WKBD
WKBD-TV, virtual channel 50 , is an owned and operated station of the CW Television Network, based in Detroit, Michigan. The station is owned and operated by the CBS Corporation, and is one-half of a duopoly with sister station WWJ-TV . Its studios and transmitters are located at 11 mile and...

 in Detroit, WPSG
WPSG
WPSG, channel 57, is a television station in Philadelphia, Pennsylvania. WPSG is owned by the CBS Corporation and is the east coast flagship station for the CW Television Network, which is owned jointly by CBS and Time Warner...

 in Philadelphia, KBHK-TV in San Francisco [now KBCW] and WUPA
WUPA
WUPA, channel 69, is a television station in Atlanta, Georgia. An owned and operated station of the The CW Television Network, it identifies itself as "CW 69". It is owned by CBS Corporation, which is half-owner of The CW. Founded November 10, 1980, the station is broadcast locally in...

 in Atlanta). These stations combine to reach 48 percent of the United States. Both groups also own several UPN/WB stations that did not join The CW in overlapping markets. As part of its agreement, Tribune agreed to divest its interest in The WB and did not take an ownership interest in The CW.

The network stated that it would eventually reach 95 percent of the United States. In markets where both UPN and The WB affiliates operate, only one station became a CW affiliate. Executives were on record as preferring the "strongest" stations among existing The WB and UPN affiliates. For example, the new network's first affiliate outside the core group of Tribune and CBS-owned stations, WJZY
WJZY
WJZY is the CW-affiliated television station for Charlotte, North Carolina licensed to Belmont. It broadcasts a high definition digital signal on UHF channel 47 from a transmitter in Dallas along the Catawba River. The station can also be seen on Time Warner Cable channel 8 and in high definition...

 in Charlotte
CHARLOTTE
- CHARLOTTE :CHARLOTTE is an American blues-based hard rock band that formed in Los Angeles, California in 1986. Currently, they are signed to indie label, Eonian Records, under which they released their debut cd, Medusa Groove, in 2010. Notable Charlotte songs include 'Siren', 'Little Devils',...

, was tied with Atlanta's WUPA as UPN's fifth-strongest station. In most cases, it was obvious where the new network would affiliate; there were only a few markets (for example, Philadelphia, Miami/Fort Lauderdale, Boston
Boston
Boston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...

, Charlotte and Atlanta) where the WB and UPN affiliates were both relatively strong. For example, one of the first affiliates to be announced was WKCF
WKCF
WKCF is the CW-affiliated television station for Central Florida licensed to Clermont. It broadcasts a high definition digital signal on UHF channel 17 from a transmitter in unincorporated Bithlo. The station can also be seen on Bright House Networks channel 8 and Comcast channel 13...

 in Orlando, Florida
Orlando, Florida
Orlando is a city in the central region of the U.S. state of Florida. It is the county seat of Orange County, and the center of the Greater Orlando metropolitan area. According to the 2010 US Census, the city had a population of 238,300, making Orlando the 79th largest city in the United States...

. It had not only been the top-rated WB affiliate for virtually all of that network's run, but had also been the fourth-rated station in Central Florida.

Nearly all of the CW affiliates were former UPN or WB affiliates. Very few were independents prior to joining the CW. A notable exception was KVCW
KVCW
KVCW, branded as The CW Las Vegas, is the CW-affiliated television station for Las Vegas. It broadcasts a high definition digital signal on UHF channel 29 from a transmitter in Henderson, Nevada southwest of I-515/U.S. 93/U.S. 95...

 in Las Vegas
Las Vegas metropolitan area
The Las Vegas Valley is the heart of the Las Vegas-Paradise, NV MSA also known as the Las Vegas–Paradise–Henderson MSA which includes all of Clark County, Nevada, and is a metropolitan area in the southern part of the U.S. state of Nevada. The Valley is defined by the Las Vegas Valley landform, a ...

, which had been a fairly successful independent before joining The CW.

Although it was generally understood that The CW was a merger of UPN and The WB, the new network's creation was not structured as a merger in the legal sense. Rather, it was one new network launching at the same time two others shut down. As such, The CW was not obligated by existing affiliations with The WB and UPN; it had to negotiate from scratch with individual stations.

As a result, in several markets, the CW affiliate is a different station than either the former The WB and UPN stations. In Helena, Montana
Helena, Montana
Helena is the capital city of the U.S. state of Montana and the county seat of Lewis and Clark County. The 2010 census put the population at 28,180. The local daily newspaper is the Independent Record. The Helena Brewers minor league baseball and Helena Bighorns minor league hockey team call the...

, ION affiliate KMTF
KMTF
KMTF is a television station in Helena, Montana, broadcasting locally on digital channel 29 as an affiliate of The CW. KMTF is owned by The Uhlmann Company, under the license name Rocky Mountain Broadcasting Company, and managed by Intermountain West Communications Company, who also owns KTVH...

 became a CW station. In Las Vegas, Nevada
Las Vegas, Nevada
Las Vegas is the most populous city in the U.S. state of Nevada and is also the county seat of Clark County, Nevada. Las Vegas is an internationally renowned major resort city for gambling, shopping, and fine dining. The city bills itself as The Entertainment Capital of the World, and is famous...

, independent station KVCW
KVCW
KVCW, branded as The CW Las Vegas, is the CW-affiliated television station for Las Vegas. It broadcasts a high definition digital signal on UHF channel 29 from a transmitter in Henderson, Nevada southwest of I-515/U.S. 93/U.S. 95...

 signed for CW affiliation. The network has also affiliated with some digital channels, usually newly-launched subchannels of a local Big Four affiliate, in several other markets.

Due to the availability of "instant duopoly" digital subchannels that will likely be easily available on cable and satellite, and the overall lack of a need to settle for a secondary affiliation with shows aired in problematic timeslots, both The CW and MyNetworkTV launched with far greater national coverage than that enjoyed by UPN and The WB when they started in 1995. UPN for several years had gaps in the top 30 markets, and by 2005 managed to cover only 86% of the country. This resulted in secondary affiliations with other networks and the resulting diluted ratings when programs were shown out of their intended timeslots, or the lack of the program airing at all (a problem experienced by many Star Trek
Star Trek
Star Trek is an American science fiction entertainment franchise created by Gene Roddenberry. The core of Star Trek is its six television series: The Original Series, The Animated Series, The Next Generation, Deep Space Nine, Voyager, and Enterprise...

 fans with Star Trek: Voyager
Star Trek: Voyager
Star Trek: Voyager is a science fiction television series set in the Star Trek universe. Set in the 24th century from the year 2371 through 2378, the series follows the adventures of the Starfleet vessel USS Voyager, which becomes stranded in the Delta Quadrant 70,000 light-years from Earth while...

 and Star Trek: Enterprise
Star Trek: Enterprise
Star Trek: Enterprise is a science fiction television series. It follows the adventures of humanity's first warp 5 starship, the Enterprise, ten years before the United Federation of Planets shown in previous Star Trek series was formed.Enterprise premiered on September 26, 2001...

).

Launching repercussions

The announcement of The CW caused the largest single shakeup of U.S. broadcast television since the Fox/New World Communications alliance
Fox affiliate switches of 1994
The United States television network affiliate switches of 1994 were a series of events resulting from a multi-million dollar deal between Fox Broadcasting Company, known commonly as Fox, and New World Communications, an owner of several VHF television stations affiliated with major networks,...

 of 1994 and the subsequent launches of UPN and The WB the following year. While The CW debut affected more markets, it was unlikely to cause the same degree of viewer confusion, as no affiliates of the four major networks dropped those affiliations to join The CW. (Some "big four" affiliations did change at this time, but for unrelated reasons.)

The WB and UPN were the first major television networks to close since the collapse of the DuMont Television Network
DuMont Television Network
The DuMont Television Network, also known as the DuMont Network, DuMont, Du Mont, or Dumont was one of the world's pioneer commercial television networks, rivalling NBC for the distinction of being first overall. It began operation in the United States in 1946. It was owned by DuMont...

 in 1955, although other small broadcast television networks have also ceased operations over the years.

It became clear that Fox Television Stations, which purchased several UPN affiliates from former UPN co-owner Chris-Craft Industries
Chris-Craft Industries
Chris-Craft Industries, Inc., formerly National Automotive Fibers, Inc., was a publicly-held American corporation traded on the New York and Pacific Stock Exchanges. It later took on the name of one of its acquisitions, Chris-Craft Boats...

 in 2002, was affected. Its UPN affiliates in five major markets would not be affiliated with The CW, due to the agreement with Tribune, and Fox made it clear it would not even seek the affiliation for its four UPN stations elsewhere. All UPN logos and network references were quickly removed from their stations. Shortly thereafter, Fox announced that it was starting MyNetworkTV
MyNetworkTV
MyNetworkTV is a television broadcast syndication service in the United States, owned by the Fox Entertainment Group, a division of News Corporation...

, a programming service meant to fill the two nightly prime time hours that opened up on its UPN-affiliated stations after the start of The CW. Fox also offered the service to other stations.

In those media markets where there were separate The WB and UPN stations, one local station was left out in the merger; most of those stations have signed with MyNetworkTV, while others elected to become independent station
Independent station
An independent station is in the category of television terminology used to describe a television station broadcasting in the United States or Canada that is not affiliated with any television network....

s. Some stations (mainly digital subchannels, some WB 100+ cable channels, and struggling low-power stations) which received neither network's affiliation opted instead to sign off permanently and cease to exist.

Problems with Time Warner Cable

Some households around the country were not able to see the new network when it premiered on September 18, due to stations in several markets not being able to strike a deal with Time Warner Cable
Time Warner Cable
Time Warner Cable is an American cable television company that operates in 28 states and has 31 operating divisions...

. In markets like Charleston, South Carolina
Charleston, South Carolina
Charleston is the second largest city in the U.S. state of South Carolina. It was made the county seat of Charleston County in 1901 when Charleston County was founded. The city's original name was Charles Towne in 1670, and it moved to its present location from a location on the west bank of the...

; El Paso, Texas
El Paso, Texas
El Paso, is a city in and the county seat of El Paso County, Texas, United States, and lies in far West Texas. In the 2010 census, the city had a population of 649,121. It is the sixth largest city in Texas and the 19th largest city in the United States...

; Honolulu, Hawaii
Honolulu, Hawaii
Honolulu is the capital and the most populous city of the U.S. state of Hawaii. Honolulu is the southernmost major U.S. city. Although the name "Honolulu" refers to the urban area on the southeastern shore of the island of Oahu, the city and county government are consolidated as the City and...

; Palm Springs, California
Palm Springs, California
Palm Springs is a desert city in Riverside County, California, within the Coachella Valley. It is located approximately 37 miles east of San Bernardino, 111 miles east of Los Angeles and 136 miles northeast of San Diego...

; Beaumont, Texas
Beaumont, Texas
Beaumont is a city in and county seat of Jefferson County, Texas, United States, within the Beaumont–Port Arthur Metropolitan Statistical Area. The city's population was 118,296 at the 2010 census. With Port Arthur and Orange, it forms the Golden Triangle, a major industrial area on the...

; Waco, Texas
Waco, Texas
Waco is a city in and the county seat of McLennan County, Texas. Situated along the Brazos River and on the I-35 corridor, halfway between Dallas and Austin, it is the economic, cultural, and academic center of the 'Heart of Texas' region....

; and Corpus Christi, Texas
Corpus Christi, Texas
Corpus Christi is a coastal city in the South Texas region of the U.S. state of Texas. The county seat of Nueces County, it also extends into Aransas, Kleberg, and San Patricio counties. The MSA population in 2008 was 416,376. The population was 305,215 at the 2010 census making it the...

, where the CW is broadcast on a digital subchannel of the station's primary affiliate, there have been unsuccessful attempts in getting Time Warner Cable to carry The CW on their basic cable lineups. The CW is 50% owned by Time Warner Cable's former parent company, Time Warner.

Some affiliates have since signed deals with Time Warner Cable, but not all stations have landed within the analog listings. For example, WSTQ-LP
WSTQ-LP
WSTQ-LP is the low-powered CW-affiliated television station for Central New York State licensed to Syracuse. It broadcasts an analog signal on UHF channel 14 from a transmitter on West Kirkpatrick Street alongside WOLF-FM's tower in the city's Lakefront section. Due to the low-powered status, the...

 in Syracuse, New York
Syracuse, New York
Syracuse is a city in and the county seat of Onondaga County, New York, United States, the largest U.S. city with the name "Syracuse", and the fifth most populous city in the state. At the 2010 census, the city population was 145,170, and its metropolitan area had a population of 742,603...

 can only be viewed on channel 266.(In the Ithaca market only.)

Currently, the largest market without a known affiliate is the Johnstown
Johnstown, Pennsylvania
Johnstown is a city in Cambria County, Pennsylvania, United States, west-southwest of Altoona, Pennsylvania and east of Pittsburgh. The population was 20,978 at the 2010 census. It is the principal city of the Johnstown, Pennsylvania, Metropolitan Statistical Area, which includes Cambria County...

 / Altoona
Altoona, Pennsylvania
-History:A major railroad town, Altoona was founded by the Pennsylvania Railroad in 1849 as the site for a shop complex. Altoona was incorporated as a borough on February 6, 1854, and as a city under legislation approved on April 3, 1867, and February 8, 1868...

 market, Nielsen's
Nielsen Media Research
Nielsen Media Research is an American firm that measures media audiences, including television, radio, theatre films and newspapers...

 DMA
Media market
A media market, broadcast market, media region, designated market area , Television Market Area , or simply market is a region where the population can receive the same television and radio station offerings, and may also include other types of media including newspapers and Internet content...

 #101. WPCW channel 19, in Pittsburgh
Pittsburgh, Pennsylvania
Pittsburgh is the second-largest city in the US Commonwealth of Pennsylvania and the county seat of Allegheny County. Regionally, it anchors the largest urban area of Appalachia and the Ohio River Valley, and nationally, it is the 22nd-largest urban area in the United States...

, is the closest affiliate and is carried on both Johnstown and Altoona's cable systems; WPCW was originally targeted to serve that area before a switch to a Pittsburgh focus in the late 90's.

On February 2, 2007 at 4:30 p.m., KFDM-TV
KFDM-TV
KFDM, virtual channel 6, is the CBS affiliated television station in the Beaumont/Port Arthur, Texas market. Licensed to Beaumont, it airs on cable channel 3 on systems in the immediate portion of the market...

 made its CW affiliated available to Time Warner Cable in Beaumont, Texas
Beaumont, Texas
Beaumont is a city in and county seat of Jefferson County, Texas, United States, within the Beaumont–Port Arthur Metropolitan Statistical Area. The city's population was 118,296 at the 2010 census. With Port Arthur and Orange, it forms the Golden Triangle, a major industrial area on the...

 on Channel 10 and also available on Digital 6.2. Although the Southeast Texas CW Logo is on commercials made by KFDM-TV
KFDM-TV
KFDM, virtual channel 6, is the CBS affiliated television station in the Beaumont/Port Arthur, Texas market. Licensed to Beaumont, it airs on cable channel 3 on systems in the immediate portion of the market...

, on the television shows the bug
Digital on-screen graphic
A digital on-screen graphic is a watermark-like station logo that many television broadcasters overlay over a portion of the screen-area of their programs to identify the channel...

 is just "the CW".

On Saturday, April 21, 2007 at 12:01 a.m., KCWQ-LP
KCWQ-LP
KCWQ-LP is the low-powered CW-affiliated television station for the Coachella Valley that is licensed to Palm Springs. It broadcasts an analog signal on VHF channel 2 and a digital signal on UHF channel 26 from a transmitter on Edom Hill northeast of Cathedral City and I-10...

 made its broadcast debut on channel 5 on Time Warner Cable in the Palm Springs
Palm Springs, California
Palm Springs is a desert city in Riverside County, California, within the Coachella Valley. It is located approximately 37 miles east of San Bernardino, 111 miles east of Los Angeles and 136 miles northeast of San Diego...

 area.

On Friday, April 20, 2007 at 11:00 a.m., KVIA-TV
KVIA-TV
KVIA-TV is an ABC affiliate television station in El Paso, Texas. It broadcasts its digital signal on channel 7 and channel 17. It is owned by and was the flagship television station of the News-Press & Gazette Company of St. Joseph, Missouri before the company acquired KRDO-TV. Its transmitter is...

, began broadcasting the CW on Time Warner cable channel 13. The signal is also available on digital television 7.2.

Pappas Telecasting bankruptcy

One of the major affiliate groups of the network, Pappas Telecasting, filed for Chapter 11 bankruptcy for thirteen of their stations on May 10, 2008. Within the petition, Pappas specifically cited the network's low ratings and performance as one of many complications that had forced it to take the action. Several of the stations have since been sold in either business transactions with Pappas's bankruptcy officials or via station auction processes as Pappas winds down operations.

Although the company had originally stated that no stations would be affected at all by the closing, two Pappas stations formerly with CW affiliation have ceased operations. On May 29, 2008, KCWK
KCWK
KCWK was a television station which broadcast on analog channel 9 in Walla Walla, Washington and low-powered analog channel 27 in Yakima, Washington. It was affiliated with The CW, and was owned by Pappas Telecasting. The station went off the air on May 25, 2008.-History:The station signed on for...

, a Yakima, Washington
Yakima, Washington
Yakima is an American city southeast of Mount Rainier National Park and the county seat of Yakima County, Washington, United States, and the eighth largest city by population in the state itself. As of the 2010 census, the city had a total population of 91,196 and a metropolitan population of...

-based station serving the south central portion of that state, went off the air and the station's offices were closed, leaving that area without locally-based CW programming and forcing cable and satellite companies to carry KTLA
KTLA
KTLA, virtual channel 5, is a television station in Los Angeles, California, USA. Owned by the Tribune Company, KTLA is an affiliate of the CW Television Network. KTLA's studios are on Sunset Boulevard in Hollywood, and its transmitter is located atop Mount Wilson...

 from Los Angeles on their systems to provide the network to their viewers. The situation was resolved when Fisher Communications
Fisher Communications
Fisher Communications is a media company in the United States. Based in Seattle, Washington, the company owns a number of radio and television stations in the Western United States.- Radio Stations :- Television Stations :...

 announced that their CBS affiliates in the area (KIMA-TV
KIMA-TV
KIMA-TV is the CBS affiliated television station serving the Yakima, Washington region. The station is owned by Fisher Communications.The station operates two semi-satellites--KEPR-TV in the Tri-Cities and KLEW-TV in Lewiston, Idaho...

/KEPR-TV
KEPR-TV
KEPR-TV , virtual channel 19, is the CBS affiliated television station for the Tri-Cities area of Richland, Pasco, and Kennewick, Washington. It is licensed to Pasco. It is sister station to KIMA-TV in Yakima, Washington and KLEW-TV in Lewiston, Idaho...

) would pick up subchannel affiliations at the beginning of April 2009.

Subsequently, WLGA
WLGA
WLGA was a television station in Opelika, Alabama. The channel broadcast in digital on UHF channel 47. Its studios were located in Opelika, with its transmitter located in Cusseta, Georgia...

, which served the Columbus, Georgia
Columbus, Georgia
Columbus is a city in and the county seat of Muscogee County, Georgia, United States, with which it is consolidated. As of the 2010 census, the city had a population of 189,885. It is the principal city of the Columbus, Georgia metropolitan area, which, in 2009, had an estimated population of 292,795...

 market lost their CW affiliation in April 2009 to a subchannel of WLTZ
WLTZ
WLTZ is the NBC-affiliated television station for the Chattahoochee Valley of West-Central Georgia and East-Central Alabama. Licensed to Columbus, Georgia, it broadcasts a high definition digital signal on UHF channel 35 from its studios on NBC 38 Drive in the Vista Terrance section of South...

 due to the network's concerns about Pappas's financial state; unable to compete as an independent station in the market, WLGA ceased operations in June 2010.

Marianas Media bankruptcy

On April 20, 2009, KTKB-LD in Guam
Guam
Guam is an organized, unincorporated territory of the United States located in the western Pacific Ocean. It is one of five U.S. territories with an established civilian government. Guam is listed as one of 16 Non-Self-Governing Territories by the Special Committee on Decolonization of the United...

 (U.S. Territory) signed on air as a CW affiliate and the island's fifth commercial television outlet. The competition from the other outlets combined with financial problems at Marianas Media, which was running the station under a LMA with KM Communications, forced the station off air March 31, 2011.

Tribune's relations with The CW

It should be noted that while they have solid affiliation deals with The CW, Tribune also has affiliation deals with Fox. But with new management and ownership taking over Tribune in 2008, it was apparent that Tribune would start moving one of its CW-affiliated stations to Fox (at least those in markets without a Fox O&O
Owned-and-operated station
In the broadcasting industry , an owned-and-operated station usually refers to a television station or radio station that is owned by the network with which it is associated...

 station or a former O&O now owned by Local TV LLC), adding to more questions surrounding The CW's future. In a seminar by Sam Zell in March 2008, the Tribune Chairman/CEO revealed that their San Diego outlet KSWB-TV
KSWB-TV
KSWB-TV, virtual channel 69, is a Fox-affiliated television station in San Diego, California. It broadcasts a 720p high definition digital signal on UHF channel 19 from a transmitter southeast of Spring Valley...

 would switch affiliations from The CW to Fox
Fox Broadcasting Company
Fox Broadcasting Company, commonly referred to as Fox Network or simply Fox , is an American commercial broadcasting television network owned by Fox Entertainment Group, part of Rupert Murdoch's News Corporation. Launched on October 9, 1986, Fox was the highest-rated broadcast network in the...

 in August 2008, with KSWB assuming the Fox affiliation from XETV
XETV
XETV is a television station licensed to Tijuana, Baja California, Mexico, serving as the CW Television Network affiliate for the San Diego, California area across the international border in the United States...

, a 1986 charter affiliate of Fox. XETV (which is licensed to Tijuana, Baja California, Mexico under the ownership of Televisa
Televisa
Televisa is a Mexican multimedia conglomerate, the largest mass media company in Latin America and in the Spanish-speaking world. It is a major international entertainment business, with much of its programming airing in the United States on Univision, with which it has an exclusive contract...

 but whose US operations are programmed by Bay City TV) was caught off guard and was not informed of Zell's deal until it was made public in the trades. After the news, XETV planned on fighting the affiliation switch in court on the grounds that the switch would violate a contract XETV has with Fox to run until 2010. But on July 2, 2008, XETV announced that they would join The CW on August 1 and rebrand as "San Diego 6, the new home of The CW", the same day KSWB became "Fox 5".

Tribune stations' de-emphasis of the network's brand

Though the thirteen other Tribune-owned CW affiliates have kept their affiliation, they would begin to de-emphasize the network branding (e.g. "CW 11") in favor of one with a stronger local identity. CW-free branding on the stations began in July 2008, either on-air (in the case of KWGN-TV
KWGN-TV
KWGN-TV, virtual channel 2 , is a television station in Denver, Colorado, owned by the Tribune Company and affiliated with the CW Television Network...

) or through their websites (as part of a redesign for all of the Tribune stations' websites). The following table lists the rebranding of 10 Tribune-owned CW affiliates:
Market Station Former Branding Current Branding Other Notes
New York
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...

, NY
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...

WPIX
WPIX
WPIX, channel 11, is a television station in New York City built, signed on, and owned by the Tribune Company. WPIX also serves as the flagship station of The CW Television Network...

CW 11 PIX 11 Upon the re-branding, the station became "PIX 11" , and utilizes a modernization of WPIX's classic "circle 11" logo.
Los Angeles, CA
Los Angeles, California
Los Angeles , with a population at the 2010 United States Census of 3,792,621, is the most populous city in California, USA and the second most populous in the United States, after New York City. It has an area of , and is located in Southern California...

KTLA
KTLA
KTLA, virtual channel 5, is a television station in Los Angeles, California, USA. Owned by the Tribune Company, KTLA is an affiliate of the CW Television Network. KTLA's studios are on Sunset Boulevard in Hollywood, and its transmitter is located atop Mount Wilson...

KTLA 5, The CW KTLA 5 With the branding change, KTLA would add a modernized version of its former "5" logo, which was used from 1980 to 1997.
Washington, DC WDCW
WDCW
WDCW, channel 50, is the CW-affiliated television station for Washington, D.C. It transmits from the Hughes Memorial Tower located in the Brightwood section of the city. Owned by the Tribune Company, the station has studios on Wisconsin Avenue Northwest in the Glover Park section of Washington...

The CW Washington DC 50 The "DC 50" logo incorporates a silhouette of the Capitol Building
United States Capitol
The United States Capitol is the meeting place of the United States Congress, the legislature of the federal government of the United States. Located in Washington, D.C., it sits atop Capitol Hill at the eastern end of the National Mall...

 dome.
Denver, CO
Denver, Colorado
The City and County of Denver is the capital and the most populous city of the U.S. state of Colorado. Denver is a consolidated city-county, located in the South Platte River Valley on the western edge of the High Plains just east of the Front Range of the Rocky Mountains...

KWGN-TV
KWGN-TV
KWGN-TV, virtual channel 2 , is a television station in Denver, Colorado, owned by the Tribune Company and affiliated with the CW Television Network...

CW 2 Colorado's Channel 2 KWGN was the first Tribune CW station to change branding, unveiling a "2" identity on July 7, 2008. Between March 2009 and Spring 2010, the station branded as "The Deuce" in an attempt to attract a younger audience.
Miami, FL
Miami, Florida
Miami is a city located on the Atlantic coast in southeastern Florida and the county seat of Miami-Dade County, the most populous county in Florida and the eighth-most populous county in the United States with a population of 2,500,625...

WSFL-TV
WSFL-TV
WSFL-TV, channel 39, is a The CW Television Network-affiliated television station located in Miami. Owned by the Tribune Company, the station shares studios with co-owned newspaper the Sun-Sentinel in Fort Lauderdale, and has its transmitter based in Miramar, Florida.It is a television station in...

CW South Florida SFL The "S" of the "SFL" logo is taken from the co-owned South Florida Sun-Sentinel newspaper; the station has had a newscast partnership with the Sun-Sentinel since 2009.
St. Louis, MO
St. Louis, Missouri
St. Louis is an independent city on the eastern border of Missouri, United States. With a population of 319,294, it was the 58th-largest U.S. city at the 2010 U.S. Census. The Greater St...

KPLR-TV
KPLR-TV
KPLR-TV, channel 11, is a television station in St. Louis, Missouri. KPLR is owned by the Tribune Company, and is an affiliate of The CW Television Network. The station's studios are located in Maryland Heights, Missouri, in Northwest St. Louis County KPLR-TV, channel 11, is a television station...

CW 11 KPLR 11 With the branding change, the station returned to the Gateway Arch
Gateway Arch
The Gateway Arch, or Gateway to the West, is an arch that is the centerpiece of the Jefferson National Expansion Memorial in St. Louis, Missouri. It was built as a monument to the westward expansion of the United States...

 motif seen in previous KPLR logos.
Portland, OR
Portland, Oregon
Portland is a city located in the Pacific Northwest, near the confluence of the Willamette and Columbia rivers in the U.S. state of Oregon. As of the 2010 Census, it had a population of 583,776, making it the 29th most populous city in the United States...

KRCW-TV
KRCW-TV
KRCW-TV is the CW-affiliated television station for Portland, Oregon that is licensed to Salem. It broadcasts a high definition digital signal on UHF channel 33 from a transmitter in the Sylvan-Highlands section of Portland. Owned by the Tribune Company, KRCW has studios on Southwest Arctic Drive...

Portland's CW NW 32 TV Though the station's web address briefly changed to Portlands32.com, it still used the "Portland's CW" branding until April 2009. The branding and logo for the station is inspired by Portland's street grid
Grid plan
The grid plan, grid street plan or gridiron plan is a type of city plan in which streets run at right angles to each other, forming a grid...

 system.
Indianapolis, IN
Indianapolis, Indiana
Indianapolis is the capital of the U.S. state of Indiana, and the county seat of Marion County, Indiana. As of the 2010 United States Census, the city's population is 839,489. It is by far Indiana's largest city and, as of the 2010 U.S...

WTTV
WTTV
WTTV is a CW-affiliated television station licensed to Bloomington, Indiana, serving the Indianapolis television market. WTTV is owned by the Tribune Company, and is one-half of a duopoly with WXIN , the market's Fox affiliate. The two stations share a studio at 6910 Network Place on the northwest...

CW 4 Indiana's 4 The station's red-and-white logo features the stars-and-torch pattern found on the Flag of Indiana
Flag of Indiana
The flag of Indiana was designed by Paul Hadley and officially adopted by the state of Indiana on May 31, 1917. It was the state's first official flag and has remained unchanged since then except for the creation of a statute to standardize the production of the flag.-History:To commemorate the...

.
Hartford, CT
Hartford, Connecticut
Hartford is the capital of the U.S. state of Connecticut. The seat of Hartford County until Connecticut disbanded county government in 1960, it is the second most populous city on New England's largest river, the Connecticut River. As of the 2010 Census, Hartford's population was 124,775, making...

WCCT-TV CW 20 The CT The station, as WTXX, used the 'txx' branding from Fall 2008 to March 2010, when they adopted "The CT" branding (their call sign changed to WCCT-TV in June 2010).
New Orleans
New Orleans, Louisiana
New Orleans is a major United States port and the largest city and metropolitan area in the state of Louisiana. The New Orleans metropolitan area has a population of 1,235,650 as of 2009, the 46th largest in the USA. The New Orleans – Metairie – Bogalusa combined statistical area has a population...

, LA
Louisiana
Louisiana is a state located in the southern region of the United States of America. Its capital is Baton Rouge and largest city is New Orleans. Louisiana is the only state in the U.S. with political subdivisions termed parishes, which are local governments equivalent to counties...

WNOL-TV
WNOL-TV
WNOL-TV, virtual channel 38, is the CW-affiliated television station in New Orleans, Louisiana. It broadcasts on UHF digital channel 15. It is owned by Tribune Broadcasting, in a duopoly with ABC affiliate WGNO.-Digital television:...

New Orleans' CW 38 NOLA 38 "NOLA" is an abbreviated reference to New Orleans, Louisiana; a fleur-de-lis
Fleur-de-lis
The fleur-de-lis or fleur-de-lys is a stylized lily or iris that is used as a decorative design or symbol. It may be "at one and the same time, political, dynastic, artistic, emblematic, and symbolic", especially in heraldry...

, a common symbol of the city and state's French heritage, is incorporated in the station's logo.


Two Tribune-owned CW stations that dropped their CW branding would later reinstate it: Houston's
Houston, Texas
Houston is the fourth-largest city in the United States, and the largest city in the state of Texas. According to the 2010 U.S. Census, the city had a population of 2.1 million people within an area of . Houston is the seat of Harris County and the economic center of , which is the ...

 KIAH, when changing its call sign from KHCW in 2008, adopted a "Channel 39" branding before adding the "CW" to the logo, and rebranding back to "CW 39," in March 2011; Dallas'
Dallas, Texas
Dallas is the third-largest city in Texas and the ninth-largest in the United States. The Dallas-Fort Worth Metroplex is the largest metropolitan area in the South and fourth-largest metropolitan area in the United States...

 KDAF
KDAF
KDAF, virtual channel 33 , is a CW-affiliated television station serving the Dallas-Fort Worth television market area. The station is licensed to Dallas and owned by the Tribune Company with its studios located off the John W. Carpenter Freeway in northwest Dallas. The station's transmitter is...

 would also change branding in 2008, from "CW 33" to "KDAF 33" and later to "The 33," before reverting back to "CW 33" in 2011. Some of these stations (including one that has always used a non-CW branding, Chicago's WGN-TV
WGN-TV
WGN-TV, virtual channel 9 , is the CW-affiliated television station in Chicago, Illinois built, signed on, and owned by the Tribune Company. WGN-TV's studios and offices are located at 2501 W...

) still employ limited branding references to the CW, either as a minor addition to their logos or as a passing verbal mention in programming promotions (e.g. "Home of The CW").

Scheduling shifts

On September 8, 2008, with the blessing of the network, Tribune-owned St. Louis affiliate KPLR-TV
KPLR-TV
KPLR-TV, channel 11, is a television station in St. Louis, Missouri. KPLR is owned by the Tribune Company, and is an affiliate of The CW Television Network. The station's studios are located in Maryland Heights, Missouri, in Northwest St. Louis County KPLR-TV, channel 11, is a television station...

, shifted their 9PM weeknight newscast to 7PM, moving the CW's prime time schedule to the 8-10PM block (Central Time Zone
Central Time zone
In North America, the Central Time Zone refers to national time zones which observe standard time by subtracting six hours from UTC , and daylight saving, or summer time by subtracting five hours...

) instead of the usual 7-9PM berth. The move had 3 intentions: to counterprogram other networks' late-prime time shows with younger-skewing CW programs, to air a newscast at a timeslot (7PM) where no local news had aired in the St. Louis market, and to move their newscast away from the higher-rated 9PM news on Fox affiliate KTVI
KTVI
KTVI, virtual channel 2, is the Fox-affiliated television station serving the St. Louis, Missouri, designated market area. The station is owned by Local TV LLC, the media arm of private equity firm Oak Hill Capital Partners, under a local marketing agreement with Tribune-owned CW affiliate KPLR...

. The news divisions of KPLR and KTVI would merge one month later as part of a local marketing agreement
Local marketing agreement
In U.S. and Canadian broadcasting, a local marketing agreement is an agreement in which one company agrees to operate a radio or television station owned by another licensee...

 between Tribune and Local TV LLC, KTVI's owner. Tribune's Denver
Denver, Colorado
The City and County of Denver is the capital and the most populous city of the U.S. state of Colorado. Denver is a consolidated city-county, located in the South Platte River Valley on the western edge of the High Plains just east of the Front Range of the Rocky Mountains...

 CW affiliate, KWGN-TV
KWGN-TV
KWGN-TV, virtual channel 2 , is a television station in Denver, Colorado, owned by the Tribune Company and affiliated with the CW Television Network...

, which is also operated by Local TV (through a LMA with KDVR
KDVR
KDVR, , is the Fox-affiliated television station serving the Denver, Colorado designated market area. The station is owned by Local TV LLC, the media arm of private equity firm Oak Hill Capital Partners, under a local marketing agreement with Tribune-owned CW affiliate KWGN . Its transmitter is...

), would make a similar move in 2009. WNOL-TV
WNOL-TV
WNOL-TV, virtual channel 38, is the CW-affiliated television station in New Orleans, Louisiana. It broadcasts on UHF digital channel 15. It is owned by Tribune Broadcasting, in a duopoly with ABC affiliate WGNO.-Digital television:...

 in New Orleans became the 3rd Tribune-owned CW affiliate to shift network programming, doing so in June 2010 after canceling their 9PM news (reruns of The Simpsons
The Simpsons
The Simpsons is an American animated sitcom created by Matt Groening for the Fox Broadcasting Company. The series is a satirical parody of a middle class American lifestyle epitomized by its family of the same name, which consists of Homer, Marge, Bart, Lisa and Maggie...

 now fill WNOL's 7-8PM slot).

Logos and marketing

At the network's first upfront presentation on May 18, 2006, the provisional blue-and-white rectangle logo that was used during the network's formation announcement in January was replaced by a green-and-white, curved-letter insignia that drew comparisons to the logo of CNN
CNN
Cable News Network is a U.S. cable news channel founded in 1980 by Ted Turner. Upon its launch, CNN was the first channel to provide 24-hour television news coverage, and the first all-news television channel in the United States...

, another company with Time Warner ownership interest.

"Free to Be"

The network's original full marketing campaign, "Free to Be", was created internally and by the Troika Design Group
Troika Design Group
Troika Design Group is a broadcast design and network branding agency based in Hollywood, CA. Troika is owned by Chuck Carey and Dan Pappalardo and specializes in design, branding and positioning for clients within the media and entertainment industries....

 brand agency. The campaign included advertisements in bus stop
Bus stop
A bus stop is a designated place where buses stop for passengers to board or leave a bus. These are normally positioned on the highway and are distinct from off-highway facilities such as bus stations. The construction of bus stops tends to reflect the level of usage...

s, on billboards
Billboard (advertising)
A billboard is a large outdoor advertising structure , typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers...

, on the Internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...

, in magazine
Magazine
Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three...

s, and on television. It contained stars of the CW shows such as Supernatural
Supernatural (TV series)
Supernatural is an American supernatural and horror television series created by Eric Kripke, which debuted on September 13, 2005 on The WB, and is now part of The CW's lineup. Starring Jared Padalecki as Sam Winchester and Jensen Ackles as Dean Winchester, the series follows the brothers as they...

, Gilmore Girls
Gilmore Girls
Gilmore Girls is an American family comedy-drama series created by Amy Sherman-Palladino, starring Lauren Graham and Alexis Bledel. On October 5, 2000, the series debuted on The WB and was cancelled in its seventh season, ending on May 15, 2007 on The CW...

, Veronica Mars
Veronica Mars
Veronica Mars is an American television series created by Rob Thomas. The series premiered on September 22, 2004, during television network UPN's final two years, and ended on May 22, 2007, after a season on UPN's successor, The CW Television Network. Veronica Mars was produced by Warner Bros...

, America's Next Top Model
America's Next Top Model
America's Next Top Model is a reality television show in which a number of women compete for the title of America's Next Top Model and a chance to start their career in the modeling industry....

, Smallville
Smallville
Smallville is the hometown of Superman in comic books published by DC Comics. While growing up in Smallville, the young Clark Kent attended Smallville High with best friends Lana Lang, Chloe Sullivan and Pete Ross...

 and One Tree Hill
One Tree Hill (TV series)
One Tree Hill is an American television drama created by Mark Schwahn, which premiered on September 23, 2003, on The WB Television Network. After its third season, The WB merged with UPN to form The CW Television Network, and, since September 27, 2006, the network has been the official broadcaster...

 with the network's signature green background. The "Free to Be" was followed by a word unique to the character, show, or scene. Such descriptives included "witty" (to describe Gilmore Girls
Gilmore Girls
Gilmore Girls is an American family comedy-drama series created by Amy Sherman-Palladino, starring Lauren Graham and Alexis Bledel. On October 5, 2000, the series debuted on The WB and was cancelled in its seventh season, ending on May 15, 2007 on The CW...

), "super" (Smallville
Smallville
Smallville is the hometown of Superman in comic books published by DC Comics. While growing up in Smallville, the young Clark Kent attended Smallville High with best friends Lana Lang, Chloe Sullivan and Pete Ross...

), "scary" (Supernatural
Supernatural (TV series)
Supernatural is an American supernatural and horror television series created by Eric Kripke, which debuted on September 13, 2005 on The WB, and is now part of The CW's lineup. Starring Jared Padalecki as Sam Winchester and Jensen Ackles as Dean Winchester, the series follows the brothers as they...

), "fierce" (America's Next Top Model
America's Next Top Model
America's Next Top Model is a reality television show in which a number of women compete for the title of America's Next Top Model and a chance to start their career in the modeling industry....

), "cool" (One Tree Hill
One Tree Hill (TV series)
One Tree Hill is an American television drama created by Mark Schwahn, which premiered on September 23, 2003, on The WB Television Network. After its third season, The WB merged with UPN to form The CW Television Network, and, since September 27, 2006, the network has been the official broadcaster...

), "funny" (Everybody Hates Chris
Everybody Hates Chris
Everybody Hates Chris is an African American television period sitcom inspired by the teenage experiences of comedian Chris Rock , while growing up in the Bedford-Stuyvesant neighborhood of Brooklyn, New York . The show is set from 1982 to 1987; however, Rock himself was a teenager during years...

), "fearless" (Veronica Mars
Veronica Mars
Veronica Mars is an American television series created by Rob Thomas. The series premiered on September 22, 2004, during television network UPN's final two years, and ended on May 22, 2007, after a season on UPN's successor, The CW Television Network. Veronica Mars was produced by Warner Bros...

), "fabulous" (Girlfriends
Girlfriends
Girlfriends is an American comedy-drama sitcom that premiered on September 11, 2000, on UPN and aired on UPN's successor network, The CW, before being cancelled in 2008...

), "family" (7th Heaven
7th Heaven
7th Heaven is an American family drama television series, created and produced by Brenda Hampton. The series premiered on August 26, 1996, on the WB, the first time that the network aired Monday night programming, and was originally broadcast from August 26, 1996 to May 13, 2007...

), "best" (One on One
One on One (TV series)
One on One is an American sitcom that aired on the now-defunct UPN from its September 3, 2001 premiere until May 15, 2006. The series stars Flex Alexander as a single sportscaster, who becomes a full-time dad when his ex-wife decides to accept a job out of the country and his teenage daughter...

 and What I Like About You
What I Like About You (TV series)
What I Like About You is an American television sitcom set mainly in New York City, following the lives of two sisters, Valerie Tyler and Holly Tyler . The series ran on The WB Television Network from September 20, 2002, to March 24, 2006, with a total of 86 episodes produced...

), and "tough" (WWE Friday Night SmackDown). The ads normally ended with one more descriptive, "together", used to unify the network and its programming with the viewer. Some additional spots were themed for other purposes without CW stars, for example "Free to be tricky" (for Halloween) and "Free to be famous" for The CW Daytime. Music used in this promotion was Fergie's "Here I Come"
Here I Come (Fergie song)
"Here I Come" is a song by hip-hop/R&B singer Fergie featuring will.i.am, produced by will.i.am for her first solo album The Dutchess...

 with altered lyrics.

"Get into It"

On August 6, 2007, The CW launched their second marketing campaign, "Get Into It", performed by the lead singer of Pussycat Dolls
Pussycat Dolls
The Pussycat Dolls are an American pop girl group and dance ensemble based in Los Angeles; currently consisting of Lauren Bennett, Vanessa Curry, Kristal "Lyndriette" Smith, Tiffany "Taz" Zavala, Kia Hampton and Paula Van Oppen. The Pussycat Dolls were founded by choreographer Robin Antin in 1995...

, Nicole Scherzinger
Nicole Scherzinger
Nicole Prescovia Elikolani Valiente Scherzinger is an American singer-songwriter, dancer, record producer, model, and actress. Scherzinger is perhaps best known for being the lead vocalist of the Pussycat Dolls....

. The original title for the song is "Puakenikeni", which is the third single from Nicole's debut album Her Name Is Nicole. A remix is now used during the commercials.

"Good Night"

On June 2008, The CW launched their Autumn 2008 marketing campaign, "Everynight will be a good night". The song in this campaign is "Goodnight Goodnight
Goodnight Goodnight (Maroon 5 song)
"Goodnight Goodnight" is a song by Maroon 5 from their second studio album It Won't Be Soon Before Long. It is the fifth single off the album and it received some airplay in Brazil and reached the top spot on the Hong Kong singles chart before its official release.It has been released as a promo CD...

" by Maroon 5
Maroon 5
Maroon 5 is an American pop rock band from Los Angeles, California. While they were in high school, lead vocalist and rhythm guitarist Adam Levine, keyboardist Jesse Carmichael, bass guitarist Mickey Madden, and drummer Ryan Dusick formed a garage band called Kara's Flowers and released one album...

.

"TV to Talk About"

The network inaugurated this tagline for the 2009–2010 season, which features the word "Talk" switching around various forms of electronic communication such as Twitter
Twitter
Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...

 messages, blogging and instant messaging
Instant messaging
Instant Messaging is a form of real-time direct text-based chatting communication in push mode between two or more people using personal computers or other devices, along with shared clients. The user's text is conveyed over a network, such as the Internet...

 before returning to "Talk" within promotional ads to encompass the network's heavily online audience. Local stations have adapted this slogan to describe their own syndicated programming and community service efforts. The campaign has continued into the 2010–2011 & 2011-2012 seasons. Additionally some portions of the network's schedule have the modified branding TV to Bing
Bing
Bing is a web search engine from Microsoft.Bing may also refer to:* An onomatopœia of a bell sound* Bing cherry, a variety of cherry* Bing , Chinese flatbread* Bing , a German company that manufactured toys and kitchen utensils...

 About, as part of a continuing sponsorship deal with Microsoft
Microsoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...

's search service
Web search engine
A web search engine is designed to search for information on the World Wide Web and FTP servers. The search results are generally presented in a list of results often referred to as SERPS, or "search engine results pages". The information may consist of web pages, images, information and other...

.

The song "TV to Talk About" was performed by Ke$ha.

"We Own the Night"

On December 13, 2010, The CW launched their new 2011 marketing campaign, "We Own the Night" with the tag line—"This year own the night."

The song "We Own the Night" is sung by Jessie and The Toy Boys
Jessie Malakouti
Jessica Eden Malakouti, professionally known as Jessie Malakouti, is an American singer-songwriter, actress and dancer. She is currently a member of Jessie and the Toy Boys and is signed to Prospect Park.-Biography:...

.

Imaging and presentation

  • The CW Television Network displays the program credits on the bottom 1/3 of the screen along with The CW Television Network logo and website address. The top 2/3 displays previews of upcoming programming from The CW, local newscasts, or other local programming.
  • Like CBS
    CBS
    CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...

    , The CW only shows the TV rating
    TV Parental Guidelines
    The TV Parental Guidelines system was first proposed on December 19, 1996 by the United States Congress, the television industry and the Federal Communications Commission , and went into effect by January 1, 1997 on most major U.S...

     icon in its original small size and at the beginning of shows only.
  • Most affiliates added their city or region to their new bugs
    Digital on-screen graphic
    A digital on-screen graphic is a watermark-like station logo that many television broadcasters overlay over a portion of the screen-area of their programs to identify the channel...

    . For example: WPSG
    WPSG
    WPSG, channel 57, is a television station in Philadelphia, Pennsylvania. WPSG is owned by the CBS Corporation and is the east coast flagship station for the CW Television Network, which is owned jointly by CBS and Time Warner...

     is "The CW Philly", WLVI-TV
    WLVI-TV
    WLVI, digital channel 41, is a television station licensed to Cambridge, Massachusetts which serves as the CW affiliate for the Boston, Massachusetts television market. WLVI is owned by Sunbeam Television, and is a sister station to WHDH, Boston's NBC affiliate. The two stations share studios at...

     was "Boston's CW" at launch but has since rebranded to "CW56" under new ownership, WUPA
    WUPA
    WUPA, channel 69, is a television station in Atlanta, Georgia. An owned and operated station of the The CW Television Network, it identifies itself as "CW 69". It is owned by CBS Corporation, which is half-owner of The CW. Founded November 10, 1980, the station is broadcast locally in...

     "CW Atlanta" at launch but has since rebranded to "CW69", KWTX
    KWTX-TV
    KWTX-TV, channel 10, is a full-power television station in Waco, Texas, serving Central Texas as a CBS affiliate. Owned by Gray Television, it airs a digital signal on VHF channel 10...

     DT 2 (Waco,TX) is now "CW Texas", and KVCW
    KVCW
    KVCW, branded as The CW Las Vegas, is the CW-affiliated television station for Las Vegas. It broadcasts a high definition digital signal on UHF channel 29 from a transmitter in Henderson, Nevada southwest of I-515/U.S. 93/U.S. 95...

     (formerly KFBT) is now "CW Las Vegas". However, some stations opted to use their channel number: WNAB
    WNAB
    WNAB, virtual channel 58 is the CW-affiliated television station in Nashville, Tennessee. It is owned by Tennessee Broadcasting, although operated by Sinclair Broadcast Group under an outsourcing agreement. It currently serves as a sister station to WZTV and WUXP-TV. It is currently branded as...

     in Nashville
    Nashville, Tennessee
    Nashville is the capital of the U.S. state of Tennessee and the county seat of Davidson County. It is located on the Cumberland River in Davidson County, in the north-central part of the state. The city is a center for the health care, publishing, banking and transportation industries, and is home...

     is "CW58" and KSTW
    KSTW
    KSTW is a television station serving the Seattle, Washington media market. It is owned by CBS Corporation, and is a part of The CW Television Network. It broadcasts its digital signal on VHF channel 11...

     in Seattle
    Seattle, Washington
    Seattle is the county seat of King County, Washington. With 608,660 residents as of the 2010 Census, Seattle is the largest city in the Northwestern United States. The Seattle metropolitan area of about 3.4 million inhabitants is the 15th largest metropolitan area in the country...

     are now "CW11". Some stations will still use the call sign in either the station logo, on-air identification or both. Some examples include WNLO
    WNLO
    WNLO is the CW-affiliated television station for Western New York licensed to Buffalo. It broadcasts a high definition digital signal on UHF channel 32 from a transmitter on the eastern side of Grand Island. The station can also be seen on Time Warner Cable channel 11 and Verizon FiOS channel 23...

     in Buffalo, New York
    Buffalo, New York
    Buffalo is the second most populous city in the state of New York, after New York City. Located in Western New York on the eastern shores of Lake Erie and at the head of the Niagara River across from Fort Erie, Ontario, Buffalo is the seat of Erie County and the principal city of the...

    , WWHO
    WWHO
    WWHO is the Columbus, Ohio television affiliate for The CW Television Network. The station is licensed to Chillicothe, though it operates out of a facility in Columbus with its transmitter located in Williamsport, halfway between Columbus and Chillicothe...

     in Columbus, Ohio
    Columbus, Ohio
    Columbus is the capital of and the largest city in the U.S. state of Ohio. The broader metropolitan area encompasses several counties and is the third largest in Ohio behind those of Cleveland and Cincinnati. Columbus is the third largest city in the American Midwest, and the fifteenth largest city...

    , and WBNX in Cleveland
    Cleveland, Ohio
    Cleveland is a city in the U.S. state of Ohio and is the county seat of Cuyahoga County, the most populous county in the state. The city is located in northeastern Ohio on the southern shore of Lake Erie, approximately west of the Pennsylvania border...

    . In Omaha, Nebraska
    Omaha, Nebraska
    Omaha is the largest city in the state of Nebraska, United States, and is the county seat of Douglas County. It is located in the Midwestern United States on the Missouri River, about 20 miles north of the mouth of the Platte River...

    , KXVO
    KXVO
    KXVO digital channel 38 is the The CW affiliated television station in Omaha, Nebraska. The station is owned by Mitts Telecasting Company and operated by Titan TV Broadcast Group through a local marketing agreement. KXVO shares operations and studios with another Titan-owned station, Fox affiliate...

     uses "CW15" and "Omaha's CW". In Honolulu, Hawaii
    Honolulu, Hawaii
    Honolulu is the capital and the most populous city of the U.S. state of Hawaii. Honolulu is the southernmost major U.S. city. Although the name "Honolulu" refers to the urban area on the southeastern shore of the island of Oahu, the city and county government are consolidated as the City and...

    , KHON-DT2
    KHON-TV
    KHON-TV is a Fox-affiliated television station in Honolulu, Hawaii. The station broadcasts on virtual channel 2.In addition to its Honolulu broadcast facilities, KHON has relays on all the major Hawaiian Islands to rebroadcast programs outside of metropolitan Honolulu: KHAW-TV in Hilo; KAII-TV in...

     is branded as "Hawaii's CW 93" (the "93" refers to the subchannel's cable channel position). The branding once used by WKRC-DT2
    WKRC-TV
    WKRC-TV is the CBS-affiliated television station for the Tri-State area of Southern Ohio, Northern Kentucky, and Southeastern Indiana that is licensed to Cincinnati. It broadcasts a high definition digital signal on VHF channel 12 from a transmitter at its studios on Highland Avenue in the Mount...

     in Cincinnati, Ohio
    Cincinnati, Ohio
    Cincinnati is a city in the U.S. state of Ohio. Cincinnati is the county seat of Hamilton County. Settled in 1788, the city is located to north of the Ohio River at the Ohio-Kentucky border, near Indiana. The population within city limits is 296,943 according to the 2010 census, making it Ohio's...

     was "CinCW", a portmanteau with "Cincy", a common nickname for the city. It now brands as "The CW Cincinnati".


With the exceptions of XETV
XETV
XETV is a television station licensed to Tijuana, Baja California, Mexico, serving as the CW Television Network affiliate for the San Diego, California area across the international border in the United States...

 in San Diego, WFNA in Mobile, and WXCW in Fort Meyers, all non-Tribune affiliates brand their stations using a version of the network logo.

Multimedia

  • From time to time, The CW airs short programming breaks called "Content Wraps"—a play on the network's name, to advertise one company's product during an entire commercial break.
  • CW Now
    CW Now
    CW Now is a news magazine series which premiered on The CW on September 23, 2007. It was a brand extension of the syndicated Telepictures news magazine Extra, and features anchors and correspondents from that show...

     was inspired in part by the success of the Content Wraps as it was intended to be a series with product placement. The series was cancelled after 23 episodes.
  • For the network's Tuesday schedule for the 2006–07, the network made an agreement with American Eagle Outfitters
    American Eagle Outfitters
    American Eagle Outfitters is an American clothing and accessories retailer based in Pittsburgh, Pennsylvania. It was founded in 1977 by Mark and Jerry Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman's Menswear...

     to have their aerie clothing line tie in with that night's programming as part of the Content Wrap concept, which included subjects in the commercials commenting on plot points in each of the shows. The agreement was cut down to regular advertising in February 2007 after a fan backlash by viewers of both shows and general criticism of the campaign.
  • On January 14, 2007, The CW began streaming full-length episodes of several programs on line.
  • On December 15, 2006, CBS Corporation
    CBS Corporation
    CBS Corporation is an American media conglomerate focused on commercial broadcasting, publishing, billboards and television production, with most of its operations in the United States. The President and CEO of the company is Leslie Moonves. Sumner Redstone, owner of National Amusements, is CBS's...

     revived its record label, CBS Records
    CBS Records
    CBS Records is a record label founded by CBS Corporation in 2006 to take advantage of music from its entertainment properties owned by CBS Television Studios. The initial label roster consisted of only three artists; rock band Señor Happy and singer/songwriters Will Dailey and P.J...

    , whose artists' music will be available to programs on The CW.
  • The network has two iTunes App Store applications, not counting Hulu
    Hulu
    Hulu is a website and over-the-top subscription service offering ad-supported on-demand streaming video of TV shows, movies, webisodes and other new media, trailers, clips, and behind-the-scenes footage from NBC, Fox, ABC, and Obstacle on October 20th 2011 Nickelodeon and CBS and many other...

    's streaming of CW programming over their application; the CWTV app is a more traditional television network application featuring the network's programming, which can be streamed over 3G and WiFi networks, while a separate first-person shooter
    First-person shooter
    First-person shooter is a video game genre that centers the gameplay on gun and projectile weapon-based combat through first-person perspective; i.e., the player experiences the action through the eyes of a protagonist. Generally speaking, the first-person shooter shares common traits with other...

     app called Nikita Spy Training Module is used to promote the series of the same name
    Nikita (2010 TV series)
    Nikita is an American television drama that has aired on The CW Television Network since September 9, 2010 in the United States. Based on the French film Nikita , the remake Point of No Return , and a previous series La Femme Nikita , the series focuses on Nikita , a woman who escaped from a...

    . The network's programming is also available over CBS Interactive's TV.com
    TV.com
    TV.com is a website owned by CBS Interactive. The site covers television and focuses on English-language shows made or broadcast in the United States, the United Kingdom, Canada, Australia, New Zealand, Ireland and Japan...

     app, which encompasses all of CBS's various properties. Previously, the network marketed CW City Wize, a Target
    Target Corporation
    Target Corporation, doing business as Target, is an American retailing company headquartered in Minneapolis, Minnesota. It is the second-largest discount retailer in the United States, behind Walmart. The company is ranked at number 33 on the Fortune 500 and is a component of the Standard & Poor's...

    -sponsored application highlighting businesses and video highlights of the network's Monday and Tuesday night programming in the 2009–10 season; it has since been discontinued.

The CW executive body

The executive body consists of:
  • Barry Meyer
    Barry Meyer
    Barry Meyer is an American television producer, currently Chairman and CEO of Warner Bros. Entertainment.-Early life:Born in New York City Meyer holds a bachelor’s degree from the University of Rochester and a law degree from Case Western Reserve University School of Law...

    —Chairman and Chief Executive Officer of Warner Bros. Entertainment
    Warner Bros.
    Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or simply Warner Bros. , is an American producer of film and television entertainment.One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in Burbank,...

  • Bruce Rosenblum—President of Warner Bros. Television
    Warner Bros. Television
    Warner Bros. Television is the television production arm of Warner Bros. Entertainment, itself part of Time Warner. Alongside CBS Television Studios, it serves as a television production arm of The CW Television Network , though it also produces shows for other networks, such as Shameless on...

     (oversees The CW)
  • Leslie Moonves
    Leslie Moonves
    Leslie Moonves is President and Chief Executive Officer of CBS Corporation.Moonves served as co-president and co-chief operating officer of Viacom, Inc., the predecessor to CBS Corporation, from 2004 until the company split on December 31, 2005...

    —President and Chief Executive Officer of CBS Corporation
    CBS Corporation
    CBS Corporation is an American media conglomerate focused on commercial broadcasting, publishing, billboards and television production, with most of its operations in the United States. The President and CEO of the company is Leslie Moonves. Sumner Redstone, owner of National Amusements, is CBS's...

  • Nancy Tellem
    Nancy Tellem
    Nancy Tellem currently serves as Sr. Advisor to the CEO, CBS Corp. She is most recently the President of CBS Network Television Entertainment.-Legal/TV Career:...

    —Senior Adviser, CBS Corporation
    CBS Corporation
    CBS Corporation is an American media conglomerate focused on commercial broadcasting, publishing, billboards and television production, with most of its operations in the United States. The President and CEO of the company is Leslie Moonves. Sumner Redstone, owner of National Amusements, is CBS's...

     (oversees The CW)
  • Mark Pedowitz
    Mark Pedowitz
    Mark Pedowitz is the current President of The CW Television Network. He replaced Dawn Ostroff in 2011, who has been the Head of Entertainment since the networks inception in 2006...

    —President of The CW
  • John Matta—Chief Operating Officer of The CW
  • Thom Sherman—Vice President of Development
  • Rick Haskins—Executive Vice President of Marketing
  • Rob Tuck—Executive Vice President for National Ad Sales

Programming

The CW Network airs a 10-hour primetime lineup Monday through Friday nights from 8:00–10:00 p.m. ET. Outside of prime time, the network airs a Monday–Friday afternoon block
The CW Daytime
The CW Daytime is an afternoon programming block broadcast by The CW Television Network. It was formerly known as Daytime WB, which aired on the defunct The WB Television Network.-History:...

 from 3:00–5:00 p.m. ET and a five-hour Saturday morning animation block. Altogether, the network programs 25 hours per week over six days.

From April 2009 to March 2011, KTKB-LP
KTKB-LP
KTKB-LD, channel 26, was a CW affiliate based in Hagåtña, Guam. The station was owned by KM Communications, but was operated by Marianas Media under a local marketing agreement. The station branded itself as CW 4 Guam, as the station was carried on channel 4 on MCV Broadband and GTA's GUdTV....

 in Hagåtña, Guam
Hagåtña, Guam
Hagåtña , formerly English Agana and in Spanish Agaña, is the capital of the United States island territory of Guam. It is the island's second smallest village in both area and population. From the 18th through mid 20th century, it was Guam's population center...

 aired the CW schedule on a Tuesday through Monday pattern because of Guam
Guam
Guam is an organized, unincorporated territory of the United States located in the western Pacific Ocean. It is one of five U.S. territories with an established civilian government. Guam is listed as one of 16 Non-Self-Governing Territories by the Special Committee on Decolonization of the United...

 being a day ahead of the United States mainland.

Children's programming

On January 24, 2006, The WB, Kids' WB
Kids' WB
Kids' WB! was Warner Bros. American childrens programing division brand for The WB Television Network. In September 2006, the block moved to The CW Television Network. The CW is the result of The WB's merger with UPN in 2006...

's original broadcaster, announced they would merge with UPN to form The CW Television Network. The combined network utilized The WB's scheduling practices and brought the Kids' WB block, still run by Warner Bros. Television
Warner Bros. Television
Warner Bros. Television is the television production arm of Warner Bros. Entertainment, itself part of Time Warner. Alongside CBS Television Studios, it serves as a television production arm of The CW Television Network , though it also produces shows for other networks, such as Shameless on...

, and still maintaining its name, to the new lineup.

On October 2, 2007, the network announced that due to a joint decision between Warner Bros.
Warner Bros.
Warner Bros. Entertainment, Inc., also known as Warner Bros. Pictures or simply Warner Bros. , is an American producer of film and television entertainment.One of the major film studios, it is a subsidiary of Time Warner, with its headquarters in Burbank,...

 and CBS
CBS Corporation
CBS Corporation is an American media conglomerate focused on commercial broadcasting, publishing, billboards and television production, with most of its operations in the United States. The President and CEO of the company is Leslie Moonves. Sumner Redstone, owner of National Amusements, is CBS's...

 (parent companies of The CW), it would suspend the Kids' WB programming block due to the effects of children's advertising limits and cable competition, and sell the programming time to 4Kids Entertainment
4Kids Entertainment
4Kids Entertainment is an American film and television production company in bankruptcy since April 2011. It is known for English-dubbing Japanese anime and specializing in the acquisition, production and licensing of children's entertainment around the United States...

. Kids' WB ended broadcasting operations on May 17, 2008.

4Kids launched The CW4Kids
The CW4Kids
The CW4Kids is a Saturday morning cartoon block on The CW Television Network that premiered on May 24, 2008 in the place of Kids' WB...

 block in place of the Kids' WB block on May 24, 2008. The lineup for the block consists of 4Kids produced shows such as Chaotic
Chaotic (TV series)
Chaotic is an American-Canadian animated fantasy television series produced by 4Kids Entertainment and animated by Bardel Entertainment. It is based on the Danish trading card game of the same name. Much of the plot is based on the original storyline of the Danish trading card game.-Premise:Chaotic...

 as well as new seasons of Yu-Gi-Oh!
Yu-Gi-Oh!
is a Japanese manga created by Kazuki Takahashi. It has produced a franchise that includes multiple anime shows, a trading card game and numerous video games...

 and Teenage Mutant Ninja Turtles
Teenage Mutant Ninja Turtles (2003 TV series)
Teenage Mutant Ninja Turtles is an American animated series, mainly set in New York City. It first aired on February 8, 2003 and ended on November 21, 2009...

.

On April 27, 2010, 4Kids announced it would rename the block as Toonzai in September 2010. 4Kids also indicated that it will retain Yu-Gi-Oh! and Sonic X
Sonic X
is an anime series based on the Sonic the Hedgehog video game series. It was produced in Japan by TMS Entertainment with the partnership of Sega and was created by Sonic Team and Sonic Project. In the United States, 4Kids currently owns and manages copyright and branding of the series.- Series 1 ...

 in its lineup.

The CW HD

The CW broadcasts all of their dramas in high definition
High-definition television
High-definition television is video that has resolution substantially higher than that of traditional television systems . HDTV has one or two million pixels per frame, roughly five times that of SD...

, while the network's reality series, daytime and children's programming are still in standard definition. The network is available in HD on most of their full-power affiliates, while availability on those affiliates with subchannel or cable-exclusive affiliations varies by market; in some of these cases a standard definition signal is only available terrestrially, while the station offers an exclusive high definition feed to cable and satellite operators.

External links

The source of this article is wikipedia, the free encyclopedia.  The text of this article is licensed under the GFDL.
 
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