This is no way to build a media brand. The CW has farmed out its Sunday night to Media Rights Capital, and this is the line-up. I’m sympathetic with the challenges of programming a second-tier broadcast net against Sunday night football, whatever HBO’s top gun is in any given season, and Desperate Housewives. But the CW has been making some progress — if not a lot of Nielsen ratings points — towards establishing itself as a network for young females that is very open to branded entertainment opportunities. (Yes, I mean product placement and sponsorship. Folks, that’s a good thing.) But this:
- The series all target a slightly older adults 18-49 aud than the rest of CW’s sked — in response to a request made by Tribune, which owns the CW’s major market affils and is looking for better late-news lead-ins. And because it’s going up against “Sunday Night Football” in the fall, the shows all come with a slight female bent.
…sounds weak, old-fashioned (late night news lead-in???) and, worse, off-brand.