The CW airs its prime time programming for only two hours on Sunday through Friday evenings, compared to the three hours on Monday through Saturdays and four hours on Sunday nights programmed by the three longest-established networks, ABC, CBS, and NBC. The CW's first two nights of programming – on September 18 and 19, 2006 – consisted of reruns and launch-related specials. With CBS beginning to use 16:9 framing for all of their graphics on September 24, 2018, The CW was the last major network that continued to use 4:3 framing for all graphics, before switching to 16:9 framing for all of their graphics in August 2020. Unlike the other major networks, The CW distributes its programming in small and certain mid-sized markets throughout the United States (generally those ranked among the bottom 110 Nielsen media markets) through The CW Plus, a separate national feed that is carried on a mixture of full-power and low-power stations in some markets, and cable-only outlets and digital subchannel affiliations on major network stations in markets that do not have enough commercial stations to support a standalone CW affiliate (several of The CW Plus's digital subchannel outlets originally operated as cable-only affiliates at the network's launch). [6] The network's name is an abbreviation derived from the first letters of the names of its two parent corporations (CBS and Warner Media.). The CW currently provides 20 hours of regularly scheduled network programming each week, over the course of seven days. However, on July 2, 2008, XETV announced that it would join The CW on August 1 (the same day that KSWB became a Fox affiliate) and rebrand as "San Diego 6". Executives were on record as preferring the "strongest" stations among The WB and UPN's existing affiliates. As evidence of the network's refocusing toward a broader audience, Arrow not only premiered to some of the highest viewership totals in the network's history (the third-highest overall as of 2015[update], behind the series premieres of The Vampire Diaries and The Flash), but it also gave the network its strongest performance in the demographic of males 18–34 since Smallville ended its run in May 2011. [82] On April 21, 2007, KCWQ-LP made its broadcast debut on channel 5 on Time Warner Cable in the Palm Springs area.[83]. On the day of the network launch announcement, The CW immediately announced it had reached ten-year affiliation agreements with Tribune Broadcasting and CBS Television Stations. As part of the deal, Tribune's Chicago flagship WGN-TV would leave the network and revert to being an independent station after nearly 21 years of being affiliated with The CW and its predecessor network, The WB. This led to speculation within the industry (including a May 16, 2008 article in The Wall Street Journal[11]) that CBS, Time Warner or both companies might abandon the venture if ratings did not improve. [67][68][69] Counting only conventional CW affiliates and over-the-air affiliates of The CW Plus, the network has an estimated combined national reach of 100% of all households in the United States (or 330,866,316 Americans with at least one television set); this makes The CW the largest U.S. broadcast network by population reach percentage. Rather, it was one new network launching at the same time that two others shut down, although it did assume certain programming content, operations, and management from its predecessors. [48] 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.[49]. CW is not listed in the Washington Post TV guide. Many affiliates also carry telecasts of basketball, football and in some cases, other collegiate sporting events (such as baseball or hockey) that are produced by syndicators such as American Sports Network and Raycom Sports, while a few carry games from local teams of major professional sports leagues such as Major League Baseball and the NBA. CBS and Time Warner hoped that combining their networks' schedules and affiliate lineups would strengthen The CW into a fifth "major" broadcast network. Tribune Company president and CEO Peter Liguori said in a May 2014 discussion at the MoffettNathanson Media & Communications Summit that he was "not pleased with where the CW is [in regards to its ratings performance]," stating that the network "should not program to [young] people who don't watch [conventional] television." WISH-TV in Indianapolis, as it had during its CBS affiliation, continues to brand solely with its channel number and calls as "WISH-TV 8", with "The CW" appended where appropriate, usually only in print and radio advertising. [60], On June 5, 2014, The CW announced an agreement with Litton Entertainment to program a block of live-action series designed to comply with the FCC's educational programming guidelines. Liguori said in a statement, "We are very encouraged by the recent uptick in The CW['s] ratings and the positive critical response to the new primetime lineup. In addition, CW Seed hosts various library programming from co-owners CBS and Warner Bros. On January 8, 2020, CW Seed acquired U.S. streaming rights to 14 series from BBC Studios. [9] The network currently runs programming seven days a week: airing Mondays through Fridays in the afternoon (The CW Daytime) and Sundays through Fridays in prime time, along with a Saturday morning live-action educational programming block produced by Litton Entertainment called One Magnificent Morning, which is the successor to the animation block Vortexx. On February 20, 2012, Roberts Broadcasting announced that it was exploring the possibility of selling one or all four of its television stations in order to raise enough cash to pay off its creditors. On May 29, 2008, Yakima, Washington affiliate KCWK (which served the south-central portion of that state) shut down and the station's offices were closed, leaving that area without locally based CW programming and forcing pay television providers to carry Los Angeles affiliate KTLA in order to provide the network's programming to their subscribers. Because of these factors, The CW's affiliates handle the responsibility of programming non-network time periods, with the majority of its stations filling those slots mainly with syndicated programming. Original web series produced by CW Seed includes Stupid Hype, I Ship It, How to Be a Vampire, JoJoHead, Prom Queen, Husbands, the Arrowverse series Vixen and Freedom Fighters: The Ray, and Constantine: City of Demons. On May 9, 2008, The CW announced that it would lease its Sunday lineup (then running from 5:00 to 10:00 p.m. Eastern and Pacific Time)[23][24] to production company Media Rights Capital (MRC). The CW launched with a premiere special / launch party from the CBS Paramount-produced Entertainment Tonight at Warner Bros. Studios in Burbank, California on September 18, 2006, after a repeat of the tenth-season finale of 7th Heaven;[18] the same schedule was repeated on September 19, with the sixth-season finale of Gilmore Girls airing in the second hour of prime time. He's part of our team. The CW formerly aired short segments during commercial breaks within certain episodes of its programs known as "Content Wraps" – a play on the network's name – in order to advertise one company's product during part or the entirety of a commercial break, a concept since classified under the term of native advertising. In markets like Charleston, South Carolina; El Paso, Texas; Honolulu, Hawaii; Palm Springs, California; Beaumont; Waco and Corpus Christi, Texas, where The CW is broadcast on a digital subchannel of one of the market's major network affiliates, there were unsuccessful attempts in getting Time Warner Cable to carry the subchannel affiliates[80] (CW co-parent Time Warner had owned Time Warner Cable until it spun off the provider into a separate company in 2009).
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