Entertainment Chief Lays Out Challenges Facing ‘Probably the Last Broadcast Network That Will Ever Be Built’–And Why Its Struggles Could Serve as a Blueprint for Network TV

Sep 9, 2010  •  Post A Comment

On the eve of its fifth season and still unprofitable, her network "is probably the last broadcast network that will ever be built," Dawn Ostroff, entertainment president for the youth-focused network CW, tells the Los Angeles Times.

"The marketplace is cluttered and we are in the middle of a digital revolution," Ostroff says. As for the debut of the CW, "People who used to watch the WB on a certain channel had to change the channel to watch their shows. The UPN people … had to find their shows on different channels. It was a very big undertaking, much larger than what everybody realized."

Ostroff says that the network’s youthful audience acts like "the canary in the coal mine" by "showing us what the future is." The network doesn’t place its content on Hulu, and this year plans to insert more commercials in its own online episodes, which could add a "significant" amount of revenue. The network has also created a measurement system for tracking its online audience demographics, Ostroff says.


  1. This “network” should operate as a cable if is ever going to be profitable. This will never happen targeting a youthful demographic largely raised in an online world.

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