The CW Gets a New President

Apr 29, 2011  •  Post A Comment

The CW has a new president.

It’s Mark Pedowitz, who, as TVWeek previously reported in March, was the frontrunner for the job.

As reported by our friend James Hibberd at EW.com, "Dawn Ostroff, will step down next month and will be replaced by former ABC Studios chief Mark Pedowitz, who helped develop hits like "Lost," "Desperate Housewives," "Grey’s Anatomy," "Ugly Betty," "Scrubs," "Army Wives," "Ghost Whisperer" and "Criminal Minds."

Adds Hibberd, "The network has seemed to have a tough time figuring itself out — is it the female soap network? The supernatural genre network? And then there’s ‘Top Model,’ its only reality hit. Its target demo clearly loves reality shows — just look at MTV — but the network has never found another show that it was able to successfully pair with ‘Top Model’ on Wednesday nights.

Another friend, Joe Flint of the Los Angeles Times’ Company Town blog, wrote, "Compared with other broadcast networks, the CW has a relatively small audience. This season, it is averaging about 2 million viewers in prime time, which is flat with last season. Among adults 18-34, its prime audience has fallen 11% this season to 675,000. The CW only programs 10 hours a week and does not offer any shows on the weekend.The CW often counters that its ratings don’t take into account the amount of viewing done online. The network is very aggressive when it comes to putting its content on digital platforms."

Flint added, "In an interview, Pedowitz said he did not plan to radically overhaul the CW’s programming strategy. He hinted that he might try to broaden its appeal slightly within its core demographic. "I’m not going to upset the apple cart," he said. Even though Pedowitz is joining the CW after it has ordered pilots for next season, he said he will be involved in the schedule process and in the presentation of the new lineup to advertisers in New York in mid-May. Ostroff will handle much of the heavy lifting for the next few weeks."

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