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Ten Questions for The CW Boss Dawn Ostroff

Sep 7, 2008  •  Post A Comment

That giant whooshing noise heard by residents of Burbank, Calif., last week was the sound of the entire staff of The CW exhaling.
After another painful summer filled with barely-on-the-radar ratings and rumblings about the future, the first week of September produced some pretty good news for the folks at the 3-year-old network born from the ashes of The WB and UPN.

Dawn Ostroff

Dawn Ostroff

First, its cultural phenom “Gossip Girl” returned to near-record ratings. Then the super-hyped “90210” delivered network-best numbers for a scripted series. And while the Sept. 3 return of “America’s Next Top Model” didn’t wow, it did OK, given some strong unscripted competition.
At the center of the action: Dawn Ostroff, president of entertainment for the CW. While her network has done a good job of developing buzzworthy shows, from “Gossip Girl” and “90210” to “Aliens in America” and “Reaper,” translating hype into ratings has proven a tougher task.
Are the numbers for “90210” good enough to turn The CW around? Why didn’t the network pick up the CBS cult fave “Moonlight?” And are any more remakes of classic shows in the works?
Ms. Ostroff took a few minutes out of her busy week to answer 10 e-mailed questions from TelevisionWeek’s Josef Adalian.
TVWeek: Your parent companies gave The CW a nice vote of confidence the other day. Given all the media noise about the future of the network, that had to be nice.
Ms. Ostroff: CBS Corp. and Warner Bros. have been very supportive of The CW, our brand and our strategy from day one. Both companies completely understand what a Herculean task it is to start a brand-new network, especially in today’s media environment. That said, I know that everyone here, who have put their heart and soul into building The CW, really appreciated hearing that Leslie [Moonves], Barry [Meyer], Nancy [Tellem] and Bruce [Rosenblum] share their dedication to making this network a success.
TVWeek: Let’s talk Zip. What’s your reaction to the premiere ratings? And what sort of numbers are you looking for with “90210”? What would you like to accomplish in the time period?
Ms. Ostroff: Obviously, we’re really happy that “90210” opened on Tuesday as our highest series premiere ever. We’re still a very young network, and right now, our focus is building a schedule show by show and night by night. Truly, our primary goal each season is to develop shows that fit with The CW’s brand identity, connect with our core female viewers and help create audience flow across the week. And “90210” accomplished each of those perfectly.
TVWeek: Last year, “Gossip Girl” and “Aliens in America” were among the most buzzed-about shows pre-season. Ratings didn’t match the buzz. Do you worry that Nielsen isn’t adequately measuring your target audience?
Ms. Ostroff: Absolutely. We’re thrilled that the second season of “Gossip Girl” just premiered with its highest-rated episode ever, but you truly have to wonder if there are more viewers out there that aren’t being counted. As digital platforms continue to expand and online streaming, downloads, DVRs become more and more popular, we know that our young tech-savvy audience get their entertainment in many different ways. And I certainly believe that the measurement system in place doesn’t accurately count every viewer who watches our shows. Just look at “Gossip Girl.” The show has become a true phenomenon impacting culture, fashion and media, and its influence on the retail marketplace is unheard of for a television show. And yet, we don’t believe that impact is fully reflected in the ratings. Now more than ever, we all need every viewer to count.
TVWeek: You just lost your head of reality to CBS. Given how crucial unscripted is to your audience, what are your plans for the genre? Who will run the department?

Ms. Ostroff
: We have a lot of reality in development, and reality will continue to be a major player on The CW schedule. We’re currently searching for a new head of reality.

TVWeek
: There had been talk that The CW would have a decent amount of original programming in the summer, but once again, the network basically went dark for several months. Why?

Ms. Ostroff
: With productions interrupted and the development cycle shortened due to the writers strike last season, we really decided to focus our energy on the fall rather than summer. We wanted our new and returning shows in perfect shape for launch. And despite not airing much summer programming, we strategically scheduled several of our premieres during the first week of September so we could be clear of the competitive clutter of the traditional fall launch, and seeing the strong performances of “Gossip Girl,” “One Tree Hill,” “90210” and “Top Model,” that strategy paid off. That said, we don’t intend on “going dark” for three months next year, so we’re already planning on having a lot more original programming next summer.
TVWeek: You tried to go after the “7th Heaven” audience last year with “Life Is Wild.” It didn’t work. But do you think there’s room for more family-focused shows on The CW?
Ms. Ostroff: Family actually plays a big part in almost all of our scripted shows. Our dramas like “Gossip Girl,” “90210,” “One Tree Hill” and “Privileged” each have characters that span generations, from teenagers, young adults, parents, even grandparents—they all have significant roles and storylines that play out through the season. “Everybody Hates Chris” is the perfect example where family has always been at the center of every storyline. So while we may not have what’s considered “traditional” family dramas, we do focus a lot on family—we just do it in our own unique style.
TVWeek: “Supernatural” and “Smallville” are solid players for you, and point out how well sci-fi does with your audience. Did you seriously consider picking up “Moonlight”? Is the genre a priority?

Ms. Ostroff
: We look at all genres during development. Right now, in terms of new programming, we’re very focused on building The CW’s brand as a destination for young women. If a sci-fi/fantasy show came along that was really well done and would appeal to our young women demo, then we’d certainly consider it.
TVWeek: Would you like to work things out with Tori Spelling?
Ms. Ostroff: The situation with Tori this summer was simply a matter of timing—that’s it. We’d love to have Tori and any of the original cast members to appear on [“90210”], but it’s important that their role be organic to the storylines of our series.
TVWeek: If you could remake any other TV show next season—money and rights weren’t issues—what would it be?
Ms. Ostroff: To fit our brand, we’d probably look at remaking other iconic shows, like “90120,” that had a strong impact on young women in years past, anything from “Melrose Place,” “Dawson’s Creek,” “Ally McBeal” or “Felicity.”
TVWeek: Brenda? Kelly? Donna? Which one is most like Dawn?
Ms. Ostroff: This sounds like a loaded question. It’s really hard to say, so I’m going to go with a little of all three, though it probably depends on who you ask. I think one of the things that was great about the original show was that the fans could identify with one or several of the characters, and hopefully fans of the new “90210” will have the same connection with these new characters.

189 Comments

  1. If a sci-fi/fantasy show came along that was really well done and would appeal to our young women demo, then we’d certainly consider it.
    Um, correct me if I’m wrong but doesn’t Moonlight fall into this category? It won the demo for it’s timeslot every time and, judging by the online fanbase, it appealed to a large female audience that ranged in age from 4 to 84.
    My suitemates I are huge Moonlight fans and, since we’re all under the age of 22, I’d say we fall into that ‘young women’ category. So I have to wonder at Ms. Ostroff’s reasoning for not picking it up. Of course, maybe this flawed logic is also the reason I haven’t turned on the CW since the first season of One Tree Hill.

  2. What the hell about Reaper?

  3. Sickening spin and there’s no point to this interview other a reminder of WHY it’s good to hate the bigwigs. That whole thing about ‘90210’ and GG being “family” just because it “spans generations”, is a NON-answer LIE to the failure to carry the torch from ‘7th Heaven’ to that safari show is just laughable and PROOF they’re stonewalling on their confidence in this wannabe “netlet” (not even a netlet; The WB and UP were at least netlets!). Thank goodness for the smart people at Tribune to scrub the CW identity off its stations as an early preparations for the end of something flawed and ugly and a new beginning for at least survival, and perhaps thriving. Why in the hell should The CW get the prime real estate right next to call letters and station numbers??? WORK for it and maybe THEN you’ll to cohabit wit them.

  4. Except for Smallville and Supernatural, most of CW’s programming appears to be about immoral teenagers. I don’t see how that is family viewing at all or interesting to anyone that has left high school. Don’t get too confident about premier numbers, Ms. Ostroff. People may tune in out of curiousity the first time, but don’t expect to keep them when better shows return later this month.

  5. Hey CW, What about bringing back Dance Party USA?
    DANCE PARTY USA turned USA Network’s Sales Department into order takers for dream six years, and it was USA’s most cost-efficient show.
    DANCE PARTY USA holds the record for the number of first run programs by the USA Network. In prime time, it scored a “1.6” rating for the quarter and averaged a “1” cable rating.
    In 1990, DANCE PARTY USA’s Demographic Breakdown was the following: Total teenage viewers of TV households in United States: Male 51%, Female 49%, DANCE PARTY USA teen viewers per viewing household: Male (12-17) .07 or 34,000 teen viewers, Female (12-17) .21 or 102,000 teen viewers
    DANCE PARTY USA’s national reach and frequency for 12 week buy: Teens (12-17), Gross Rating Points – 49.7, Reach 11.8, Frequency 4.2, Total Teens 2,330,500.
    DANCE PARTY USA’s demographic breakdown (1989) continued to increase during a period of dwindling young adult demographics: Total Women 18+ 37.7%; Total Men 18+, 27.4%; Total Teens 19.5%; Kids 2-11, 15.4%; Women 18-49, 19.3%; Women 25-54, 21.4%; Total Men 18+, 4%; Total Tweens & Teens 34.9%. 66% of DANCE PARTY USA’s viewers were young adults aged 9 to 19 and 75% of that audience were women.
    According to Neilsen, in the 5:00 to 6:00 pm time frame, MTV’s ratings remained constant while DANCE PARTY USA’s grew within the hour by almost 25% against a similar show named Club MTV.
    DANCE PARTY USA (Monday through Friday) received a “1” cable rating which at that time equated to 402,000 households, making it, at that time, the “highest delivering” of any teen dance show on the air.

  6. Young women? Are my granddaughters age 10, 15, 16, and 20 young enough? All are passionate Moonlight fans. Do they really not know that all those Twilight fans are going to walk out of that theater in November looking for MORE vampire/mortal love story? One that their parents can allow them to watch? CW doesn’t realize that one of the stars of Moonlight is their own Jason Dohring who CW fans adored in Veronica Mars? Wake up people.

  7. What kind of interview is this? The interviewer is putting a lot of words and phrases out there for Dawn to spring off of. Do they think she’s too dense to address these issues without prompting? Yes. The following questions in italics prove my point:
    Last year, “Gossip Girl” and “Aliens in America” were among the most buzzed-about shows pre-season. Ratings didn’t match the buzz. Do you worry that Nielsen isn’t adequately measuring your target audience?
    Here the interviewer asks the question and then provides an excuse/answer for Dawn to use.
    Last year, “Gossip Girl” and “Aliens in America” were among the most buzzed-about shows pre-season. Ratings didn’t match the buzz. Do you worry that Nielsen isn’t adequately measuring your target audience?
    If you take the following interviewer statement logically instead of the way he meant it, what a gem of truth it is!
    You just lost your head of reality to CBS.
    Dawn’s lost her head, all right, and her sense of reality.
    We have a lot of reality in development, and reality will continue to be a major player on The CW schedule. We’re currently searching for a new head of reality.
    She needs to pull her own head out of her nether regions first.
    You tried to go after the “7th Heaven” audience last year with “Life Is Wild.” It didn’t work. But do you think there’s room for more family-focused shows on The CW?
    Her answer:Family actually plays a big part in almost all of our scripted shows.
    What the hell is she smoking? The biggest family drama she’s got is smoking hot under her nose, and she doesn’t even mention it by name. And it focuses on real family dramatic issues like love and loyalty and sacrifice and having a purpose and doing good — not on which immature teens screwed whom and what they were wearing when they did it.
    If a sci-fi/fantasy show came along you mean like SUPERNATURAL? [/i] that was really well done[/i] you mean like SUPERNATURAL? and would appeal to our young women demo you mean like SUPERNATURAL?, then we’d certainly consider it. you mean by ignoring it in interviews and cutting its budget and trying to interfere with its creative staff and refusing to promote it, like she does with SUPERNATURAL? And get real: the reason she didn’t want MOONLIGHT was because she couldn’t take credit for developing it. It was somebody else’s castoff, and just like a true prima-donna Gossip Girl with her nose in the air, she doesn’t want a hand-me-down, no matter how good it might be.
    Seriously, did Eric Kripke piss this woman off somehow? Did she try to pinch Jensen or Jared’s rear and get her hand slapped away? Did she get stood up on prom night and can’t move past the teen years? WHAT is her problem, and WHAT can she possibly be doing to or for her bosses to remain in her chair?
    Tell you what, Miss O: After Supernatural premieres, with absolutely no promotion or help from you, let’s compare its ratings numbers with 90210 or GG, and then tell us what percentage (that’s a ratio, by the way) of your advertising dollars you spent on each? Then show those numbers to your boss and have a dictionary ready to look up the meaning of “upside down.”

  8. Moonlight was one of the best shows for woman. Is anyone going to pick that show up for this season? I really wat to see what happens,they just cut it out right in the middle of the season.please being it back

  9. TVWeek: “Supernatural” and “Smallville” are solid players for you, and point out how well sci-fi does with your audience. Did you seriously consider picking up “Moonlight”? Is the genre a priority?
    Ms. Ostroff: We look at all genres during development. Right now, in terms of new programming, we’re very focused on building The CW’s brand as a destination for young women. If a sci-fi/fantasy show came along that was really well done and would appeal to our young women demo, then we’d certainly consider it.
    —Supernatural is the ONLY thing I watch on that network… and last time I checked I’m a young woman. Let me put it bluntly… if the young women she is talking about aren’t interested in Supernatural… they ain’t gonna be interested in any other scifi/fantasy shows.
    I don’t hear complaining from the female fan population (which seems to be the majority and bleeding big majority at that) saying that the ‘heroes’ of the shows need to be female. Damn, if you ask me Dawn is just plain SEXIST!!

  10. More sickening spin. Dawn, enough with the “brand” and the female audience. Believe it or not, there is a bigger audience out there, and singling out one kind of viewer and demo isn’t going to do much for you in the long run.
    The WB wanted to be young and hip too, but they also had variety and had a little bit of something for everyone. The CW really doesn’t. The shows on the CW that are different(Supernatural, Reaper)don’t get the kind of attention or buzz as the same old, same old teenybopper dramas, even though SUPERNATRAUL did better than all of those.
    Dawn, you want to hit your audience of females, you want shows to flow nicely, etc. Basically, you want your network to be nothing but the same thing every single night. You are turning it into Lifetime light, a network for which you left after you sent it down in flames.

  11. If Sci-Fi appeals to young women? Where has Ms. Ostroff been hiding her head? My daughter is 13 and loves sci-fi – Supernatural, Dr. Who and Stargate-Atlantis. She also likes NCIS, Eureka, Bones and CSI. I trully doubt you’ll see any show like those on the CW where Ms. Ostroff is aiming for more of the “who’s wearing what and who’s screwing who” theme.

  12. Hello. Young woman here. Love sci-fi shows. I’ve been watching them since I was 9. And as a teenager, i’m saying that the stuff they show on Gossip Girl is way out of line. Things I see on these sci-fi shows don’t make me cringe as much as what I watch on GG.

  13. How about promoting Smallville and Supernatural for a change???
    This whole interview was about Gossip girl and 90210!Everybody’s sick of the bazillion promos for these two shows while Smallville is seriously under promoted!!!!
    Miss Ostoff is trying to make all of the cw shows about rich and teenage bimbos to ”appeal to the young girls”.So, she neglects two of the best sci-fi shows the station is having the honnor to host ,and especially smallville which is their number 1 scripted show and gives the best ratings on CW!
    Congratulations miss Ostroff, you are releasing tons of promos about your favorite shows and make millions of smallville and supernatural fans disappointed over your lowsy promotion!

  14. I have to agree with those who are stating that Ms Ostroff hasn’t got a clue. If showing teen sex, catty fights and immoral teen agers is where Ms Ostroff thinks is good family show, then she’s hit the nail on the head. Otherwise, her views are really way off. As for SciFi, a lot of girls love Sci-Fi as well as horror and other different shows that don’t focus on fashion and sex. Supernatural is a great family show, but Dawn is a bit clueless when it comes to real family drama.

  15. umm, hello Dawn! First of all, Reaper? The Game? Smallville? The Next Pussycat Doll? All target/ed men. Supernatural? the fandom IS WOMEN. So start promoting the right stuff here.
    have you ever heard the saying, putting all your eggs in one basket? you can’t continue remaking old shows, hoping to get new viewership. Gossip Girl got promoted the freaking heck out of, and it’s doing good. Start promoting your other shows that bring in a solid audience in the demographic you claim to want to bring in.
    Also, i completely agree with what’s been said about morals and family shows. Neither 90210 or Gossip Girl, or Smallville and Supernatural are appropriate for the entire family.

  16. Last time I checked I was a ‘young woman’ and I LOVE supernatural! They seriously need to start promoting it more, cos its the best one they’ve got.

  17. CW should have picked up Moonlight. It was a show that came from both CBS and WB, so I thought it was a no-brainer that it was meant for their offspring network. And this was a show that was more of a hit with the females in our house, not the men.

  18. CW? I have DirectTV and honestly wouldn’t know where to find it, though I have heard some buzz about “Gossip Girl”…
    Dawn’s spinning so hard, the only question is whether she’s aware of the truth, or not.
    In case she IS in a bubble, “90210” may have had good #’s, but when 30 out of 30 facebook friends state “gosh it sucked”, it resonates a little louder.

  19. This woman needs her head examined. How does she still have a job?
    Supernatural and Smallville both had better ratings than her beloved Gossip Girl last season despite the lack of promotion for them(especially for Supernatural). She’s been trying to kill Supernatural since the CW started, she buries it, she doesn’t promote it. Her problem is she doesn’t understand genre or the genre audience at all, including the FEMALE genre audience, which is very large. To her “good sci-fi” would be Gossip Girl in Space.
    If GG and 90210 do well it’s only because of the massive amounts of advertising and pimping that she has pushed while shoving something like Supernatural almost completely under the rug. It’s a wonder the show gets any viewers, it’s quality and loyal fans are the main reason it does.
    As for “family” programming, Supernatural is probably the most family oriented show they have. It’s central core is about the brotherhood between Dean and Sam Winchester, about coming to terms with their harsh upbringing, about having each other’s backs. And Dean and Sam seem to have far less sex than any of the teenagers on GG and 90210. In the 3 seasons already aired they have had 1 love scene each, total, so 2 loves scenes in 3 years, which I’m sure would probably make most families more comfortable watching it with their adolescents than her two darlings.
    How can she claim with a straight face they are family shows when she uses quotes from one of the family show watch groups criticizing them in her advertizing? So her idea of a family show is one where all the age groups are “getting some”?

  20. My FAMILY, all six of us, (4 girls, 2guys- oldest kid 17, youngest 11)watch Supernatural. I asked my younger two girls if they were going to watch GG or 90210. I was laughed at…neither one of them WANTED to watch those shows because, and I quote “They’re stupid.” So, if you wanted to appeal to either the “family” or the “young woman” demographic? You failed with us.

  21. A good sci-fi show? You mean like SUPERNATURAL, the best show on television with a huge and devoted female audience? The show that DO tried to bump from reruns this season and has given absolutely no promotion to during the 2 years it’s been on the CW? The show with the toughest timeslot in TV that still ranks as the second highest rated scripted drama on the CW?
    Just imagine if the CW actually promoted SUPERNATURAL! They have a blockbuster in their stable and they refuse to acknowledge it. Instead, cutting its budget and consistently ignoring its tremendous audience. I hope DO and the CW wake up to the potential of this amazing show this year.

  22. I certainly hope the CW lasts for another two years so I can get my full run of Supernatural. I hate to bash a woman who obviously has no clue, but she needs to pay attention to what the fans want.
    She is delusional to claim 90210 or GG is family fare. Far from it, they are an embarrassment to family values. Supernatural is about family and commitment, about doing the right thing, about being heroes and sacrificing your own wants and needs for the good of mankind.
    How many of those GG characters even care about their fellow man, let alone sacrifice for their welfare? Isn’t the entire show about being the most popular and putting down others?
    Supernatural has earned its viewers the hard way, with intricate scripts, riveting direction and awesome acting. Jensen Ackles and Jared Padalecki are the best young actors in Hollywood and they have them on their network and what do they do? They ignore their talent and promote fluff. When they breakout on the big screen and become major stars, Dawn will have the notoriety of being the one who ignored them and tried to bury their series.
    Supernatural will prevail regardless of the stupidity of the network because of the talents of the entire creative team and the dedication and promotion from the fans.
    Yeah, Supernatural is definitely the series that survived against unimaginable odds. Wake up, Dawn. You have two more years of Supernatural and then the best thing to ever come to your network will be gone.. and along with it a huge fanbase.
    Later, B.J.

  23. Family values? Seriously, Dawn? Using the parents’ watch group review in the promos for Gossip Girl was shameless, sleazy and desperate.
    I do agree with you that all viewers aren’t counted — so what do you figure? A 10% bump? 30%?Just remember to apply the same percentage increase to ALL your shows, OK?
    It will be interesting to see 90210 and Smallville duke it out for highest rated scripted drama this year. The Man of Steel already regularly kicks GG’s designer clad derrierre.

  24. OTH and GG are family oriented shows??? I don’t let my girls watch One Tree Hill or Gossip Girl but I do let them watch Supernatural and Smallville. OTH and GG are mindless shows about sleazy teenagers and it’s insulting for Ms. Ostroff to insist that crap like this appeals to young women as opposed to SPN and SV which are far superior and a thousand times more family oriented.

  25. I must be invisible. As a young female, those shows about who is doing who, SUCK SUCK SUCK. I am not intrested in softcore Xrated films. And they are aimed at the family? Yeah right. Supernatural is by far the best thing to ever happen to Dawn, yet she insists that it is low class because the main stars have talent and don’t have their face on all those magiznes. She’s too busy wasting money on 9021hoe and Gossip Skank.

  26. Cw really needs to promote Supernatural, cur i remember when i started watching the show 3 years ago there use to be so many promos of upcoming episodes, but done again that was when SN was on the WB. For the past 2 years the only way I have been watching the promos for Supernatural has been on the Internet. Not once have I seen a Promo for SN on TV. They should really consider more variety of ratings because some people watch Supernatural but on different channels,Not just the CW. And Im in Canada and they don’t include the ratings from other countries and channels if they were to do that, then there would be a lot higher ratings for Supernatural. CW should Promote Supernatural Because its the best show on tv. All the fans i Know haven’t missed one episode and if they have they catch up on the internet.

  27. Another young woman here…
    What is she thinking? All of my friends that I’ve suggested Supernatural to love it. (Other young women…) How do shows like Supernatural and Smallville not appeal to young women while having the best ratings on the network? Is she so pigheaded that she can’t pay attention to pure statistics? These shows are perfect for the network. There are underlying morals, family values, emotional development… Oh wait, that’s right, Sam and Dean aren’t stripping down to have sex every 10 minutes.
    Gossip Girl as a family oriented show? I’m not bashing its viewers, but it’s nowhere near family oriented. I mean, the whole show is about rich teens doing cruel things to each other in order to further their own agendas. I guess that’s what we’re teaching kids nowadays; sex and gossip will really get you places.

  28. I’ve been watching SciFi and supernatural shows since I was a child. Love them! My fave show was Moonlight! And women young and old love a romance. My family gathered around the tv every friday night to watch. Young women in that group. I think CBS and CW need to re-think Moonlight. This is the year of the vampire movies and tv shows. Look at the Stephenie Meyers books ‘Twilight’ being sold by the millions and its mostly young girls and women who are buying. Moonlight won it demo and helped CBS to win Friday nights with 8 million viewers.

  29. If a sci-fi/fantasy show came along that was really well done and would appeal to our young women demo, then we’d certainly consider it.
    This cracks me up.
    There’s already a show called SUPERNATURAL that IS well done & appeals to young demo.
    Oh, Dawn. Everytime you do an interview, you just make me love you even more!! Haha.

  30. Definitely consider Moonlight, which is a unique show with a passionate fan base and a show that people all over the world have fallen in love with. Moonlight was voted the 2008 People’s Choice Award Winner, won first place in TV Guides Axed Before It’s Time category, was on the Best TV Series of All Time list…the list goes on and on…Moonlight has 8 million plus supporting fans and consistently helped CBS win Friday nights. Loyal fans will follow Moonlight to whatever network supports it.

  31. Dawn, I guess you think that the only thing that appeals to young women is teen sex, cat fights, cheating, lying, and other horrible behavior! I am a young woman and the ONLY show I watch on your network is SUPERNATURAL. I did watch a few episodes of Gossip Girl and I am very turned off that this is what you want to make The CW’s Brand into! Supernatural is my favorite show on television and I wish you would give it the promotion that it deserves.

  32. Ok, this just sucks, whats is wrong with all you americans? Why do you cancel every show that is any good? Moonlight was great. And hello Im a young women. So don’t bring me that BS, GG and shows like that just makes me sick. And come on wh want to whats a remake of 90210? It’s never going to be the same, so the old watchers might see one episode and then leave.
    Remakes almost never works! It sounds to me that Dawn don’t have a clue. Start listining!
    GG is doing shit here in Sweden for example it’s been moved 3 times and is not even a prime time show, Moonlight on the other hand was and so is supernatrual that is now replacing GG on the network that shows them both.
    We like intelligent shows here, not some “OMG my BF broke up with me” shows. Get a grip

  33. I can’t believe an intelligent woman like Ms Ostroff would make a statement like “if a sci-fi fantasy came along…..”….It has come along and it is MOONLIGHT….loved by females everywhere who swore to follow it anywhere and will do just that. But CBS and CW just want to throw all these viewers away…we obviously don’t matter to them….so sad.

  34. I’m gonna quote a person who I admire as a writer whose fanfictions just make my jaw drop over and over again, and more than ever, use – I hope she doesn’t get mad at me – use her words to express my feeling towards this, this person (whose name I refuse to write). Gosh, I do wonder – has she ever watched SPN?? Has she ever “wasted” a few minutes of her precious time to check it out?
    I do believe that the answer to these questions is a redundant NO!!!!!!!!!!!!!
    Well lady you can have your shows, because as I’ve been reading a lot, as soon as SPN is over your rating are gonna drop, drop, drop, drop ……………………
    Now quoting one of my favorite writer’s words
    “I certainly hope the CW lasts for another two years so I can get my full run of Supernatural. I hate to bash a woman who obviously has no clue, but she needs to pay attention to what the fans want.
    She is delusional to claim 90210 or GG is family fare. Far from it, they are an embarrassment to family values. Supernatural is about family and commitment, about doing the right thing, about being heroes and sacrificing your own wants and needs for the good of mankind.
    How many of those GG characters even care about their fellow man, let alone sacrifice for their welfare? Isn’t the entire show about being the most popular and putting down others?
    Supernatural has earned its viewers the hard way, with intricate scripts, riveting direction and awesome acting. Jensen Ackles and Jared Padalecki are the best young actors in Hollywood and they have them on their network and what do they do? They ignore their talent and promote fluff. When they breakout on the big screen and become major stars, Dawn will have the notoriety of being the one who ignored them and tried to bury their series.
    Supernatural will prevail regardless of the stupidity of the network because of the talents of the entire creative team and the dedication and promotion from the fans.
    Yeah, Supernatural is definitely the series that survived against unimaginable odds. Wake up, Dawn. You have two more years of Supernatural and then the best thing to ever come to your network will be gone.. and along with it a huge fanbase.
    Later, B.J.”
    P.S. She is great, isn’t she??
    P.S. 1 – And I’m not talking about you know who, but B.J.!!!!!!!!!!!!

  35. WHAT HAPPEN TO ALL THE GREAT THINGS SAID ABOUT MOONLIGHT AND BEST DRAMA NOW IT’S CALLED A MOODY

  36. WHEN THESE NEW SHOWS START TO LOOSE FANS I HOPE YOU AT CBS REMEMBER THE 7 MILLION FANS YOU JUST TOSSED OUT THE WINDOW. CBS IS NOT WATCHED IN MY HOUSEHOLD BUT BEING FROM FLORIDA WE DON’T COUNT WHEN IT COMES TO OUR VOTE.
    MOONLIGHT FANS ARE STILL WAITING FOR IT TO RETURN AND FOR CBS TO SEE WHAT IT’S GOING TO MISS THIS FALL SEASON.

  37. Did she just said that Gossip Girl is a great show who has more viewers than the ratings show?
    Wow, she must live in an imaginary world.
    How about a realy great show, called Supernatural? Did she heard about this show? It’s on a small network called The CW. That show really has a lot of viewers and not only in USA. I live in Europe and I adore the show. I’m 26 years and Supernatural is the only show that really got to my soul. I like others shows too, Moonlight being one of them and I don’t really understand the logig of this woman.
    ” If a sci-fi/fantasy show came along that was really well done and would appeal to our young women demo, then we’d certainly consider it.” Wake up ma’am because you already have this show…It’s called Supernatural and has two of the most hottest men, so the women really love this show. But you know what? This actors really knows to act, they shine as Dean and Sam Winchester and they bring life to the show. It’s a show all about the family. You should check it, you might like it and maybe even promote it.

  38. Please pick up Moonlight! This is the BEST Vampire show EVER! Women, young and old have always been drawn to a good vampire flick. Nothing is better than getting our vamp fix than a guaranteed weekly show. And with the quality storyline and actors on Moonlight, it cant miss! Moonlight will bring the women in by the hoards. So remember, if you show it, women will come!!

  39. I’m very sorry but her answer in regards to Moonlight is absurd. Really are you kidding me, if you look at the genre you would see that vampire shows are the cutting edge, HBO “True Blood” & Movie “twilight” and of course ABC has a vamp show. This isn’t even counting all the vampire books in all the book stores even special sections for teens with vampire books. The love story about a vampire and humans is so popular now, this is what woman young and old want. Really look outside the box CW because CBS didn’t, who has a show on Fridays when you want the young demographics, guess what they are not at home on Friday nights! especially after the strike, this show deserved a 2ND season.

  40. SOMEBODY plz pick up MOOLIGHT!! Hot show, very popular genre with human/vamp romance. What was ABC thinking when they cancelled?? Even my hubby liked it. oh well, gone the way of INVASION I guess. god knows, we need more teens-sleeping-with-teens shows & mindless reality shows.

  41. Ms Ostroff said that she is looking for younger females but doesn’t she realize that Moonlight would bring that demo if it wasn’t airing on friday night when all young females are out socializing and not at home. She should not take Moonlight off the table as it would do extraordinary in that demo on another night.

  42. I thought I just wasn’t seeing the promos for Supernatual, because I don’t watch a lot of the other CW shows. I did notice that during the 90210 premiere, there was zero promos for Supernatural and that would have been a perfect time to promote other programs on the network.
    The Supernatural season 3 DVD set has been selling very well and that wasn’t promoted either.
    Dawn is hopeless as a programer, but she is pretty hot and must be doing something for her bosses to be kept around

  43. What were some of the more popular shows that defined the WB? Buffy, Angel, Roswell, Smallville? Sci Fi based.
    Of course Dawson’s Creek and Felicity were in there too…but CW…don’t ignore that sci fi genre.

  44. Umm, I may not be the youngest woman on here (32 years old) but I don’t like anything on the CW now. They’re all teen shows and not exactly moral compasses to put it lightly. I think the CW should have picked up Moonlight to put on with it’s other sci-fi shows. It would fit so well with those plus it already has a HUGE fan base (mostly women too) and that fan base is growing by the day as the rest of the world learns of this fantastic show! I thought it would be a no brainer but then again, I think, so. . .

  45. God, I cannot wait to see how well Supernatural does with almost ZERO promotion from Dawn and her network. It’s my favorite show and *gasp* I’m a woman!

  46. Without any promotion Supernatural brought in 3.96million Viewers…Go SN FANS….THE PREMIER WAS FANTASTIC

  47. I’m sorry, but I read today on IMDB that Ms. Ostroff approved 9021 because she wants the CW to be a channel oriented to young women. What message are you sending young women?? That only the rich and spoiled can be fun and cool?? Oh did I mention that I’m a young woman (early twenties) and have no desire to watch 9021, Privilaged, or Gossip Girl. They are the same show three times, rich kids behaving badly. What a new concept!!
    Supernatural is the best show the CW has. It is the ONLY show on that station that I watch. Ms. Ostroff needs to stop programming just what she likes, and actually consider the FANS. They are the ones who make her money, not her opinion.

  48. Family shows? I would never have been allowed to watch the likes of 90210 and GG when I was younger (I’m 19 now) and if I had kids I would never let them watch garbage like that.
    This is the 21st century! Smutty nonsense died out in the nineties along with permed hair and rap metal. Now, people are much more interested in intelligent shows. Just look at Lost (which, I’ll admit, has gone bad)…
    EVERYONE in my school loved Buffy and Angel, regardless of what clique they belonged to. I can’t remember a single person who liked the likes of Dawson’s Creek. We want to see girls (and guys) kicking ass, not sleeping their way to an STI. Supernatural appeals to the same audience that Buffy did; no matter what the clique, people like it.
    Supernatural is a possible goldmine and if Dawn fails to see this then it is her loss. Does she not see the dedication of its fanbase? If she put out merchandise they would eat it up.
    I feel embarassed to say I’m a woman when she says stuff like this. MEN seem to have a better idea of what young women want than she does. We want escapism, strong women, cute guys. Not an hour of what the kids in our school do every day.

  49. The LA Times reported that Tribune Co. is already distancing itself from the CW do to poor ratings even before the current poor ratings for the CW. And the Trib people are so in debt due to the CW’s cash issues that the Trib stock is considered a junk bond. The Trib stations have been in danger of bankruptcy for years and the CW’s low ratings aren’t helping. So once the Trib stations dump the CW in order to stay afloat that will be the end of the network. failures.

  50. What the hell is this woman on. Supernatural is the jewel in the crown of the CW and yet she is too blinkered to see it. I have no idea where she gets the idea from the young women want to watch shows with young women as the main characters. SUPERNATURAL is the ONLY

  51. This interview is full of garbage.
    Dawn is an idiot and I’m pretty sure everyone knows it by now.
    Waiting for a good sci/fi show to come along? Um, have you watched television on Thursdays? Just wondering because I think I remember something like….SUPERNATURAL being on – not that it was promoted or anything.
    Sadly, it is THE only family oriented show on the CW. Which is really screwed up since it’s an amazing sci/fi show that has nothing to do with drugs, sex or rich teenies running around gossping about each other and trying to ruin each other’s lives.
    SUPERNATURAL is comparable to Buffy in it’s genre and should be treated with a little more dignity. Dawn is full of epic FAIL. Go crawl back into your rehashed teenie garabage filled hole.

  52. “If a sci-fi/fantasy show came along that was really well done and would appeal to our young women demo, then we’d certainly consider it.”
    Are you kidding me? Seriously? Supernatural is the CW’s ONLY show. All the others are ridiculously stupid. 90210 and Gossip Girl family show? What the hell does she show her kids?
    Gosh, it must be hard for her to breathe. You know, with her head so far up her ass.

  53. Hi,
    I intend to give up on moonlight next fall, if it is not on by next fall showing 2009 then I will start therapy, not a moment before. It reminded me of Forever Knight and Beauty and the Beast, two of my favorite fantasy romance shows that I never missed as a child, now there is nothing else proper to watch in terms of moving fantasy romantic drama, again. And who knows how long this well will remain dry in the primetime line-up.
    I am hesitant to give true blood a chance because it looks like it will appeal more to young girls, i liked Beth, she reminded me of myself, I connected with her and thought she was cool. Now I’ll never get a hold of that old feeling ever again. Darn You Nina Tassler, Darn You Tellem, Darn You Moonves, and Darn you CBS altogether. I’ll never trust another CBS fantasy tv show ever again.

  54. Moonbase, I am sorry! I watched a few episodes of Moonlight and did really enjoy it! Supernatural will always be my main fandom, but I would love to see Moonlight paired with SPN when Smallville is finally gone.
    I am hoping Demon O, oops, I mean Dawn O will get fired soon. Seriously, what the hell is she doing to stay in her job? Gossip Girl a family show? Please Dawn, do not show you children that. It will damage them you moron. Obviously, we can see what kind of teenage you were.
    No please Dawn, go locate a brain cell. You need on.

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