The CW

CBS and Warner Brothers Network

Country: United States
Launched: September 18, 2006 (Monday)

The CW Television Network (The CW) is a television network in the United States launched at the beginning of the 2006-2007 television season. It is a joint venture between CBS Corporation, the former owners of UPN, and Warner Brothers, former majority owner of The WB Television Network. The name was derived from the first letter of the names of two of these corporations (CBS and Warner Brothers). The network features a lineup of shows that, according to its President of Entertainment Dawn Ostroff, "are going to appeal to women 18 to 34-year-olds." The network airs programming 7 days a week (Sunday through Friday evenings in prime time, Monday through Friday afternoons, and Saturday morning children's programming).

The network debuted programming after its two predecessors, UPN and The WB, ceased independent operations on, respectively, September 15 and September 17, 2006. The CW's first two nights of programming--Monday and Tuesday, September 18 and September 19, 2006--consisted of reruns and launch-related specials. The CW marked its formal launch date on Wednesday, September 20, 2006, with a 2-hour season premiere of America's Next Top Model. The CW lineup has featured on a mixture of programming that originated on both UPN and The WB (including America's Next Top Model and Smallville) along with its own original programs such as Gossip Girl and 90210.

The network has struggled in the Nielsen ratings since its inception, leading to speculation in the industry (including a May 16, 2008 Wall Street Journal article) that CBS, Warner Brothers, or both companies could abandon the venture if ratings do not improve. However, executives of both companies have since emphasized their commitment to the network, and have launched its third season with an aim to prevent ratings from sliding further. Additionally, according to Dawn Ostroff, there is a possibility of The CW launching its 2009-2010 season as early as July or August of 2009, well ahead of the traditional season start in September.