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It was during the two thousand and six two thousand and two thousand and seven television season that the CW television network was launched in the United States. This is a joint venture between CBS corporation and Warner Bros. The name of this company is derived from the first letters of both companies, and from information given by its entertainment president, the program lineup happens to be one which will appeal to women aged between eighteen to thirty four years. This network airs programming for six days each week. Younger audiences constitute the target audience of this network.
In May the year two thousand and eight, the network announced that it would be leasing its Sunday line up to another company referred to as media rights capital. Perhaps one might be tempted to ask why but research has shown that Sundays have always been a low rated time for the network. In the arrangement, MRC was granted the full rights to not only develop but also schedule its own programs, after which they would then reap the benefits generated by the line up. The whole arrangement worked well for sometime, with CW introducing and taking some other programs off air, until 2009 when the whole thing was canceled, and it was then picked up by ABC.
It has been observed that CW has been struggling to ensure that it claims its place in the Nielsen ratings, not ever being able to claim its place in the top five positions. There has been speculation in the industry that the partners are bound top abandon the venture whenever it happens that it is not in a position to improve. It was late in the year two thousand and eight when the network surprised critics through improved ratings, and this was brought about by the fact that there were some newer series which were introduced. This has seen executives of both the networks emphasizing their commitment to its growth.
On May the year two thousand and five, the network is said to have announced that it planned to give back the five hours of network time on Sundays back to CW. This was to take place before the end of the year two thousand and nine. The announcement saw to it CW affiliates sign agreements which were aimed at replacing their MGM Sunday movie package. The announcement also triggered a furor of activity, as CW signed ten year affiliation agreements with some other of its affiliates, and the arrangement was such that other stations were to be incorporated as well, something which was aimed at ensuring that at least forty eight percent of the United states got the services of the network.
The network's main goal was to ensure that it reached ninety five percent of the American population. Soon after the CW premiered, most people were not able to access it, considering that it had not struck a deal with Time Warner cable. Tribune came into the picture and had solid affiliation deals with the CW, something that ensured that some of CW stations were to be moved to Fox, and this created uncertainty over its future. Though there are thirteen other CW affiliates who are Tribune owned, twelve of them have changed their station branding, something that is aimed at making sure that they de- emphasize references to CW as a network, as a means through which a local identity could be got.
Most of these station's changes took place in September the year two thousand and eight. and this coincided with the start of CW's new season. Though, there are others which re branded as early as July, and it was observed that there was a deliberate mission aimed at limiting reference to WC. This is because most of these affiliates would either merely mention the network, or even partially use the logo. In late two thousand and eight, the network allowed one of its subsidiaries to move its newscast to some other time as opposed to the usual seven to nine berth.
The move was aimed at counter programming other networks with younger CW TV shows. The network logo also underwent some major changes in May the year two thousand and six, and this saw a change in both the color system and the design in which it had been made. The network then embarked on a full marketing campaign, which saw to it that stars of the CW network shows invited to add color and flavor. There were some ads which were developed in relation to this marketing campaign, and they used to have the word together at the end, something that analysts say it was used to personify the network and its programming with the viewer. There were some other ads which were themed, and they did not necessarily have the CW stars on them. For instance there was the free to be tricky which was for Halloween.
In the year two thousand and seven, the network then got into another marketing campaign, which was dubbed Get into it. This was a song which was performed by among others the pussy cat dolls. June the following year was another campaign, and this one went by the name Good night. Soon after a program ends, the CW will display the program credits at the bottom one third of the screen, along with their logo and website address. The top two thirds of the screen are usually designed in such a way that there are some previews of upcoming programs from the network or local newscasts. It will be noted that during an entire commercial break, the network will air some other short programming known as content wraps. These are aimed at advertising the company's products during the news break.
In the year two thousand and seven, the network then started streaming full episodes of its programs online. Later on in the year two thousand and six, CBS records will make its artists' music available to programs on the CW.
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