CW Network chief Dawn Ostroff has laid the Smackdown on World Wrestling Entertainment again. In a story posted by TV BARN - KANSAS CITY, the network exec headlines with SMACKDOWN WAS JUST TOO MANLY FOR OUR BRAND.

 

You can read the entire story HERE .   

 

Key excerpt:

 

What's stunning about this answer is that Ostroff doesn't even try paying lip service to the idea that minority audiences have anything to do with CW's future.  Obviously, if she wanted more urban comedies, she would have some in the pipeline instead of alluding to some mythical "great pitch" waiting to be made. She wouldn't have cancelled Mara Brock Akil's other sitcom, "Girlfriends." And she would have left the shows on Sunday nights or paired them with a Tyra Banks repeat or anything short of sticking them on Fridays, where one show and one show only has ever done well for the network: "WWE Smackdown."

 

Ah yes, "Smackdown." I don't agree at all with Ostroff cancelling this, but give her credit — this was one time in the press conference when she spoke with unequivocal force and clarity:

 

"WWE" on Friday night ... was really all men. There was no duplication in our audience at all for any of our other shows. When you looked at the viewers who came to us from "WWE," they did not watch any other show on The CW and vice versa. ... We know that taking something like "WWE" off, which was a very strong performer, will have an impact on the schedule. The question is will we be able to compensate in other places. But I think what's really important is that we have talked about building a brand, about having flow.

 

QUESTION: So cohesive branding for the network is more important than a sort of bottom-line ratings --

DAWN OSTROFF: Yes. The strategy of being able to brand this network was what we were thinking about.

In theory, branding on Fridays is a fine idea — though networks much larger than Ostroff's struggle to pull in any kind of audience on that night. The irony, of course, is that on Fridays CW actually gets some numbers. "Smackdown"
 won the adults 18-49 demographic last night, and reliably pulls in 4 million viewers on the least-watched night of the week. Unless CW was losing money on "Smackdown," getting rid of it in the hopes of bumping awareness of "Stylista" a smidgen just seems insane.

 

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