The Bad: Aside from the unmitigated disaster that is MELROSE PLACE’s first season, the fact of the matter is that the CW simply backed the wrong horse demographic. While studies indicate that the network’s audience (particular teenagers) are watching TV in record numbers, they [unfortunately for the network’s bean counters] aren’t doing so live (Shows such as SMALLVILLE, TOP MODEL, GOSSIP GIRL and 90210 frequently add 1 million plus viewers when DVR playback is factored in). Which means that until advertisers start to see the value in online and DVR viewership — or Nielsen gets their act together and starts measuring viewers properly — the CW will continue to be a virtual non-factor in the ratings game.
The Prognosis: Isn’t great. Although we are very much looking forward to the CW going back to their WB roots with the upcoming January premiere of LIFE UNEXPECTED, the little-network-that-could has some serious question marks surrounding their future. Not the least of which is what exactly is up with their MIA development slate and what exactly is Dawn Ostroff planning to replace aging hits such as SMALLVILLE, SUPERNATURAL and ONE TREE HILL with — if and when they call it quits.
Grade: C+
Related:
• FOX gets its Mid-Season Report Card
• ABC gets its Mid-Season Report Card
• NBC gets its Mid-Season Report Card
• CBS gets its Mid-Season Report Card