The CW goes to a daily format.
Chairman and CEO Mark Pedowitz announced some exciting news for fans of The CW. The network is launching a seven-day-a-week schedule for the 2021-2022 season. Their plan is to expand and add value to their branding with the new format, and most likely that will succeed. The pandemic has certainly re-energized viewer’s love for television entertainment, and the fall and winter months will be ahead.
The 14 hours of programing start when their new season comes out this Fall and will run Monday through Sunday 8:00 pm-10:00 pm ET/PT. The official kick-off with a fun Saturday night, October 2nd, 2021 with the first night of the IHeartRadio Music Festival 8:00 PM ET/PT. The second night of the festival will air that following Sunday, October 3rd in the same timeslot. Their regularly scheduled Saturday programming line-up will be announced later, and no doubt they will be feeling out the waters to determine the success of a Saturday night viewership.
Betty Ellen Berlamino, The CW’s Executive Vice President, Network Distribution, and Ann Miyagi, Senior Vice President and General Counsel lead the efforts to implement the seven-day programming. They worked closely with all of the network’s key affiliate partners to ensure that they had the clearance to do so. The CW will return the Monday through Friday (3:00-4:00 pm ET/PT) afternoon block to its affiliated stations to program to their own needs.
According to Rob Tuck, Executive Vice President, National Sales, The CW, Becoming a seven-night-a-week network has been a long-standing goal for everyone here at The CW, and in an extremely tight broadcast environment, the ability to expand our primetime by two more hours each week is a dynamic shift that will be gladly welcomed by our clients and the agencies. Following the recent industry trend which has seen considerable contraction on a linear basis, The CW will buck that trend this season by adding a new night of original programming, creating new opportunities for us going forward.
Written by Colleen Bement
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