Network continues to comb through old titles
The CW still has remake fever.
The network that dusted off “90210” and “Melrose Place” for primetime is combing through other old titles, CW Entertainment prexy Dawn Ostroff said Tuesday.
Speaking to reporters during the Dub net’s portion of the TV Critics Assn. press tour, Ostroff said she’s interested in perhaps reviving another dormant femme-centric series next year.
“There are other shows we’re looking at, but we can’t talk about it yet,” she said.
Remakes bring a “built-in brand equity,” Ostroff said, citing the number of revived franchises hitting the feature world as well.
Before bringing back an old show, however, Ostroff said it must fit within the CW’s niche young female brand.
“We’re not going to be doing the ‘The Dukes of Hazzard,’ “ she said.
Ostroff also defended CW’s decision to go dark this summer, arguing that the cost of running a handful of original shows during the off-season wouldn’t have been worth it.
“For us to make noise in the summer, we’d have to program the entire lineup,” she said.
That’s why the net opted to push its one original summer skein, “Blonde Charity Mafia,” into the regular season. That unscripted series will now likely air during December and January in “America’s Next Top Model’s” slot (between cycles).
The bigger networks have different needs than CW, she said — noting that economically, CW also needs to run repeats of its shows in order to amortize costs. But because most of those series are serials, which don’t repeat as well, it’s been a rough summer ratings-wise for the netlet.
With so little circulation, Ostroff said the Dub plans a massive marketing push for fall. CW is also launching its lineup three weeks before traditional premiere week, in hopes of avoiding the late-September clutter.
Competitively, Ostroff said she didn’t believe CW was impacted by the growing success of millennial-targeted nets like ABC Family.
“They skew a lot younger than us,” she said. “We don’t even have many of the same advertisers.”
In speaking of the CW’s women 18-34 demo, Ostroff said she believed the net’s audience would broaden out as its viewers age upward, and younger women take their place.
“We’re becoming more of a must buy,” she said. “We are one of the most efficient places to find young women.”
In other CW news, Ostroff said she hopes to keep “Smallville” and “Supernatural” on the air beyond this season.
Ostroff also said a “90210”/”Melrose Place” cross-over could be in the cards once “Melrose” gets established.
As for the “Gossip Girl” spinoff, which was close to making it on the schedule in spring, Ostroff said the drama is now officially dead.
Ostroff said she’d be open to another stab at a “Gossip Girl” spinoff — although it likely won’t be based on the “The It Girl,” which is the book spinoff of the “Gossip Girl” books.