The CW will remain the CW, despite ongoing rumors to the contrary.
According to network honchos — who met with advertisers Wednesday on the Warner Bros. lot in Burbank — the CW is already tracking strong awareness among its target young-adult demo.
In a study commissioned by network parents CBS and Warner Bros., 48% of adults 18-34 randomly sampled were already aware of the CW.
“That’s with no marketing or schedule, and a full six months before we hit the air,” said incoming CW entertainment prexy Dawn Ostroff.
CBS topper Leslie Moonves said the CW owners gave themselves until May to come up with a new moniker, in case they had second thoughts on the “CW” name. But they shut the door on that possibility after seeing those CW awareness results.
“The likeability factor of the CW is high as well,” Moonves said of the internal study.
Moonves did say, however, that the CW was in the process of developing a new logo.
On the affiliate front, the CW plans to announce 18 more stations on Thursday. Net has already sealed deals with groups including Belo, Hearst, Meredith and Acme.
Ostroff hinted that the weblet’s launch strategy will focus on targeting what it has branded the “CW generation,” which she said boasted $1.4 trillion in spending power.
Of the net’s projected audience, she said, 81% are employed — “these are not slackers. And 37% belong to a minority group.”
“This summer,” she promised, “we’ll target every outlet that appeals to our audience.”
As for programming, Ostroff highlighted previously announced pilots such as “Aquaman” and the comedy “She Said, He Said,” starring Nick Lachey. While the CW hasn’t officially announced any new pickups, the network did pass out materials that listed shows such as “Veronica Mars,” “One Tree Hill,” “Supernatural,” “Gilmore Girls,” “Everwood,” “Reba” and “Everybody Hates Chris” as dramas and comedies “returning 2006-2007.”