In a bold move, The CW, under the leadership of Brad Schwartz and Dennis Miller, is redefining its narrative. The network, now part of Nexstar Media Group, aspires to join the ranks of the “Big Four” networks—ABC, CBS, Fox, and NBC. This strategic shift involves acquisitions, a unique golf league backed by Saudi Arabia, and a departure from the conventional scripted series approach.
Aiming for the “Big Five”
Brad Schwartz, The CW’s President of Entertainment, declared the network’s ambition to be recognized among the “Big Five.” Despite the diminishing significance of the traditional “Big Four,” The CW, now under Nexstar, is pursuing growth and diversification to secure a distinct position in the ever-evolving landscape of television.
Program Portfolio Transformation
Nexstar’s acquisition of The CW in 2022 marked a turning point, leading to a revamped programming portfolio. The network took a gamble with the Saudi-backed LIV Golf league, canceled all but four scripted series, and made strategic acquisitions to redefine its content offerings.
Shifting Away from “Imports”
Schwartz expressed discomfort with the term “imports” for the largely Canadian dramas and comedies brought in during the Nexstar era. The network aims to focus on stories it loves, forming partnerships to overcome budget constraints and move towards profitability.
Co-Productions and In-House Originations
Several initially acquired series, such as “Son of a Critch” and “Sullivan’s Crossing,” have transitioned into co-productions. Additionally, The CW is exploring in-house production, exemplified by the new series “Sherlock & Daughter,” an update on the classic character.
Commitment to Existing and New Projects
Amidst the transformations, The CW is committed to its existing dramas, particularly highlighting Warner Bros.-produced “All American.” Schwartz emphasized their dedication to these shows as long as they maintain viewership. New alternative projects based on Hasbro board games Trivial Pursuit and Scrabble are also in the pipeline.
Supernatural’s Future
Addressing a callback to the network’s former era under CEO Mark Pedowitz, Schwartz clarified that there are no discussions about a “Supernatural” spinoff. The focus remains on the new season of “Walker” with Supernatural star Jared Padalecki.
Controversial Choices and Identity Crisis
However, The CW faces scrutiny for its controversial choices, especially its association with the LIV Golf league and the push into pro-policing reality series, labeled by some as “Copaganda.”
Controversial Programming Choices
When pressed about the network’s controversial choices, Schwartz and Miller seemed less prepared to address criticisms. The push into pro-policing reality series, including “Crime Nation” and “Police 24/7,” raised questions about glamorizing law enforcement.
LIV Golf League and Saudi Arabia
The network’s partnership with the LIV Golf league, wholly backed by Saudi Arabia’s Public Investment Fund, sparked concerns about human rights allegations. Miller downplayed these concerns, emphasizing the focus on obtaining high-quality sports for the network.
The Absence of a Defined Brand
In their interaction with the Television Critics Association, Schwartz and Miller hinted at an identity crisis. The network’s new brand appears to be the absence of any brand altogether—a deliberate choice to embrace diversity in content.
Lack of a Specific Brand
Schwartz acknowledged the network’s broad approach, stating they are a “big tent brand” without a specific identity. In the broadcast business, the goal is to attract the largest audience possible, leading The CW to explore a variety of content genres.
FAQs
Q1: What is The CW’s ambition in the television landscape?
A1: The CW aspires to be recognized among the “Big Five” networks, expanding its influence beyond the traditional “Big Four.”
Q2: How is The CW transforming its programming portfolio?
A2: Nexstar’s acquisition led to a strategic shift, including a gamble with the Saudi-backed LIV Golf league, scripted series cancellations, and a focus on acquisitions.
Q3: What is The CW’s stance on controversial programming choices?
A3: The network faces scrutiny for its association with the LIV Golf league and pro-policing reality series. The executives seemed less prepared to address criticisms during a recent press interaction.
Q4: Is there a future for “Supernatural” on The CW?
A4: The network clarified that there are no discussions about a “Supernatural” spinoff. The focus is on the new season of “Walker” with Jared Padalecki.
Q5: How does The CW define its brand in the current television landscape?
A5: The CW appears to embrace diversity in content, positioning itself as a “big tent brand” without a specific identity.
