The CW has turned over its Sunday evenings to Media Rights Capital, an independent studio in which British ad-holding conglomerate WPP Group has a small stake. Media Rights Capital today said it will run a one-hour reality show, one half-hour family comedy and two hourlong dramas Sundays between 6:30 p.m. and 10 p.m.
MRC's new programs consist of: "In Harm's Way," a reality show that looks at the lives of people who do dangerous jobs, set to air at 6:30 p.m.; "Surviving Suburbia," a half-hour comedy about a family and their new neighbors, set to air at 7:30 p.m.; "Valentine Inc.," a one-hour drama/comedy hybrid about an agency that "finds loves, true loves and mends broken hearts," set to run at 8 p.m.; and "Easy Money," a drama about a family that operates a "high-interest loan business" set to run at 9 p.m.
More than young at heart
The move aims to broaden the CW beyond the young-viewer demo toward which its programs traditionally skew, but also points to some of the issues plaguing the fledgling network, which debuted in the fall of 2006. After all, if the CW's programs were soaring in the ratings, this sort of maneuver would be largely unnecessary.
Media Rights Capital and the CW's sales teams will begin meeting with advertisers and media-buying firms this week, MRC said in a press release. Showrunners from each program are expected to take part in the initial discussions and hear about what advertisers might want. All of the shows are expected to begin production, without a pilot, by mid-June and premiere this September.
Forming a strategic alliance with MRC has "really allowed us to make the network, the schedule, more cohesive," Dawn Ostroff, the CW's president-entertainment, said in a recent interview. CW recently said it would launch new programs such as "90210," a spinoff of the 1990s Fox hit "Beverly Hills 90210," and "How to Survive the Filthy Rich," a program that features a young woman attempting to mentor two spoiled-brat teens -- part of an effort, Ms. Ostroff said, to bear down and focus on women between the ages of 18 and 34.