The player: The CW
Key execs: Dawn Ostroff, entertainment president, and Bill Morningstar, exec VP-ad sales
The ratings game: For the week of March 25, "America's Next Top Model" ranked in the top 10 among women 18 to 34. The CW isn't doing much better among 18- to 34-year-olds than predecessor WB, averaging a 1.4 rating and 910,000 live viewers. Among 18- to 49-year-olds, it rated 1.2 and drew 1.5 million viewers. The CW is averaging a 1.5 rating over the WB's 1.4.
What you'll hear: "The message is we are hardwired into the 18- to 34-year demographic in every way, shape or form, and intend to ultimately own that audience," a spokesman for the network said.
Digital game: The network aims to be everywhere its young audience is, and has launched initiatives including "model avatar" for cellphones. It teamed with T-Mobile in March to push "Gilmore Girls" viewers to the CW website for a pop-culture test.
Last year's upfront: Estimates ranged from $600 million to $650 million, flat with the WB. One big hit was the idea of content wraps, which are mini-programs that involve viewers while promoting a product.
The buyer's verdict: Kris Magel, senior VP-account director, Zenith Media, said: "They are definitely open to experimenting and trying new things with advertisers. ... We would have liked to see them explode out of the gate, but it's difficult to brand a new network."