Struggling CW network offers big schedule revamp

Associated Press Modified: May 17, 2012 at 7:16 pm •  Published: May 17, 2012
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NEW YORK (AP) — The young CW network is hoping to turn around a year of disappointing ratings by making changes this fall on each of the five nights it broadcasts.

The network said Thursday that its new series include a modern take on "Beauty and the Beast," an action drama "Arrow" based on comic book characters and "The Carrie Diaries," a prequel to "Sex and the City" about Carrie Bradshaw's life in the 1980s.

"The Carrie Diaries" begins on Monday nights in January after the final season of "Gossip Girl" finishes.

The Nielsen Co. says the CW saw its ratings slip by 17 percent this season and 20 percent among the young women who make up its target audience.

But the CW executives argued that traditional television ratings don't do them justice, that many of their young viewers are watching their programming through nontraditional means, like video streams and DVR playbacks.

"The audiences are watching shows in a very different way," said Mark Pedowitz, the network president. To that end, the CW said it is working on developing a separate measurement system to show advertisers that their commercials are making more of an impact than would be expected just by seeing the television ratings.

Still, the CW dramatically shuffled its schedule. The network will move the soapy "90210" from Tuesdays to Monday at 8 p.m. ET. The sophomore drama "Hart of Dixie" switches from Monday to Tuesday, preceding a new series, "Emily Owens, M.D.," about a young doctor who finds her hospital much like high school.

"Arrow" will air on Wednesdays, followed by the returning drama "Supernatural," which moves from Friday nights.

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