CW: Launching a Television Network Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Just four months previously, CBS Corp. and Time Warner Inc. had announced they had shut their UPN and the WB network, and operated the CW as a joint endeavor. This abnormal partnership, a first in the history of network television, had formed an unique challenge for executives: an unprecedented variety of existing shows would have to be cancelled. Her colleagues and Ostroff – who had received thousands of letters, requests, and gifts from desperate lovers begging for the regeneration of their favorite show - had filled the vacant time slots.

The final decision was the roughest: there was only room for three - although four popular shows were still in contention - Veronica Mars, One Tree Hill, 7th Heaven, and Everwood. Which conclusive show will be axed? And what would be the best time slot for the three last accompaniments to the lineup? Allows for an indepth assessment of managing relationships with advertisers and audiences and promotion dilemmas in launching and running a major broadcast television network, particularly making programming and scheduling decisions. Supplies unique insights into the launching of a rare venture - a network - and the associated advertising and branding effort. Additionally contains abundant television ratings data that can form the foundation for a discussion on product portfolio management, in particular, continuation and pruning determinations (i.e., show renewals and cancellations). Finally, can be used to ease an assessment of opportunities and challenges in developing sustainable businesses in a rapidly changing media environment.

PUBLICATION DATE: June 29, 2007 PRODUCT #: 507050-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING