In May 2006, Dawn Ostroff, entertainment president of the newly formed CW Network Television, is faced with the task of selecting the final set of programs in the 2006 fall schedule, which it will present to advertisers at the annual "upfront" market in New York next week. Only four months ago, CBS Corp. and Time Warner Inc company announced they will close their UPN and WB networks CW and run as a joint venture. This unusual partnership, the first in the history of network television, has created a unique challenge for managers: an unprecedented number of existing shows, should be abolished. Ostroff and her colleagues - who received thousands of letters, petitions, and gifts from fans desperate to request an extension of your favorite shows - were filled with empty slots. The final decision was tough: while four popular shows were still in contention - Everwood, One Tree Hill, 7th Heaven, and Veronica Mars - room for only three. Which show will be the last to be laid off? And what would be the best timing in the last three additions to the series? Allows for in-depth consideration of issues of marketing in the launch and operation of major television networks, in particular, the programming decisions and planning decisions and management of relationships with audiences and advertisers. Contains a unique perspective on the launch of the network - a rare entity - and the associated marketing and branding campaign. Also contains a wealth of television ratings data, which can be the basis for a discussion of managing a portfolio of products, in particular, the continuation and cropping decisions (for example, a series of renewal and cancellation). Finally, it may be used to facilitate the assessment of the challenges and opportunities in sustainable business in a rapidly changing environment. "Hide
by Anita Elberse, S. Mark Young Source: Harvard Business School 22 pages. Publication Date: June 29, 2007. Prod. #: 507050-PDF-ENG
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