The CW Adds Sunday Night To Lineup


This fall, the network is expanding its original programming to Sunday nights, for a total of six nights across the week.

When the network launched in 2006, it originally had programming on Sunday nights, eventually leasing the night to an outside company in 2008 amid stiff competition from the big four networks. The network's affiliate stations are on board with the expansion - the CW has secured the same clearances on all six nights via an agreement with its key affiliate partners, including the Sinclair Broadcast Group, Tribune Broadcasting, CBS Television Stations, and Nexstar Media Group. He also says: "I guess syndication will lose some prime time slots with this.Sunday is a night of higher TV usage than Saturday which has no original scripted shows anymore". The network aired reruns and movies on Sundays for the next two years, before turning the night over to the other stations.

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Of the five major broadcast networks, The CW has typically produced the lowest ratings. Broadcasting remains the foundation of our multi-platform approach to bringing our programming to viewers.

Pedowitz said that reclaiming Sunday night for the CW had been an on-and-off conversation for the seven years he has been at the network. The owners of The CW, CBS Corp and Warner Bros, signed off on the new schedule.

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The CW got out of the Sunday business in 2009, after an ill-fated attempt the previous fall to sell the night to producer MRC as a time buy. The CW, under Pedowitz, continues as a broadcast network but has increasingly focused on its digital strategy. In Nielsen live-plus-seven numbers, the network is now averaging 1.8 million primetime viewers (up 3% from last season) a 0.5 rating in the 18-34 demo and a 0.6 rating in the 18-49 demo (both even).

The ongoing effort to go up a night of programming factored into the CW brass' recent decision to order a record 9 pilots this season, 8 standalone ones and a planted Supernatural spinoff, Pedowitz said.

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"We always discuss whether we should move into a sixth night", Pedowitz said.