It is said that what we learn from television can be formative to our growth as individuals. If this is true then much of what I learned growing up was courtesy of The WB. A network like no other The The WB had a unique brand, and voice that spoke to a younger generation without alienating older viewers. A few years back The WB merged with UPN, an ethnically aimed network that aired unimpressive programming, to form The CW. Unlike either of its predecessors, The CW has struggled to find a voice. Rather than substance The CW has relied on hype to buoy it, as ratings continue to sink lower and lower each year.
Last May I had the good fortune of attending The CW’s Upfront Presentation where President Dawn Ostroff explained her vision for the network. Ostroff preached about the strong female following the network had, and the gains that each show had when DVR numbers were accounted for. This has been Dawn and the network’s problem since Day 1, they’re niche-casting on a broadcast network. To those unfamiliar with the term “niche-casting,” it’s when a network programs for small contingency rather than developing programming with universal appeal. After Ostroff explained her business model for the new year, and rolled out stars from some of her returning shows, she discussed the new shows that The CW had picked up.
The CW had 6 pilots in development last season, which is a relatively small number for a broadcast network. Right up until the week before Upfronts no one knew which of the 6 would go to series. For a while it seemed like the Gossip Girl spin-off Valley Girls was a lock. It has a certified star in Brittany Snow and a built in audience, but even that wasn’t enough to secure it a spot on the schedule. The Melrose Place reboot also seemed like a shoe in, and while it did receive a pick-up ratings have been abysmal. Yet, even as poorly as Melrose has done, its failure was nowhere near as epic as the Mischa Barton vehicle The Beautiful Life. Of the other 3 shows on The CW’s slate two went to series and one went by the wayside. Body Politic, despite a stellar cast and a script that attracted interest from bigger networks like ABC, wasn’t ordered to series. Kevin Williamson’s The Vampire Diaries has become The CW’s biggest hit, attracting upwards of 4 million viewers a week.
The last of the 6 was Life Unexpected, though CW was calling it “Parental Discretion Advised” when I first saw footage from it back in May. The show was quaint and sweet and reminded me of everything I loved about The WB network. Ostroff claimed that of all the pilots Life Unexpected was her favorite, which made her decision to hold it until midseason utterly puzzling. Life Unexpected officially made its debut this past Monday to audience just shy of 3 million viewers. Tonight is will re-air at 8pm and I would like to encourage all of you to watch it.
The better that Life Unexpected does, the more likely The CW is to develop program in the same vain. Programs from young enthusiastic creators like Liz Tigelaar, who worked as an intern on Dawson’s Creek. Tigelaar understands what The CW could be, she grew up on The WB just like I did. With Life Unexpected she’s created a series with real heart. Centered around a 15 year old girl named Lux, whose been victimized by the foster care system, the show explores the true meaning of family. Brittany Robertson stars as Lux and offers the perfect mix of snark and vulnerability in the role. The rest of the cast is made up of network veterans. Shiri Appleby was the star of The WB’s Roswell, a show that would eventually more over to UPN. Here she plays Cate, a Type A person dealing with the news that a daughter she never thought she’d see again has reentered her life. Kerr Smith stars as Appleby’s coworker and love interest but to many he’ll always be Jack of Dawson’s Creek. Finally, Kristoffer Polaha plays Lux’s reluctant father Baze, one year after he stared in The CW’s Valentine. I won’t say too much more about the series but I’ve embedded the trailer below for you to watch.
http://www.youtube.com/watch?v=z3ZwgKHV9J4
