Is The CW is danger of cancellation?

          The CW, which rose from the ashes of The WB and UPN five years ago, continues to struggle in the ratings. When micro networks The WB and UPN were still in business, their audiences were small, usually averaging 3-4 million viewers per week, but the fans were passionate, and they were able to at least make profits off of DVD sales, syndication, and other venues. By 2005 however, it became clear that neither network would ever blossom into a full-fledged network, or at least not to the caliber that FOX did in the mid 1990’s. 

          Network executives at Warner Brothers (owners of The WB) and CBS (owners of UPN) decided that while they wouldn’t be able to compete with the Big Four, they were most definitely competing with each other. Each networks tiny audience was being cannibalized by the other network, since they both mainly focused on alternative programming that appealed to young women (see: America’s Next Top Model, Charmed, Buffy the Vampire Slayer,  the list goes on and on). 

          So, in their infinite wisdom, they decided to stop competing and merge. Now, this was a big deal at the time, as it’s not common for two networks to merge, especially two on broadcast television. However, they assumed that by not competing with each other The WB’s 4 million viewers could join UPN’s 4 million and make up the 8 million that could watch the HORRIBLY name The CW. In a way, this makes at least some sense, although most insiders didn’t believe that all 8 million would follow their shows to the new network, but if The CW could at least exceed the 4 million each was getting and average, say, 5-6 million, than the venture would be a smashing success.

            Cut to the present, March 2011, where last week The CW averaged less than 2 million total viewers. It would be easy to say that people simply didn’t know that The CW had been formed; the public didn’t know where their favorite shows were now playing, and so on. However, five years down the line, people know about The CW. The public is also aware that half of their shows are based on "tween" book series, and the other half are past their ratings prime (holdovers from the merger America’s Next Top Model, One Tree Hill, Smallville, and Supernatural). It’s also interesting to note that, with the rating they’re currently getting, not one show airing on The CW would have been renewed by either The WB or UPN in 2005. 

          Though the network has always said “once DVD sales, merchandise, and other factors are added in, the network makes up the deficit caused by lower ratings”, one has to wonder how many people are really buying anything that has to do with these shows. Last week, less than 1.5 million people watched Gossip Girl. If 1.5 million people watched it, and you figure conservatively that 20% of the audience would buy the fourth season when it’s released on DVD at $40 apiece, that’s only a few million dollars. Take out manufacturing costs, marketing, actual production on the show, is this show really making money for The CW? I guess the real question is this: Though there is no way that the network is turning a profit, are DVD sales, international licensing, etc, really enough to keep a broadcast network who’s young female audience is actually a fraction of some cable networks on the air? Only time will tell.