Why The CW Is Expanding Into Saturday Nights While Most Broadcasts Networks Are in Retreat

·1-min read

Mark Pedowitz finally gets his wish this fall when The CW expands its original programming to Saturday nights, a day part typically viewed as a TV graveyard that most broadcast networks use for reruns or to burn off remaining episodes of underperforming shows. But The CW chief feels very differently about that night than his broadcast brethren. During the network’s upfront call on Tuesday with reporters to discuss the 2021-22 season, Pedowitz revealed that he’d been eyeing Saturday nights for the last decade. “We felt that there was an opportunity here to increase our linear reach, which gives our advertisers more programming and inventory. We thought it would also give our affiliates more programming,” Pedowitz said. “This is the first time we’ve been around that we actually are able to promote seven days a week and push into each night. So for my marketing promotions perspective, we think this is a big step for us,” added Rick Haskins, head of streaming and chief branding officer. Given that The CW had pretty much full streaming rights to its shows, head of sales Rob Tuck argued it’s not just the extra two hours on Saturday nights that they’re adding. “It’s great to...

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