"Gossip Girl" Returns. CW Executives Embark on a Cruel Ratings Experiment.

After a four month hiatus, Gossip Girl returns with a new episode tonight on the CW at 8pm. And with the recent announcement that the final five episodes would not be streamed online, it seems CW executives are resistant of embracing the changing model of success.

This week’s New York Magazine cover story, deems Gossip Girl the “Best. Show. Ever.” According to the article, the third reason why you should openly love the show is because it is changing the way that a successful TV show is defined. The show delivered meek numbers of TV viewers but was often the number one downloaded show on iTunes in addition to being available for free on the CW’s website. “Even executives at Nielsen threw up their hands and admitted that Gossip Girl appeared to be speaking to an audience so young and tech-savvy they hadn’t really figured it out just yet” said New York Magazine’s Jessica Pressler and Chris Rovzar.

It was announced last week that the final five episodes would not be streamed online. Perhaps it is skepticism or a refusal to accept the changing model of success. As a Gossip Girl fan who really enjoys watching the show online, the CW’s decision felt like punishment. In a seemingly cruel experiment, CW executives are hoping the change will result in increased ratings and iTunes downloads.

Regardless of whether or not this spiteful test will work, it’s clear that the CW wishes to cram the series’ popularity into a traditional (old, tired and entirely un-cool) model of success, possibly at the risk of losing loyal viewers. In homes where DVRs don’t exist, the free streaming downloads allowed fans to experience the show, for free, at any time, with exclusive features such as song identification and opportunity to then click through to download music. Streaming episodes also allowed for greater brand integration. Old Navy, a major sponsor of the show (though an odd choice given that none of the show’s characters wear the brand), was able to gain a greater presence on the website by running spots during the streaming episodes.

The CW emphasizes that additional content such as contests, interviews and behind-the-scenes clips will continue to be available on the website.