The CW Takes a 3-D Approach to OMG TV

A hologram version of The CW’s Entertainment President Dawn Ostroff welcomed guests to the network’s Upfront presentation Tuesday night at The Tent at Lincoln Center. The 3-D Ostroff declared that The CW was taking a 3-D (Demographic, Desirable, Destination) approach which she described as adding up to OMG TV.

From the green apple martinis being served by green-haired cocktail waitresses to the performance by Maroon 5, it was clear that The CW has a clear objective to target women 18 to 34 with programming that reflects a consistent tone and personality. The CW’s 2008-2009 primetime lineup features returning series as well as new, original programming organized in a schedule that was described by Ostroff as, for the first time ever, having flow throughout the week.

The media sensation Gossip Girl and One Tree Hill will stay at their respective 8 p.m. and 9 p.m. timeslots on Monday. Tuesday nights will feature two new, scripted series: 90210 and Surviving the Filthy Rich. Capitalizing on Generation Y’s nostalgia for the original 90210, the series will feature guest appearances by the original cast. Judging by the reception it received in the Tent, the series is sure to be a hit. Surviving the Filthy Rich is based on the book, How to Teach Filthy Rich Girls, which is published by Alloy Entertainment who also published the Gossip Girl book series.

America’s Next Top Model will stay at its 8 p.m. timeslot on Wednesday and will be followed by Stylista, an unscripted reality series which Ostroff described as The Devil Wears Prada as a reality show.

Thursday will remain as is with Smallville at 8 p.m. and Supernatural at 9 p.m. Smackdown is eliminated from Friday nights “because it just didn’t fit with the direction of our brand,” said Ostroff. Instead, Fridays will feature Everybody Hates Chris at 8 p.m. and The Game at 8:30 p.m. Ostroff noted that no other comedies are aired on broadcast television at that hour.

Ostroff also announced a new relationship with Media Rights Capital, an independent production studio, which will provide The CW with three hours of original, scripted programming for Sundays. MRC’s upcoming series were not previewed during the event.

“When you think of the CW, think the 3 D’s,” Ostroff instructed attendees. “We’ve made The CW a destination that caters to young women. Our series all have a consistent look and feel and we’ve got a schedule that flows. All of this combined means that this fall The CW is OMG TV! We have a lineup that fans will be texting about, talking about and most importantly, watching.”

I’d have to support Ostroff’s prediction because following the presentation, I did text and talk about the upcoming series to friends who also fall into the 18 to 34 demographic.

The casts of Gossip Girl, One Tree Hill, America's Next Top Model and 90210 were in attendance but unfortunately did not appear on stage. Instead, they were confined to roped-off areas like caged animals at the zoo. I suppose it was appropriate given The CW’s popular returning and upcoming series are all about the in-crowd and the outsiders who want in.

For additional Upfront Week coverage: Upfront 2008: Insights and Updates

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