• by Paul Gough , February 25, 2003

The February sweeps finds The WB showing more than 30% increases in its key demos of 12-34 and 18-34 among successes that the network’s executives say has been with mostly scripted programming and no sweeps stunts.

Entertainment President Jordan Levin said The WB had the highest percentage of scripted programming – 79% -- at the same time having the lowest median audience age that reality programming is purportedly targeting.

“I would argue that we’ve been able to do it in a way that means something to our audience and our advertisers,” Levin said.

He said the health and viability of the network – based on continued growth in ratings and CPM – will rest with scripted programming and not the reality-based programming that has lifted other networks.

He pointed to the success of Smallville, Everwood (which went up against Joe Millionaire) and Gilmore Girls (which competed against American Idol), among other programs.

The WB has dabbled in unscripted programs with two previous programs, High School Reunion and Surreal Life, and plans what Levin calls “an aggressive” schedule of summer reality shows.

“We do consider them stunts. They are short-term at best,” he said.

Jed Petrick, president/COO of The WB, said that with reality shows, some hit and some miss and there are plenty of questions on what will be there in the schedule. With scripted programs, there’s a chance to build confidence among the audience and advertisers.

“Week in and week out, we know the Gilmore Girls are going to be there, and so do our sponsors,” Petrick said.

Levin believed The WB’s strategy would lead to premiums in the long term and stability in the schedule.

“There’s no doubt it’s tempting [reality programming] … You have to show restraint. … I love watching it, but you watch reality from a distance, with a bit of judgment. You’re not engaged inside the heads of these characters as you are with scripted shows,” he said.

He said that The WB and Fox are the only networks to show growth over two years of sweeps and that it wasn’t an accident that they were the networks serving disenfranchised viewers. He applauded Fox for its success and said it had an impact on The WB.

“The more they go into reality, the more they push themselves away from where we are and what we’re going to do. … The key way to define our brand is scripted series,” Levin said.