• by Wayne Friedman , Staff Writer, April 21, 2008

The original threat of the Internet to TV networks may not be just gossip that more people watching a streaming or download of a TV episode would hurt traditional TV ratings.

In virtually every bit of research so far, TV network researchers will tell you that's not the case -- that online exposure of TV shows only helps drive back viewers to the traditional TV airwaves, acting as a marketing tool.

But CW is seeing something different. And, in contrast to virtually every other network's Internet programming effort, CW won't be streaming the first five episodes of the new season of "Gossip Girl."

The young-skewing show is seemingly too popular on the Internet, and CW doesn't want to mess around with what brings in the real money -- national TV advertising dollars. "Gossip Girl" is one of the few highlights of the network, which has had some ratings challenges this season.

What does this say? That perhaps Internet streaming turns into real problems with specific demographics or shows.

Entertainment marketers always worry about actors, shows or other entertainment brands that can be "overexposed." This isn't the case with "Gossip Girl" at the moment. If it were, its ratings would be much higher.

Hot teen shows of the past might have had a different outcome were they available widely on the Net. Would "Dawson's Creek" or "Buffy" have gone through the same issues?

CW hasn't revealed any specific evidence of Internet erosion -- which, in any case, probably isn't coming from free advertising-supported streaming episodes or iTunes downloads alone. Maybe there's a bigger problem through earlier illegal streaming of "Gossip Girl" shows.

CW says it's experimenting with pulling back. So let's hit the laboratory and the white coats. Maybe a new TV elixir will be the result. Hopefully, the lack of streaming on "Gossip Girl" won't do the reverse and yield lower traditional TV ratings.

That would be a big TV laboratory kaboom .