• by Wayne Friedman , August 4, 2009

Pasadena, Calif. -- Three years in existence and with significant ratings gains this past season, CW is targeting even more growth from its young women viewers -- but not in the summer.

While bigger networks -- and cable networks -- start up new scripted and reality shows in the summer, CW says it will remain a fall-to-spring network when it comes to original programming.

"Just because the networks broadcast in the summer, it does not mean we have to," says Dawn Ostroff, president of entertainment for The CW, in speaking at the Television Critics Association meeting here.

Some critics note that CW ratings almost disappear in the summer period -- giving opportunity to some competitors. Ostroff says the summer gives its viewers a chance to catch up on series and episodes they didn't get to see in the regular season.

Instead, she notes that summer is a great period to ramp up marketing for its fall efforts, which start the season early. In that vein, for the upcoming season, CW will kick off new shows a couple of weeks before the broadcast year begins.

On Tuesday, Sept. 8, a new "Melrose Place" is set to premiere at 9 p.m. after the second-season start of the "90210."

"The Vampire Diaries," a new show about teenage vampires, will start up on Thursday September 10, in the 8 p.m. to 9 p.m. time slot. On Wednesday Sept. 16, "The Beautiful Life: TBL", a new show about young characters in the modeling world, premieres at 9 p.m. after the season premiere of "America's Next Top Model."

Some TV business writers have also complained that many CW shows strike a similar chord: rich young kids and their problems. Ostroff disagrees, noting that the "The Vampire Diaries" is really about young men and women in a smaller town. In addition, Ostroff characterizes a new mid-season show, "Life Unexpected," as "'Juno' meets 'Gilmore Girls.'"

Future business efforts for CW may revolve around young female fans dressing like characters in CW shows, such as the popular "Gossip Girl" and "90210." That phenomenon is creating new online retail businesses.

Ostroff also says CW research shows that many young women immediately buy clothes featured on CW shows after viewing. "Every designer wants to get on our shows because [their clothes] sell out when they appear on the CW," she says. "I don't think there is any network like that."

To this end, Ostroff says: "We are going to be doing another Style section online." She says CW will be setting up links with designers, or selling actual items on the CW site. Previously, CW had problems with fulfilling requests from online shoppers. "Some companies set up to do this aren't sophisticated enough yet."