• Adweek, Wednesday, February 1, 2006 11 AM

Media buyers, having digested and analyzed the known details of the UPN-WB merger, are generally applauding the deal, but they caution executives of the new combined entity that they could undermine the CW Network if they get too aggressive about ad pricing.  Noting that the numbers for the 18-49 demo on The CW's top five shows could rise to a 2.0 rating--better than those programs were able to earn on their own at UPN and The WB--Starcom research director Samm Armando told Adweek, "You will have a network schedule with less water and more scotch.  But advertisers will have to pay more. [CW execs will] hurt themselves by setting their prices too high. If they do that, Fox or cable will become a viable alternative."  Additionally, some agencies, mindful of UPN's strong traditional appeal to African-Americans, said they hoped the new network would not lose its emphasis on black programming. Les Moonves, president of CBS Corp., has said the new network will maintain its "ongoing commitment to our diverse audience," a signal that African-Americans will be targeted by The CW.

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