CW is promoting the heck out of "Gossip Girl" and "Beverly Hills, 90210," even as media buyers and a prominent affiliate make preparations in case the channel is canceled.
Executives at
Tribune Co., which operates 13 CW affiliates, told lenders recently they had "very solid backup plans" in case the CW doesn't fare well this season and have started to downplay the CW brand in
some markets, promoting local TV station brands instead. Randy Michaels, Tribune's COO, says that should the CW's hopes dim, "We can put on better programming with a more profitable business model."
Other warning signs: CW turned over its Sunday nights to a third-party programmer and has taken several weeks to replace Bill Morningstar, its longtime head of ad sales.
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