The CW Merger

Consider the math: UPN programs 10 prime-time network hours and WB programs 13. Under the new model, 10 hours -- or about 43% -- will disappear. But the remaining programming hours will be stronger. Additionally, the several former UPN and WB affiliates that aren't carrying CW will replace those prime-time network lineups with other programming likely to have a broader appeal than the narrowly focused UPN and WB might have had.

"This should produce better product and better ratings," said Jason Maltby, president and co-executive director-national broadcast, MindShare. "If any of them had inefficiencies, it's because they had good shows and underperforming shows."

And the ratings points that aren't recouped aren't disappearing, just shifting to syndication, cable or, perhaps, online.

"We all plan holistically," said Bill McOwen, MPG's exec VP-director of national broadcast. "You're looking for a certain demo and they can be