Media Buyers Praise UPN, WB Merger

Media buyers are lauding the merging of financially struggling broadcast networks UPN and the WB into the new CW Network, but also cautioned the new partners to stay grounded as far as what they plan to charge for advertising in the new venture. Cherry-picking the best programming from both networks for one schedule doesn't mean cost-per-thousand rates should skyrocket, they warned.

With the proposed network's pre-upfront development meeting with agencies and the ad community just six weeks away, buyers believe it will be imperative that CW's executives project a clear picture of any new program development. They'll also want a clearer sense of which specific personnel from each of the former networks will be involved with the new net. "The development meetings in March will be more key than usual," said Steve Grubbs, CEO of PHD. "They will need to be ready to show us that we can believe in their new leadership and prove to us that their programming concepts have potential."