Culture 4 min read By Mason Emerson
Former CW Bosses Dawn Ostroff and Mark Pedowitz Reflect on the Network's First 20 Years
Dawn Ostroff and Mark Pedowitz, who led The CW through its formative years, look back at the secretive 2006 merger of The WB and UPN and the two decades that followed.
When Warner Bros. and CBS announced the merger of The WB and UPN on the morning of Jan. 24, 2006, the entertainment industry was caught off guard. There had been no rumors, no leaks, no hints that the two rival networks would combine to form The CW. The deal had been kept secret until the moment it was made public, a rare feat in Hollywood.
Dawn Ostroff, who served as entertainment president of UPN before becoming the first entertainment president of The CW, and Mark Pedowitz, who later ran the network for a decade, recently sat down to discuss the network's first 20 years. Their conversation offers a rare behind-the-scenes look at how The CW was built from the ashes of two struggling networks and how it managed to survive and evolve in a rapidly changing television landscape.
Ostroff recalled the shock that rippled through the industry when the merger was announced. «Even then there weren't many surprises that you could keep,» she said, noting that the secrecy surrounding the deal was almost as remarkable as the deal itself. The merger combined the programming slates of The WB, home to hits like Buffy the Vampire Slayer and Dawson's Creek, and UPN, which had found success with America's Next Top Model and Girlfriends. The new network launched in September 2006 with a mix of inherited shows and new programming aimed at young adults.
Pedowitz, who took over as president of The CW in 2011, steered the network through a period of significant transition. Under his leadership, The CW became known for its superhero programming, including the Arrowverse franchise, as well as critically acclaimed series like Jane the Virgin and Crazy Ex-Girlfriend. He also oversaw the network's expansion into streaming, striking a landmark deal with Netflix that brought its shows to a much wider audience.
Both executives reflected on the challenges of running a broadcast network in an era of fragmentation, when cable and streaming began to erode traditional viewership. They discussed the importance of branding, the difficulty of launching new hits, and the ways in which The CW carved out a distinct identity in a crowded marketplace. The network's focus on younger viewers and its willingness to take creative risks were key to its longevity, they said.
The conversation also touched on the changing nature of the television business, from the rise of social media to the impact of the pandemic on production. Ostroff and Pedowitz acknowledged that the industry has changed dramatically since 2006, but they expressed pride in what The CW accomplished over two decades. Their reflections serve as a reminder of how much the entertainment landscape has shifted and how one network managed to adapt and survive.
As The CW moves into its third decade, the legacy of its early leaders remains evident in its programming and its approach to storytelling. The network continues to target young audiences with a mix of genre shows, dramas, and reality fare, even as it navigates the challenges of a streaming-dominated world. For Ostroff and Pedowitz, the 20-year milestone is a chance to look back at what worked, what didn't, and what the future might hold.
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