Mark Pedowitz is staying put at the CW, signing a new multi-year contract to continue to serve as president of the network. The move assures long-term stability at the CW, which remains in negotiations for a new affiliate agreement with its top station group, Tribune, and is figuring out its future SVOD strategy as the deals with Netflix and Hulu are coming to an end.
Pedowitz, the respected former ABC Studios and ABC business affairs topper, joined the CW in April 2011, succeeding the network’s first programming president Dawn Ostroff. Since then, he has focused on broadening the network’s audience, bringing in more older and male viewers. He has boosted the CW viewership with a string of male-skewing DC series in Arrow, The Flash and Legends Of Tomorrow. They are the network’s three most-watched and highest-rated series in Live+7: The Flash (5.67 million viewers, 2.3 in 18-49), Legends of Tomorrow (4.00 million, 1.6) and Arrow (3.98 million, 1.6). The Flash ranks as the No. 1 show (broadcast or cable) in the Tuesday 8 PM hour this season among adults 18-34. The CW’s balance this season is 52% female-48% male, compared to 70% female-30% male in 2011.
Season to date, the CW’s ratings (0.8 in 18-49, 2.0 million viewers) are on par with last season. The network recently made a statement by renewing ALL 11 series currently on the air for next season.
Under Pedowitz, the CW — co-owned by Warner Bros. and CBS — broke into the awards circle with Golden Globe wins for the network’s Monday comedy series Jane The Virgin and Crazy Ex-Girlfriend.
While Monday is down year-to-year in the ratings, the network has improved Thursday with Legends and The 100, up 50% in total viewers and 30% in adults 18-49 first quarter 2016 vs. 2015; and Friday with The Vampire Diaries and The Originals, by 4% in total viewers and 14% in adults 18-49 vs. a year ago.