CW Entertainment President Dawn Ostroff touted the network’s online sales initiative introduced at this year’s upfront market where the CW sold both airings of its shows on TV as well as online streaming with full commercial load. “We’re no longer looking at digital pennies, we have achieved digital dollars,” Ostroff said. The new initiative accounts for young viewers who watch shows online, something traditional ratings don’t reflect, she said. “The days of waking up and looking at the overnight ratings are gone, especially for the younger demographic,” she said.
Ostroff is now the longest-running sitting broadcast entertainment president, having been in the job for 9 years (at CW and predecessor UPN). She was asked about Steve McPherson’s recent departure from ABC. “I wish him all the best,” she said. “I always say these jobs are rented chairs. I’ve been sitting here for 9 years, having seen a lot of people come and go. Unfortunately for us, it’s not that unusual.” (more…)