The CW Television Network (2006–present)



Background:
The CW is an American broadcast television network that is operated by The CW Network, LLC, a limited liability joint venture between CBS Corporation, the former owners of the United Paramount Network (UPN), and the Warner Bros. Entertainment division of Time Warner, former majority owner of The WB Television Network. The “CW” name is an abbreviation derived from the first letters of the names of its two parent corporations (CBS and Warner Bros.).

The network made its debut on September 18, 2006, after its two predecessors, UPN and The WB, respectively ceased independent operations on September 15 and 17 of that year. The CW’s first two nights of programming – on September 18 and 19, 2006 – consisted of reruns and launch-related specials. The CW marked its formal launch date on September 20, 2006, with the two-hour premiere of the seventh cycle of America’s Next Top Model. As of 2008, the network’s programming lineup was intended to appeal mainly to women between the ages of 18 and 34, although starting in 2011 the network increased in programming that appeal to men. The network currently runs programming six days a week: airing Monday through Fridays in the afternoon and in prime time, along with a Saturday morning live-action educational programming block produced by Litton Entertainment called One Magnificent Morning.

The CW is also available in Canada on cable, satellite and IPTV providers through stations owned-and-operated by CBS Corporation and affiliates that are located within proximity to the Canada–United States border (whose broadcasts of CW shows are subject to simultaneous substitution laws imposed by the Canadian Radio-television and Telecommunications Commission, if a Canadian network holds the broadcast rights); it is also available through two affiliates owned by Tribune Media that are classified in that country as superstations – New York City affiliate WPIX and Los Angeles affiliate KTLA.

The CW is also available in Mexico through affiliates located near the Mexico–U.S. border (such as XETV-TDT/Tijuana-San Diego, KECY-DT3 in El Centro, California, KVIA-DT2 in El Paso, and KCWT-CD and simulcasters KFXV-LD2 and KNVO-DT4 in McAllen–Brownsville, Texas) on pay television providers. In both countries, some CW affiliates are receivable over-the-air in border areas depending on the station’s signal coverage.

Logo:
The logo and identity for The CW were created by Troika Design Group. The new logo was presented in May 2006, and The CW launched in September 2006. The logo, which consists of the letter “C” and “W” connected to one another, has drawn comparisons to the logo for Time Warner-owned CNN, though the logo also closely resembles the logotype used by Subway Restaurants from 1968 to 2002.

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