"In a strategic reversal, the CW television network said it would no
longer offer free Internet streams of new episodes of "Gossip Girl"
when the show returns to the air Monday.
Instead, CW wants young fans to watch the drama about privileged preppies the old school way -- on TV.
The move is designed to boost ratings for the program, which has
developed a loyal online following but has failed to attract a sizable
TV audience. The show's average of 2.5 million viewers has not been
enough to lift CW out of the ratings cellar or staunch its financial
losses...
'...This is an experiment to see if we can help move the needle,' said Paul McGuire, a CW spokesman.
The flip comes despite the fact that "Gossip Girl" appeals to 18- to
34-year-olds who are comfortable watching entertainment online. The
Internet is integral to the plot, which features an anonymous blogger
who rats out the salacious private lives of the characters.
"Gossip Girl" is among the top shows downloaded from Apple Inc.'s
iTunes store and has been among the most popular streams on CW's site.
'This just shows that everyone is struggling with the model to see what
is going to work on the Internet,' said Deana Myers, a television
analyst at research firm SNL Kagan. 'The Internet community is what has
saved that show...'
...The network will try to serve the Internet audience by adding
two-minute recaps and behind-the-scenes video nuggets on its website...
...Although CW might be taking a 'myopic view,' Hanlon said, 'it could be
a noble experiment to see whether limiting the manner of distribution
will increase the television ratings. But it could also annoy the
audience.'"
Read the full article here.
"Ed Price, who covers the New York Yankees for New Jersey’s The Star Ledger, noticed that there’s an odd sign in the dugout of the White Sox’s stadium: "NO BOTTLED WATER ON THE BENCH." (Even in the humid Chicago summers!)
