Buyers Praise Merger Of Two Weaker Nets

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Media buyers are lauding the merging of financially struggling broadcast networks UPN and the WB into the new CW Network, but also cautioned the new partners to stay grounded as far as what they plan to charge for advertising in the new venture. Cherry-picking the best programming from both networks for one schedule doesn’t mean cost-per-thousand rates should skyrocket, they warned.

With the proposed network’s pre-upfront development meeting with agencies and the ad community just six weeks away, buyers believe it will be imperative that CW’s executives project a clear picture of any new program development.

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