At the CW’s recent upfront the network announced CDW, “a digital in-house studio that will create short-form programs for digital streams including online, mobile and tablets,” as MediaPost reported. One of the projects includes a game show called, “Fandemonium,” to be the number one CW Facebook fan. Pinterest, GetGlue and Klout will also be leveraged as part of this competition. On the linear side, the network decided to launch it’s new programming in October to avoid the intense launches from the other networks. Did this have anything to do with social buzz that the network was tracking? Should social be considered when a network plans their linear schedule?
“We’re not scheduling our shows based on social media, but we certainly look at the popularity of our shows streaming online and their popularity on social media as part of how we measure their success,” Rick Haskins EVP of Marketing and Digital Programs for The CW told Lost Remote. “Launching in October lets us premiere our shows after most fall premieres and also will let us run through to December without long stretches of reruns,” he continued.
The tight schedule without long stretches of reruns with also allow the network to hold onto their digitally charged fans and demographic that doesn’t have patience to wait long periods of time for their favorite shows to come back . The social web among others things, has proven short attention spans. Knowing that a show will be returning each week, will allow the fan base to boil without scheduling or DVR confusion.