Kids In Expensive Clothes: The CW Finds Secret To Success

11/25/2008 05:12 am ET | Updated May 25, 2011
  • New York Times

CW, the part-time television network that a year ago looked like much less than the sum of the two mini-networks from which it emerged, is offering a few indications this fall that it may have found a key to survival: high school kids in expensive clothes.

Thanks largely to the popularity that two teencentric shows, "Gossip Girl" and "90210," have forged with a young female audience, CW Network seems to have developed both a brand identity and some promising ratings in the first two months of the television season.

And not a moment too soon. Last year, as CW executives contemplated week after week of bad numbers, both in revenues and ratings, they found themselves choking on incongruity. How could they have one of the most talked-about shows on television in "Gossip Girl" and almost no viewers to show for it?

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