Catching a CW Breath

Some days are busy... and then some days, two broadcast networks decide to throw in the towel and merge. That's a hectic day.

I'm saddened to see one less network exist after September, and that both the WB -- which once upon a time boasted a real, identifiable brand -- and UPN, which had finally found its calling, will disappear. (Here's our comprehensive report in Variety. We also wrote up sidebars on the merger's impact on affiliates and the reaction in the creative community.

It'll be interesting to watch in the coming weeks as we see how the WB and UPN slowly fade away (expect KCOP to stop branding itself as "UPN13" rather quickly) and just what News Corp. does with its UPN affiliates, including Channel 13. Could we see a return to the "Very Independent" slogan and philosophy the station had prior to UPN? Will we see more Lauren Sanchez?

Another thing: "The CW" ? There's still gotta be a better name. Here's one idea: XBC. It sends a message: This ain't your parent's moldy network. It's XBC! (OK, it's terrible. What would you name a new, young skewing TV network?)