WB television network
The WB television network, founded on January 11, 1995, by Time Warner, Tribune, and Jamie Kellner, aimed to address the needs of underrepresented audiences in the television landscape. Its early programming primarily featured sitcoms, with a significant focus on African American culture. The network's accessible reach, covering 83 percent of American households, allowed it to compete effectively with its rival UPN. Over the years, the WB became known for iconic shows, including "Buffy the Vampire Slayer" and "Dawson's Creek," which attracted significant teenage viewership and increased advertising revenue. The network also launched the successful children's programming block, Kids' WB, showcasing hits like "Tiny Toon Adventures" and "Animaniacs." Despite its initial successes, the WB faced challenges and ultimately ceased operations on September 17, 2006, merging with UPN to form The CW. Throughout its run, the WB was recognized for producing quality shows that resonated with both African American and teenage audiences while helping to launch the careers of many young stars in Hollywood.
WB television network
Identification Network television station
Date Aired 1995-2006
The WB competed with UPN to be the fifth television network during the 1990’s.
The WB, founded by Time Warner, Tribune, and Jamie Kellner, capitalized on changing Federal Communications Commission (FCC) regulations concerning television ownership. Kellner, hoping to launch a network aimed at underrepresented audiences, encouraged station owners to join the WB by offering profit-sharing schemes, a television first.
Originally designed to compete with UPN, the WB actually premiered earlier, on January 11, 1995, only offering programming on Wednesday nights. However, being available to 83 percent of American households made the WB network more accessible than UPN. Of the first six shows, all sitcoms, four were aimed at African Americans; three of these and one other were renewed. About nine months into the season, Sunday programming was added, but none of these shows survived. Also in 1995, the lucrative children’s programming block Kids’ WB was started, with Tiny Toon Adventures and Animaniacs. For the 1996-1997 season, Monday nights were included and the first major success, 7th Heaven, which would become the longest-running family drama, premiered, as did The Steve Harvey Show and The Jamie Foxx Show.
The WB’s greatest success began on March 10, 1997, with Buffy the Vampire Slayer. An instant critical hit, it was also responsible for a 32 percent increase in teen viewers, male and female, leading to higher advertising revenues. This success was re-created beginning January 20, 1998, with the launch of Dawson’s Creek, which earned the highest ratings in WB history. Kellner’s ingenious marketing strategy worked once again in a deal that allowed Dawson’s Creek to use popular music in return for a commercial spot at the end of the show in lieu of paying full royalties. The show’s theme song, “I Don’t Want to Wait,” was a Warner Bros. property, increasing revenues for the parent company.
Also in 1998, 7th Heaven achieved an 81 percent increase in viewership and Pokémon was added to Kid’s WB. Trying to appeal to the teenage girl audience who loved the strong Buffy character, Kellner ordered two new shows featuring powerful young women as the leads, Felicity and Charmed, and began Thursday night broadcasting.
In 1999-2000, adding Friday nights to its lineup with Roswell and Angel, the WB was the only network to gain viewers that year. In 2001, Gilmore Girls; Sabrina, the Teenage Witch; Smallville; and Everwood continued the WB’s success, which continued through 2003, when its slump began. It quit broadcasting on September 17, 2006, merging with UPN to become the CW.
Impact
The WB successfully targeted African American and teenage viewers. It also produced quality, well-written shows for the teenage demographic. Between 1995 and 2003 it syndicated more shows than any other network and jump-started the careers of many young Hollywood stars. In 2008, it created the first Internet network Web site, allowing free viewing of all WB shows.
Bibliography
Daniels, Susanne, and Cynthia Littleton. Season Finale: The Unexpected Rise and Fall of the WB and UPN. New York: HarperCollins, 2007.
Stepakoff, Jeffrey. Billion-Dollar Kiss: The Kiss That Saved “Dawson’s Creek” and Other Adventures in TV Writing. New York: Gotham Books, 2007.