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The WeB lines up programs for its new small-market cable/broadcast service
There's new shelf space coming to town-small towns, that is.
The WB network's WeB project is preparing to bring the network to smaller markets. Starting Sept. 8, the WeB will carry The WB's regular prime time fare along with a full roster of syndicated programming to markets 101-210 via cable channels. Shows like The WB's Dawson's Creek and syndicated programs like The Love Connection will now be accessible to millions of viewers who might not otherwise get an opportunity to see them without a satellite dish.
The project brings together local cable operators and broadcasters in an unprecedented fashion.
In an arrangement similar to a leased management agreement (LMA), The WB has signed agreements with nearly 90 broadcast stations that will handle local ad sales and promotional duties. The affiliates are made 50-50 partners with The WB and arrange carriage on their local cable systems. The cable operators are being offered financial rewards "off the top" for good placement on their systems.
Many of the stations signed on are CBS, NBC and ABC affiliates in towns like Wausau, Wis., and Fargo, N.D. And in other smaller markets, The WB has signed deals directly with cable operators that will handle the promotional and sales tasks themselves.
"When we all got together three years ago to start The WB, it wasn't more than the first day before we said, `How are...