The CW Television Network

First it was the United Paramount Network (UPN) and The WB Television Network (WB), two mini-networks run by their respective studios that simply refused to become profit centers and established challengers to more traditional broadcast networks.  In 1996, both networks combined to create The CW Television Network, and the result has been less than the two original networks had hoped.  Youth-oriented programming targeted to an audience that increasingly doesn’t watch traditional television and a challenging advertising market that has considerably declined since 2009 haven’t helped.

Now the folks in charge of the CW are resting a lot easier, all thanks to Netflix.  The movie streaming and rental service is reported to be signing an agreement worth upwards of $1 billion to access CW programming for its streaming service.

Les Moonves, chief executive of CBS Corp., which now co-owns the network with Warner Bros., couldn’t be happier.

“It essentially makes the CW a profitable enterprise,” Moonves said.

The Los Angeles Times reports:

Netflix is buying rights to repeats of current and future series on the network, and the longer the shows stay on the air and performs well, the more the subscription video company will pay for streaming rights.

For example, Netflix is paying in the neighborhood of $600,000 an episode for “Gossip Girl,” an established show, but will initially pay much less for newer or lower-rated CW programs, people familiar with the pact said. The window between when a new episode of a CW show appears on the network and then ends up on Netflix could be as long as a year.

Netflix has exclusive online subscription rerun rights to all episodes of all CW shows. However, CBS and Warner Bros. can still sell reruns to other outlets, including local television stations and cable networks.

Netflix is hurrying to sign new programming deals as it prepares to lose access to an important component of its streaming library — current movie titles that come courtesy of an expiring agreement with Starz.  Netflix said without renewing that agreement, it would spend heavily to try and find new programming to make up the difference.  The deal with the CW may be an example.