CW sticks with the young demo

May 20, 2010

katy perryThe CW network, the jointly owned venture of CBS and Warner Bros, was the last of the broadcasters to host its annual unveiling of new prime-time programming — otherwise known as the upfronts.  Judging from its programming schedule and slate of celebrity appearances, the folks at CW aren’t changing the formula of chasing young viewers.

Katy Perry was on hand at 11:00  this morning to kick off the program with two of her songs, “Hot N Cold” and “California Gurls” — which is going to be the CW anthem for its summer marketing campaign. Maybe it was the hour or the demographic, but audience members, many of whom were potential advertisers, sat during Perry’s performance. This  prompted her to admonish, “Is it too early for you to stand up on your feet and have some *!#$-ing  fun?” And then:  “Put your mother *!#$ hands up!”

With that, it was on the scheduling!

The CW introduced two new series. “Hellcats” is set to air on Wednesday nights at 9:00 p.m. EST right after “America’s Next Top Model” and stars Aly Michalka as  a pre-law student at a university located somewhere in the South. She lost her scholarship and turns to cheerleading when she learns the squad offers financial help. Ashley Tisdale of “High School Musical” is also in the show.

The other new show, “Nikita,” features the action film star Maggie Q who plays a former spy assassin for the U.S. who is trying to bring the secret organization down. Lots of scenes with Q fighting off various enemies in lingerie and bikinis — at least judging by the clip.

The network is also introducing two new reality shows, one airing this summer called “Plain Jane” about a stylist who goes around making over young women.  Midsummer, the CW will roll out something tentatively called “Shedding for the Wedding” that pits 10 overweight couples against each other to compete for the “wedding of their dreams.”

We also learned this morning at Madison Square Garden that this is  the 10th and final season of “Smallville.”

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