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CW is set to announce that it is turning over its Sunday-night air to Media Rights Capital, an independent company that finances TV programs and movies, according to people familiar with the situation.
The maneuver illustrates the difficult situation being faced by the fledgling network, which is jointly owned by Time Warner Inc. and CBS Corp. While CW reaches a consumer demographic that is notoriously hard to find — teens and young people — its ratings have been abysmal in its second full season on the air.
A CW spokesman declined to comment. A spokeswoman for Media Rights Capital was not able to offer an immediate comment.
As of May 4, the network’s rating among households have fallen 22%, while its ratings among audiences between the ages of 18 and 49 have tumbled 24%, according to research from Wachovia broadcasting analyst Marci Ryvicker.
While the network’s flagship program, “Gossip Girl,” has generated a lot of buzz, and its ad executives have devised innovative experimental formats for broadcast TV, ratings have remained lackluster.
In a telling move, CW announced it would take the last five episodes of this season’s run of “Gossip Girl” off the web, and not allow consumers to stream it. Instead, it is running promotions designed to entice fans to watch the episodes on TV first and foremost.
CW was already airing repeats on Sunday nights, so turning the time over to an independent firm might generate new viewership. What remains unclear, however, is how Media Rights Capital would present its ideas for Sunday night to advertisers.
With just days left before its upfront presentation next Tuesday evening, the network is expected to pitch itself as a great place to reach younger viewers, particularly female ones. It’s not clear whether MRC would go after the same demographic, or something entirely different — or whether media buyers and advertisers would welcome its programming.

tvweek.com

I’ve always loved Dolly Parton. There’s the voice, the face, old and new (before all the plastic surgery it was beautiful, now it’s fascinating), the strength, the outlandish outfits, the glitz and the glamour, the cartoon body, invisible husband, rumoured affairs, intelligence, the giddy laugh like a yelping pup, and that bizarre mix of downright dirty talk and god-fearing wholesomeness.
And, of course, there are her songs. Like all the true country greats, Parton can sum up situations and emotions with brilliant economy. Take Jolene, one of her classics and a staple of any karaoke night. “Please don’t take him, just because you can,” the singer pleads to her rival in love, Jolene. Eight words, and you have everything - the desperation, the sense of inferiority, the appeal to Jolene’s better nature, or possibly even to her sense of sisterhood. Jolene is a beautifully crafted short story; one that could have been written by Carson McCullers. The song is a hymn to her rival’s beauty (the ivory skin, the flaming locks, the smile like a breath of spring), a humiliating confession (”He talks about you in his sleep/There’s nothing I can do to keep/From crying when he calls your name”) and, ultimately, a plea for compassion addressed straight to Jolene. At a first listening, the song may appear to be about a weak woman, but her honesty, her fighting spirit, the power of her love and her words make her anything but a victim.
Parton often turns traditional country on its head. The title and melancholia of I Will Always Love You suggests a woman clinging to her man, but, in fact, it’s about a woman walking away. She sings, “I will always love you”, not as a wail of grief but as parting solace to the weeping man she leaves behind. Typically, her songs, with their ecstatic crescendos, extol the positive - domestic idylls, the work ethic, God and self-assertion. She can be horribly saccharine, cheesy as Brie, but her powers of description are awesome. By the end of My Tennessee Mountain Home, you can see not only the junebugs and glowing fireflies, but you can hear the crickets and smell the honeysuckle of her childhood, too.

music.guardian.co.uk

Finally, someone is doing something about JuicyCampus.
After months of racy, insulting content on the college gossip Web site, someone is finally holding the site accountable for its reckless abandon in policing its posts.
The New Jersey attorney general’s office is investigating whether JuicyCampus violated state law through unconscionable commercial practices and misrepresentation to users, and has subpoenaed JuicyCampus’ leaders and the site’s former ad servers, AdBrite and Google’s AdSense.
The AdSense application was pulled by Google in February after it violated Google’s policy. And three weeks ago, after the Web site’s founder, Matt Ivester, said he didn’t foresee any issues with AdBrite, it pulled its ads from the site as well. See a pattern here?
If no company will endorse the site, it must have a problem.
Ivester said in a previous Skiff interview that it is the responsibility of users to create the discussion forums that they want.
"It’s a gossip Web site," Ivester said. "Don’t make it into a bigger deal than it is."
Maybe Ivester’s right. Maybe it isn’t a big deal that half the campus is "TCU’s biggest slut" and (insert random name here) is (insert dirty insult here).
However, the state of New Jersey thinks this is a big deal, and it plays for keeps.
Although Ivester claims that blocking offensive comments would not be a realistic goal, the site can pinpoint what university every post comes from. That is something the New Jersey attorney general’s office will want to investigate.
The Internet was created as a shared-communication tool, not an outlet for people to sit at their computers and make unwarranted comments which, in many other forums, would be considered libelous.
Go ahead, New Jersey, take this site to the cleaners. That’s juicy news.

tcudailyskiff.com