A touch of (middle) class

Dean Valentine, new CEO of UPN, wants the network to be seen as speaking to Middle America, not just to urban audiences of young men looking for sexy women. He has already taken the first steps in October 1997 by yanking Head Over Heels, a sitcom about a Miami dating service. He had already recut UP...

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Bibliographic Details
Published in:Broadcasting & Cable 1997-10, Vol.127 (41), p.47
Main Author: Rice, Lynette
Format: Article
Language:English
Subjects:
Affiliates
Competition
Corporate profiles
Executives
Market strategy
Presidents
Television networks
Television programming
Television programs
Turnaround management
Valentine, Dean
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Summary:Dean Valentine, new CEO of UPN, wants the network to be seen as speaking to Middle America, not just to urban audiences of young men looking for sexy women. He has already taken the first steps in October 1997 by yanking Head Over Heels, a sitcom about a Miami dating service. He had already recut UPN's promotional spots to focus more on content and less on skin. His long-term strategy is to develop working-class shows like Home Improvement and Roseanne that offer something for everyone. Although UPN continues to outperform its rival, The WB, in the weekly ratings, the WB is gaining stability in its executive offices and garnering newfound critical acclaim for its shows. The competition between the 2 networks is sure to take on new meaning in January when 5 Sinclair stations - formerly UPN affiliates - officially defect to the WB.
ISSN:1068-6827