Station to Station

A network’s success depends on a combination of programming, promotion, distribution and management strength. Here’s how the battle is shaping up between UPN and WB to build a profitable fifth broadcast network.

PROGRAMMING

UPN’s ratings are slightly better than WB’s, but neither company attracts many more viewers than a cable service does. WB’s prime-time ratings last season improved by 8%, compared with a 3% ratings rise for UPN, despite the “Star Trek: Voyager” series that gave UPN a head start. Both networks are appealing to a young, urban audience, with such shows as “Moesha” on UPN and “The Wayans Bros.” on WB.

A tossup.

MANAGEMENT

The three-month search for a replacement for UPN’s outgoing chief executive, Lucie Salhany, has raised uncertainties about who is in charge and has led several affiliates to question whether the network’s ownership structure--a 50-50 partnership between Chris-Craft Industries and Viacom--is slowing decision-making. WB’s management group, led by Jamie Kellner, is credited with building Fox in its formative years. Though WB is also a partnership--Tribune Broadcasting and Time Warner--the entertainment giant has 75% control.

Edge to WB.

DISTRIBUTION

UPN has a much stronger affiliate base, but WB won a round last month by luring five UPN stations owned by Sinclair Broadcasting Group to the network.

WB relies on Tribune’s WGN superstation to transmit its signal to 13% of the country, and many WB affiliates say their ratings are hurt because they must compete against WGN on cable in their markets.

Edge to UPN.

PROMOTION

Advertisers and affiliates say WB is out front, using Michigan J. Frog as its mascot to position itself as a family-oriented network. UPN has catchy graphics and music, but a brand that is less distinct.

Edge to WB.