Organizational Behavior, Third Edition

Chapter 10. Decision Making by Individuals and Groups

Exploring Behavior in Action: Dawn Ostroff's Decision Making at the CW Television Network

As president of the new CW Television Network, Dawn Ostroff faced many challenges in the spring of 2006. Chief among these was programming the lineup of shows for the network's first season. One issue making this a difficult task was the newness of the operation. Recently created through a combination of the WB network and UPN, the combined entity had no viewer base. What mix of existing shows versus exciting new shows would draw former WB and UPN viewers? What mix of shows would motivate former WB and UPN viewers to find and watch the new network? In some markets, WB viewers would need to find the old UPN station. In other markets, UPN viewers would need to find the old WB station. In still other markets, both WB and UPN viewers would need to find a completely new station carrying CW.

A second issue was the reduction in primetime hours available. The combination of WB and UPN had resulted in a shift from 23 centrally scheduled prime-time hours to 13 centrally scheduled hours. Which existing shows should be cut? With a lineup of shows such as America's Next Top Model (UPN), WWE Smackdown (UPN), Veronica Mars (UPN), Gilmore Girls (WB), Reba (WB), Smallville (WB), and One Tree Hill (WB), this issue was noteworthy.

Ostroff attacked the programming task with her usual zeal. As an individual, she considered a number of factors, such as the importance ...