The CW Signs A Streaming Deal With Netflix

Through Netflix, fans will soon be able to stream previous seasons of their favorite shows from The CW. Could this improve present-day ratings?

Here’s the press release about the arrangement.

October 13, 2011 — CBS Corporation and Warner Bros. Television Group announced today a licensing agreement with Netflix [Nasdaq: NFLX] allowing U.S. members of Netflix to instantly watch previous seasons of scripted series that air on The CW from its current schedule through the 2014-15 season.

As part of this four-year output deal, Netflix has licensed the rights to stream more than 700 hours of previous-season episodes of The CW’s young-skewing dramas as well as future programs. These rights extend for four years after each series, current or future, ends its broadcast run on the network. The CW content can also be made available via traditional syndication windows, electronic sell-through services and, on a partial-season basis, through authenticated cable providers.

Programming available to Netflix members will include the eight dramas on The CW’s Fall 2011 schedule, including new series “Ringer,” “Hart Of Dixie” and “The Secret Circle;” returning hits “The Vampire Diaries,” “Gossip Girl,” “90210,” “Supernatural,” “Nikita” and mid-season series, “One Tree Hill.”

Previous seasons of “The Vampire Diaries,” “Gossip Girl,” “One Tree Hill” and “Nikita” will be available to watch instantly on October 15, with previous seasons of “Supernatural” and “90210” beginning in January 2012. Episodes of all scripted series airing on The CW this broadcast season will premiere for Netflix members in Fall 2012. In addition, all episodes of future scripted series appearing on The CW through the 2014-15 season will be available to stream from Netflix through a commensurate window.

With this agreement, Netflix members can catch up on prior seasons of the network’s addictive serialized dramas streaming from Netflix as well as watch new episodes on The CW during their in-season broadcast.

“This is a forward-thinking agreement for a network whose programming occupies a unique space in the content marketplace,” said Leslie Moonves, President & Chief Executive Officer, CBS Corporation. “It is a model that opens a new door for The CW programming to expand its audience reach through the terrific Netflix service, and creates a brand-new window for CBS and Warner Bros. to be paid for the content we supply the network. It also further illustrates how new distribution systems are providing premium content suppliers with additive revenue streams while still preserving traditional monetization windows.”

“This proves once again the overriding importance of content in our business, while showing how emerging platforms such as Netflix are adding value to the traditional TV ecosystem,” said Barry Meyer, Chairman & CEO, Warner Bros. “And to open a new window like this for our television product strengthens the increasing value of our powerful, deep and growing portfolio.”

“We have long admired the CW’s ability to connect so passionately and directly with a very important and difficult to reach demographic,” said Ted Sarandos, Chief Content Officer at Netflix. “This is programming for the on-demand generation and we hope this agreement deepens the relationships viewers already have with these powerful entertainment brands.”

“This agreement is a clear example of why content creators and providers can and will grow stronger through technology partnerships tailored to the consumer,” said Bruce Rosenblum, President, Warner Bros. Television Group and Office of the President. “It extends our traditional syndication windows with a strong, additive revenue play perfect for serialized dramas, and portends even greater growth opportunities for our studio as we continue to explore and define the marketplace.”

“This deal works across multiple levels for us,” said Mark Pedowitz, President, The CW. “Not only will we be able to recruit new viewers for our shows through the powerful reach of Netflix, but it also makes The CW an even more attractive option to the creative community.”