HOLLYWOOD — Two fledgling networks, both backed by powerful media forces, launched in January 1995, both vying for the dubious distinction of becoming the fifth-largest broadcast network behind ABC, CBS, NBC and Fox.
It was a fight to the death. After more than a decade of triumphs and misfires, massive financial losses and continuing struggles, both succumbed, replaced last year by the merger of the two, The CW. But despite their downfall, The WB and UPN left a lasting effect on popular culture and the TV landscape with landmark series such as “Buffy the Vampire Slayer” and “Gilmore Girls.”
The tale of the acrimonious and often comical rivalry between the networks is explored in “Season Finale: The Unexpected Rise and Fall of The WB and UPN,” by former WB executive Susanne Daniels and veteran entertainment journalist Cynthia Littleton. The book is both insider memoir – Daniels’ chronicle of being on the front lines of The WB’s launch – and a more objective account by Littleton of UPN’s highs and lows.
In “Season Finale,” the professional ambitions of the executives from both networks trying to reach a youthful, underserved viewership are interspersed with juicy anecdotes behind hits (“Buffy,” “7th Heaven,” “Star Trek: Voyager” and “Felicity”) and misses (“The Secret Diary of Desmond Pfeiffer,” “Birds of Prey,” “Kevin Hill”).
“Our motivation was to document a moment in media history that will never happen again,” said Littleton, deputy editor of news development at Variety, noting the growing influence of vertical integration, cable networks and the Internet. “A lot of the shows were signature shows of their era. Their legacy is greater than their audience.”
Added Daniels, now the entertainment president of Lifetime Television: “There’s no denying that both networks changed the face of television.”
In the process, egos clashed, reputations were bruised, stars were made. Sarah Michelle Gellar almost became a supporting cast member of “Buffy” instead of the star. Keri Russell’s untimely cutting of her trademark curly locks hurt the popularity of “Felicity.”
The book is coming out in the wake of the first anniversary of The CW, which is struggling in the ratings. New shows such as “Reaper,” “Aliens in America” and “Gossip Girl” have been praised by critics, but have failed to find a mass audience.
With a few exceptions, the book doesn’t pull back the curtain entirely to unveil personal failures or shortcomings.
Several executives involved in the networks still work in the industry, some in powerful positions.
“This book was not supposed to be something like ‘(You’ll) Never Eat Lunch in This Town Again,”‘ Daniels said, referring to the late film producer Julia Phillips’ 1990 memoir of her Hollywood crash-and-burn.
“I still have enormous respect for all these people and what they all accomplished,” Daniels said. “I wanted to pursue this with journalistic integrity. We didn’t set out to hurt anybody.”
