When Mark Pedowitz joined the CW as president in 2011, he set about drawing more male viewers to the female-skewing broadcaster — and found success with superhero action series such as “The Flash” and “Arrow.” Now, with its upcoming “Dynasty” reboot and the launch last season of Archie Comics-inspired soap “Riverdale,” the network is looking to reinforce its hold on female viewers.
Pedowitz was “not going to say no” to the pitch for a “Dynasty” reboot from Josh Schwartz, Stephanie Savage, and Sallie Patrick, he said Wednesday at the Television Critics Association press tour, especially with two long-running female-skewing dramas set to end after the coming season.
“We’re losing ‘Vampire Diaries,’ we’re losing ‘Reign,‘” Pedowitz said. “We want to keep more women watching us. ‘Dynasty’ and ‘Riverdale’ does that.”
Speaking to reporters after his executive session, Pedowitz elaborated on his efforts to keep the network’s audience balanced.
“When I got here, we were 70% female to 30% male,” he said. “We’re now 50-50.” He added, “I think the better mix is 55-45, female to male. So we’re trying to bring more women back to us.”
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