Former Lifetime, UPN and CW programming exec Dawn Ostroff is now the president of Condé Nast Entertainment, responsible for a prospective 100 digital series. During an appearance Monday at the Interactive Advertising Bureau MIXX Conference portion of Advertising Week New York, she colorfully framed how the audience-fragmentation writing was on the wall during her time at The CW.
In meetings with Les Moonves, Ostroff remembered that her boss would ask how it was possible that a show like Gossip Girl, on the lips of everyone, could have such mediocre Nielsen ratings. Ostroff would struggle to reply since DVR, social and Internet metrics were in their infancy. But, as she told IAB president and CEO Randall Rothenberg on stage:
“While I was at The CW, we single-handedly watched them [18 to 34-year-old viewers] migrate away from television on to other platforms. Legally or illegally, unfortunately.”