NEW ORLEANS -- On the eve of the netlet's launch of a fourth night of programming, WB CEO Jamie Kellner addressed a largely upbeat affiliate body and went on the attack against rival UPN by detailing the advances of the WB's small-market cable distribution plan.
"This network today has the feeling of coming to life," Kellner told Daily Variety shortly before the meeting Tuesday. "Everything's going up."
The WB's new lineup of "Buffy the Vampire Slayer" followed by "Dawson's Creek" debuted Tuesday night, and just hours before that debut, Kellner repeated his oft-stated prophesy that only five networks will survive.
"The fact is, there's only going to be one of these (netlets), and I'm not going to lose," he said.
In keeping with that pledge, Kellner is launching a major offensive to woo UPN affiliates to the WB. To turn up the heat, WB in the next 60 days is planning to expand localized cable distribution, called WeB, into top-100 markets where the WB has no affiliates and no broadcast stations are available.
Kellner is hoping that the threat of an additional competitor in markets such as West Palm Beach, Memphis and Honolulu, will convince UPN affils to jump to the WB.
"We were waiting, because we wanted broadcasters to get on the right horse," Kellner said. "But we're going to start moving. If you're the fifth station, the last thing you're going to want is a sixth station in your market."
Meanwhile, the WeB made its first purchases of syndicated programming Tuesday from suppliers other than Warner Bros.
Among the shows purchased by WeB chief Russ Myerson and his programming VP Lynn Stepanian were "Beast Wars" and "Lion Hearts" from Claster TV, "Jumanji" and "The Mask" from Bohbot, and "Peer Pressure" and "Click" from Kelly News and Entertainment.
The WeB now has station partners in 93 of the 110 smallest markets and 50% cable clearance in those markets.
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