CW channeling exec pair

Net taps Cardinal, Mater

By MICHAEL SCHNEIDER

The CW has firmed up two more of its senior positions, recruiting research exec Eric Cardinal from UPN and broadcast standards czar Rick Mater from the WB.

Cardinal will serve as senior VP of research for the upstart netlet, while Mater is aboard as senior VP of broadcast standards.

Cardinal will be in charge of all research functions for the CW, including planning, development and analysis for audience, program, market and technical info. He reports to CW entertainment prexy Dawn Ostroff.

Mater will oversee broadcast standards for the CW, monitoring primetime, afternoon and Kids' WB content, as well as on-air promos, commercial clearance and development projects. He'll report to CW chief operating officer John Maatta.

Cardinal had been senior VP of research at UPN since July 1999. Before that, he spent 20 years at NBC, working his way up to VP of program research.

"His valuable insight and keen understanding of audience behavior and viewing patterns will be of the highest importance as we create the ultimate entertainment destination for adults 18-34," Ostroff said.

As for Mater, exec had previously served as senior VP of broadcast standards at the Frog, joining the net upon its launch in 1995. Before that, he was a program standards exec at NBC, CBS and ABC.

"Rick will collaborate with producers to actualize their creative visions, while doing what is necessary to insure that our programming falls within the norms expected of a major broadcast network," Maatta said.