A few years ago, the broadcast networks finally woke up from their summer slumber and realized they'd ceded too much ground during the warmer months. Cable was winning the battle for the hearts and eyes of summer TV viewers by offering heavily promoted scripted fare — and the networks were mostly in rerun hell. "People got used to going away from the broadcasters in the summer," says The CW president Mark Pedowitz. "Now you're dealing with viewing patterns and trying to change them."

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