THE CW NAMES RICK HASKINS, EXECUTIVE VICE PRESIDENT, MARKETING AND BRAND STRATEGY
INDUSTRY VETERAN TO DIRECT MARKETING AND BRAND STRATEGY FOR FIFTH BROADCAST NETWORK
Rick Haskins has been named Executive Vice President, Marketing and Brand Strategy, The CW, the new fifth broadcast television network, a joint venture between Warner Bros. Entertainment and CBS Corporation scheduled to launch in the Fall of 2006. The announcement was made today by Dawn Ostroff, to whom Haskins will report. Ostroff will become The CW's President of Entertainment.
Haskins has enjoyed a 24-year career in marketing to both consumer and trade on Number One brands across a diverse field of industries. In his new capacity, Haskins will direct and oversee all phases of marketing for the new network, including brand management, on-air promotion, print media and new media initiatives. He will be responsible for constructing The CW brand and formulating a launch campaign for the network, while directing and managing a staff that will cover all areas of television marketing.
"Rick is the perfect executive to create a powerful new identity and brand for The CW, with a career trademarked by success and innovation," said Ostroff. "His work as a consultant to dominant companies like Microsoft and Intel gives him a unique perspective on marketing to a young, mass audience while keeping the brand top of mind. With Rick's unique marketing vision and execution, he helped catapult Lifetime to a leadership position among basic cable networks, a tremendous accomplishment in that ultra-competitive arena."
"Being involved with a new broadcast network is a once-in-a-lifetime opportunity," said Haskins. "In an environment where media consumers have so many choices, it's a very exciting time to break out a new brand and establish The CW's identity and corporate imagery. Backed by two powerful media giants like Warner Bros. and CBS, and working with so many established shows gives us a dynamic platform to launch new hit programming and become a major force on the TV landscape."
Prior to joining The CW, Haskins most recently served as Executive Vice President/General Manager for Lifetime Television. During his tenure at Lifetime, Haskins was an instrumental part of the team that helped the network become the highest-rated basic cable entity on television. In addition, Haskins overhauled and invigorated Lifetime's Internet presence, increasing the network's page views from 100,000 to over 2.2 million unique monthly visitors. Haskins elevated the network's "Television for Women" slogan to new heights after joining the company in 1999, making it one of the best-known brands in cable.
Previously, Haskins helmed his own marketing consulting company, The Haskins Group, from 1996-99. He held a variety of positions for The Walt Disney Company from 1988-96, including Vice President, Marketing, Buena Vista Television and Director of Development, Reality Programming, Buena Vista Television. During his eight-year stint there, he helped market such hits as "Regis and Kathie Lee," "Golden Girls" and "Home Improvement." From 1982-88, Haskins was a brand manager with Procter & Gamble in Cincinnati, overseeing premium packaged good brands like Crest and Vidal Sassoon hair care products.
A published author, Haskins co-wrote Brand Yourself in 2000. A graduate of Utah State University, Haskins has a bachelor of science in psychology.
As previously announced, the new CW Network will consist of a six-night, 13-hour primetime lineup including Monday through Friday nights from 8:00-10:00 PM (ET/PT); Sundays from 7:00-10:00 PM (ET/PT); Sunday from 5:00-7:00 PM (ET/PT) outside of prime time as well as a Monday-Friday afternoon block from 3:00-5:00 PM (ET/PT) and a five-hour Saturday morning animation block. Altogether, the network will program 30 hours a week over seven days.