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The CW has given the rest of its rookie dramas an extended stay.
For Secret Circle, the decision to pick up the back nine comes as no surprise, as the hourlong show — toplined by Life Unexpected alum Britt Robertson — is currently the net’s best-performing new drama, keeping intact Williamson’s block on Thursdays (Vampire Diaries at 8 p.m., Secret Circle at 9 p.m.).
In its first three weeks on air, Secret Circle has averaged 2.4 million total viewers and a 1.0 rating among adults 18-49. Notably, it shot up 11 percent in the younger 18-34 demo from the second to third week. Keeping Williamson happy is a factor, as Vampire Diaries remains the CW’s top series as it goes through its third season.
The same can be said for the Alabama-set Dixie, which stars Rachel Bilson, Scott Porter and Jaime King. With the pickup, the CW solidifies its Monday lineup, which features veteran soap Gossip Girl and Dixie, both executive produced by Schwartz and Stephanie Savage. Since its debut Sept. 26, Dixie has produced solid numbers for the younger-skewing network, averaging 1.9 million total viewers and a 0.8 rating among adults 18-49.
“We believe in the creative strength of these dramas, and by giving them back nine orders we can give our audience the chance to enjoy complete seasons of all three of them,” said Mark Pedowitz, president of the CW. “With compelling storylines, engaging characters and tremendous buzz, we firmly believe that Hart of Dixie, Ringer and The Secret Circle can become signature series for the CW, the kind of top-notch shows that are synonymous with our brand.”
With Secret Circle and Dixie earning their keep, the moves mark the CW’s latest effort in broadening its audience. Dixie follows the net’s venture into a show that leans toward the vein of a procedural with its weekly medical cases in comparison to heavily serialized dramas like Gossip Girl and Vampire Diaries. The CW is also making a bid to move into the comedy space.
Secret Circle and Dixie join fellow rookies Ringer, New Girl, 2 Broke Girls, Up All Night and Whitney as freshman series receiving full orders. Prime Suspect has received an order for six additional scripts.
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