IS THE CW D.O.A.?

All is not well in the house of Dawn.

The network that had been conceived last winter as 'creme de la creme' of its two deceased predecessors has come to a startling realization that the original idea of cherry-picking aging (sagging) hits and dropping some higher quality choices in the process may not be sufficient to run a successful media business after all.

Two weeks into their first season, The CW are making some major changes, flip-flopping their Monday and Sunday line-ups. Will the black comedy night do better on Mondays where it used to be on UPN? And will the 11th year of the fluffy morality play 7th Heaven and the new Donnie Wahlberg drama about a man and his family on the run do better against CBS's The Amazing Race, NBC's football, FOX's The Simpsons and ABC's Desperate Housewives?

One thing is certain. Although Friday's wrestling and Wednesday's America's Next Top Model are doing quite well, The CW has generally not been able to match the ratings of the two netlets, let alone exceed them.

In addition to scheduling changes, the network will look at the results of respective markets and make some additional promotional efforts to establish itself. Viewer confusion over where to find The CW may have also led to its initial lackluster performance.

"The Search for The Next Pussycat Doll" reality contest as well as a new drama called "Hidden Palms" from the Dawson Creek creator Kevin Williamson may generate some positive buzz that the CW will need in the coming weeks desperately.