We all know that CW is a terrible name for the new network that will combine programming from WB and UPN. There have even been reports that co-owners CBS and Time Warner could change it before next season.
That's why the Biz is here to help. Before they pay hundreds of thousands of dollars in fees to a branding consultant, they should try this: the DuMont Network.
As readers who've spent hours in the bathroom with The Complete Directory to Prime Time Network and Cable TV Shows already know, DuMont was the original "fourth network" that was in business from 1948 to 1956. With no radio network from which to draw for talent or shows, DuMont was the first TV network to create its own stars (just like WB was doing in happier times). It was where Jackie Gleason did his first Honeymooners skit. It introduced America to the comic genius of Ernie Kovacs. Such a heritage would play great with the many nostalgia-loving TV critics out there.