What does the merger of the WB and UPN channels into CW mean to the TV landscape? “This move makes a lot of business sense, and television was built on selling soap, so you couldn’t call it unexpected. The merger of two small networks into one small network (with a new name: the CW), may turn out to be that rarest of true cliches: a win-win. Not only for the bean counters, but for the viewers. Neither UPN or the WB is profitable.”