The WB has started its third consecutive fall broadcast season with significant overall prime-time ratings declines, causing some concern among media buyers, but still not enough in their minds to threaten the long-term advertising viability of the network.

There are early red flags though. Through the first four weeks, the WB’s top-rated, but aging drama 7th Heaven has lost 1.3 million viewers from the same period last season, with its median age growing three years to 40.3. Another veteran drama, Charmed, is down 13 percent in the 18-49 demo, and its Friday night comedies are all down significantly in the ratings, including Reba, which is down 1.1 million viewers. The decision to move drama One Tree Hill to Wednesday at 8 from Tuesday at 9 has resulted in that show losing 1.8 million viewers over the same period last year.

But there are some positives. Veteran drama Gilmore Girls is performing on par with the same period last season, producing a solid 5.8 million viewers and a 2.5 18-49 rating, and moving Smallville from Wednesday at 8 to Thursday at 8 was accomplished with no loss of audience and gives the network a solid show on a night when ad rates are higher. In fact, last Thursday, Smallville set new WB records on the night in four demos and won its time period among all networks in three male demos.

The network also appears to have established a successful new drama with Supernatural on Tuesday nights at 9, with the show drawing a 2.3 18-49 rating and 5.2 million viewers.

David Janollari, WB entertainment president, said the recent shift of freshman Friday-night sitcom Twins to 9:30 from 8:30 was designed to nab more viewership leading out of Reba. Moving new drama Related in first-run to Monday night leading out of 7th Heaven was done for the same reason. Janollari said the goal is to be patient with these shows and try to grow their audiences. The WB did cancel new drama Just Legal after two episodes, but it skewed heavy among women 55-plus, not the audience the network is looking for.

But like the WB, UPN has also had some glitches this season. While new sitcom Everybody Hates Chris has succeeded on Thursday, new drama Sex, Love & Secrets is the lowest-rated scripted show in broadcast prime-time TV.

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