'Supernatural' has delivered in a huge way for us, ... We expect the show to be a long-term player at The WB.

The Gilmore Girls season opener is much anticipated. We wanted to premiere Supernatural after (it), and we really wanted to jump-start our schedule with what is arguably our strongest night.

You have to scream really loud and really compel the audience to choose your show over the array of other shows being presented to them at the same time, ... You have to find nontraditional ways to reach the audience.

We are staying very focused on our 12-34 demographic. Twelve to 34 is and always will remain our core target.

We were looking to cast this young witch who is about her age. She was on the list of available actors. We loved her work on '8 Simple Rules.' She was interested. It was that simple. She's young and spunky and sassy, and she will give the show another voice.

Thursday isn't what it used to be back in the day when NBC had that incredible stronghold. I think we all believe there's more opportunity there if we get a little more aggressive about it.