It’s “Worrying Wednesday” but the shows I’m pacing the floor about aren’t much different than last week. Besides, I didn’t even need to look at the Renew/Cancel Index to be worried about these results from Tuesday night:
Melrose Place (9pm)
- 1.383 million viewers
- 1.0/2 HH
- 0.7/2 A18-49
- 1.0/3 A18-34
- 1.3/4 W18-34The Game (10pm)
- 1.455 million viewers
- 1.0/2 HH
- 0.7/2 A18-49
- 1.4/4 W18-34The Game (10:30pm)
- 1.519 million viewers
- 1.0/2 HH
- 0.8/2 A18-49
- 1.4/4 W18-34hat tip to our friend “Travis Yanan“
So, a show that CW canceled is doing better in reruns on BET, even in the hallowed W18-34 demographic, than an original episode of Melrose Place on the CW.
Worry amongst yourselves….
are you serious? thats just pathetic
She should be worried.
She should start thinking about targeting male viewers for once, since females are more likely to watch a male oriented show than for males to watch a female oriented show.
My suggestion to her: Air sports. That will help the network in the long run.
CW was very stupid to cancel The Game.
Ha, that’s kinda awesome.
this woman has a job still how??
I love it! The Game was a solid performer and shouldn’t have been canceled in the first place.
Having said that, too bad about Melrose. I actually think the show is pretty decent.
Will this help those rumors of BET possibly reviving The Game? With the big launch of The MoNique Show, BET should seriously consider this as their time to dip into more original scripted programming.
BET picked up The Game for new episodes.
http://www.s2smagazine.com/entertainment/news/2009/1008/Exclusive-BET-picks-up-The-Game
this is so sad, they should have kept this show, and the last i checked, EHC was doing about the same on Nick at Nite as well
who is worse…. Dawn Ostroff or Ben Silverman?
Why can’t the CW start airing sports or something? i think that can help the network on the long run in ratings.
I call this poetic justice. If I’m remembering correctly didn’t Everybody Hates Chris get better ratings for TV land on its debut airing than it did on the CW.
I can only hope that if BET does air new episodes of the Game those episodes get better ratings than the CW.
CW’s ‘narrowcasting” was really a bad idea, yes it was okay if the 18-34 Women demo is prime target but it should not be the ONLY target since they are not a cable channel anyway. They should have worked out how to maximize their male-skewing shows (Smallville,Supernatural and formerly Reaper and Smackdown) and the African-American sitcoms rather than dumping them (save for Smallville and Supernatural). Plus they really need a show to appeal to a wider demographic, The WB had 7th Heaven, I know a lot of people was not a fan of that show but 7th Heaven. When they have those kind of shows it would help them gain more exposure in return more people will be aware of their other shows.
Oh well whining about CW’s decisions is getting tiresome haha. But for the record, I don’t want them to close shop eventually, I want them to rise but I think it will only happen when a new management takes over for that network.
If Melrose gets canceled before the season ends, is there any chance Smallville might be moved into it’s slotrather than the Friday night graveyard?
Seriously time for Dawn Ostroff to go but in answer to who’s worse her or Silverman, I’d have to say Silverman. When you consider how NBC dominated Thursday nights in the past with Friends, ER even Will and Grace to the endless number of terrible shows that now dominate the screen, he takes the biscuit… At least the CW is reaching most of its target audience and they actually have a hit in Vampire Diaries. Unfortunately NBC can’t say that at all…
Just a shot in the dark here, but I’m not sure that the prevalent reaction amongst this site’s readers will be to worry about this news.
In a slightly related question:
Have you given any consideration to “Celebratory Saturdays”?
That’s pretty bad being that BET doesn’t get that good of ratings…
What, me worry? Nah… laughing is more my reaction. In a way I hope they keep Dawn at the Crushed Weekly network so I can look forward to more laughs at their expense. I admit that is mean-spirited, but frankly, the way she and the rest of the alleged management allegedly runs that network invites ridicule. Seriously, when are the folks who hired her and the rest of the “management” going to finally realize that Dawn long ago found the iceberg and the ship has been going down since?
Two Words..Body Politic. Enuff said.
NBC was already fourth when Silverman took over, so all of it cannot be put on his shoulders. Plus he helped bring The Office to America, and he helped keep Friday Night Lights on the air. Cut the guy a break sometimes.
“this woman has a job still how??”
Someone on another blog put it in a better context than I can:
“network television is the only place where network execs fail upwards.”
My mistake. I just looked it up and Everybody Hates Chris had higher overall viewers when it premiered on Nick at Nite but it had slightly lower demo’s. Its still sad that reruns do better than new shows on the CW.
Robert, I am willing to bet Univision is also able of that feat on most nights.
And the previous list lacked intestinal fortitude. Let’s up the ante:
Hard Cancellation (Production halted)
Trauma
Three Rivers
V
Soft Cancellation (No backorder)
Eastwick
Forgotten
Hank
Dollhouse
Brothers
Partial Backorder
Accidentally on Purpose
Mercy
Community
Parks & Recreation
Melrose Place
Castle
Full (20+) Season
Chuck
Also I think the CW should consider picking up whatever NBC throws out this season. I tihnk Mercy, Trauma, and even P&R would be big hits on the CW if they were on that channel.
R.G. CW picking up the best one of NBC’s castoff’s might be a good idea but Dawn Ostroff doesn’t like good ideas.
I’ve never wanted someone whom I’ve never met to lose their job so badly before! I will never forgive her for cancelling Everwood, Reba, The Game, Everybody Hates Chris and for her newest F*** Up, killing her own networks previous #1 show- Smallville!
The CW was never a good network. But it had at least some shows. She came in and canceled all of them. UPN had a good niche – shows aimed at african americans and young males. WB had a good niche – shows aimed at women and teenagers. She destroyed 3 of those niches for no reason.
What was so bad about having a UPN-type of night with 4 mostly black sitcoms? What was so bad about pairing supernatural and smallville?
I can’t believe that many people actually want to watch old episodes of the awful The Game. Oh, well, different tastes and all….
I seriously don’t get how she still has a job. I don’t think even Ben Silverman could ruin a network as much as Dawn.
Time Warner and CBS need to fire Dawn ASAP. Seriously: going after just one demo is IDIOTIC.
Dollhouse on The CW next year, if FOX doesn’t pick it up. I think a Vampire Diaries/Dollhouse pairing could be the closest thing the network will get to a good Nielsen night.
That is FABULOUS. Thank you for this post! Made my night.
Dawn obviously doesn’t realize you can’t have a sucessfull network with remake tv shows, all their shows pretty much the same, and everything is targeted towards one target audience. When is Dawn gonna learn that a network needs variety!! What does she not understand?
Oh and hahaha. The Game beat Melrose Place and BET is in less homes than CW.
hahah wonder what Dawn is thinking.
Kevin, the numbers Dollhouse currently gets on a real network would be considered bad on CW. How would it suddenly be a winner on CW?
Dawn is Just retarded, SHe cancels everyshow that isnt about sex and drugs, I hope she doesnt have kids, if she does im sure they are brain dead, Im sure shes a crackhead. Veronica mars was one of the best shows ever. Amazingly acted and written, and she canceled it the first day she started she sucks, I hate her guts, I hope she kills herself. Shes racist and fat, How did she get her job. Ewww Im gonna be sick from that picture above, she looks like the leprechaun, Ughhh DIE DAWN DIE!!!
CW has this bad habit of targeting children and assuming children like to watch crap.
Please. Most young people would much prefer to watch CSI or Survivor or House a hundred other high quality shows than the crap that CW puts on.
IF they want to have a youth night then have a youth night otherwise they have GOT to start broadening the appeal of their network.
They need to take a big risk somewhere along the line. Pay some big name actor a ridiculous amount of money to do a season of a show filled with sex and violence then come back and tell me where the numbers are at.
She has pictures of somebody doing something very bad. What other rational explanation is there for her still having a job?
Who besides Dawn thinks the focus on only W18-34 is a good idea? Les Moonves?
Wait — is this a clever ploy by Nina Tassler –
“Sure, Dawnie. Focus on W18-34. Fabulous idea! Les will love it, I promise!”
jocor –
thats exactly what Dawn needs to realize. Young people don’t just like Teen Shows (which their ratings show) They like shows like House, Grey’s Anatomy, CSI, Desperate Housewives, NCIS. So, CW needs variety! Target everyone! not just young women cuz thats obviously not working
Wait –OMGosh, Julia — I wasn’t even thinking about that but wow — Dollhouse is so low in the ratings it would be a failure on the CW?
Fox will have to cancel it just out of embarrassment.
All I can say is WOW….I knew Melrose was doing bad, but I had no idea that it was getting beat by 2bit sitcom reruns on cable. It’s one thing if Friends repeats were beating it, but The Game? Dawn is truly a moron, and for the life of me I don’t know why she hasn’t been replaced yet.
This is quite amusing.
The CW should do a Veronica Mars TV movie. There isn’t enough need for a Box Office hit, but there is enough want for a ratings success on the CW. THINK DAWN, THINK!!!!
As I have always said. This woman is an idiot for real, I mean thats really embarrasing BET is a cable channel and the CW is just basic tv and it beat her beloved Melrose Place. But like Smallville and Supernatual she doesnt promote them right at all. She excludes them from press releases so she can promote the shows she likes. Add The Game to a hell of alot of shows Dawn the idiot didnt promote. Hell im still bitter about how she did no promos on Veronica Mars which lead to its demise. Fire this woman please CBS.
She should suffer for her stupidity
Never mind that the cancelled daytime soap “Guiding Light” attracted slightly more than 2 million viewers every day. How on earth do the economics work that Melrose Place can afford to hire Heather Locklear, yet attracts only about half the audience of a cancelled daytime soap. (I realize that demographics play a role to an extent, but these audience numbers are puny.)
What’s even more embarassing for The CW is when they got rid of Smackdown and as a syndicated show on a Friday Night at that and it got 3.7 million viewers on 10/2 that was more than any of their offerings that whole week.
The Game is a huge beast BET as it reruns very well for them so this isn’t a surprise but it is a surprise that a repeat of something they canceled beats their most hyped pilot of the fall.
Somebody mentioned earlier about them getting whatever NBC canceled. That wouldn’t be a bad idea at all. They could strike gold if they ever got Mercy which is could be a potential hit if it goes in the direction with picking up new viewers.
I thought about a good blonde joke for Dawn, but I think she’s a brunette with dyed hair.
Hey, maybe it’s the blonde coloring that has whacked up her decision- making skills? Maybe?
The bigger question is: what does the CW want to become? A network actually competing against the big four, or little more than Lifetime2?
That’s because The Game and Everybody Hates Chris had an audience, and were two of very few shows aimed at African Americans. The CW just killed them with awful scheduling because they didn’t fit in the teen girl demo they were going after.
It’s the same reason Everybody Hates Chris is doing better in reruns on Nickolodeon then it ever done on CW. CW should have broadened their horizons and not boxed themselves in. Like I said on another TBTN post, CW have now boxed themselves in. Melrose’s original fans probably the new show is aimed for the teens, and the teens who watch the CW can’t relate to a show about twenty somethings. The annoying thing is Melrose is growing to be a pretty decent show, but CW need to rethink their business model.
How can a national network survive only targeting teenage girls? I suspect it can’t. Unless they air Vampire Diaries 2 hours a night 5 nights a week.
18-34 women are not “teenage girls.” Well, okay, 10% of them are.
At least the CW is recognizing its utter fail. Besides midseason which apparently is when “CW execs believe their real momentum will come in midseason…[with] the highly touted relationship drama “Life Unexpected” joins the sked”. Touted by who exactly? Anyway, they’re frantic at work on a # of shows for next season:
Spy School for Girls: okay, it sounds trashy, but maybe in a good way. Might depend on the ages of the girls. Like, if it’s Gossip Girl with spies or if it’s Alias-ish.
Nashville: about a female country singer who’ll become a star. Sounds boring.
Plymouth Rock: from the creator of VERONICA MARS. Okay, it’s about “young people on a ship traveling to a distant planet in order to colonize and save the human race.” But, you know, if he casts Kristen Bell…
Confessions of a Backup Dancer: look at title. Sounds stupid.
The March Sisters: Little Women meets Sex and the City. Wtf sounds ridiculous.
Drama about socialite at a DA’s office. Sounds boring.
Bitches in Britches: family soap in “equestrian world.” Sounds boring
So 2 seem possibly promising, the two that are potentially about women who save people and/or kick ass which is my favorite kind of show…i.e. Buffy, Veronica Mars, Wonderfalls, Alias Seasons 1&2…
The CW should considering broadening their slate to include males, it is clear that The Vampire Diaries is doing well partly because Vampires are in at the moment but because it’s different from the girly shows that Dawn loves. Apparently she didn’t want it but people at Warner Bros pushed for it. They should be looking for the next Smallville and Supernatural, If DC would let them, I would opt for a Wonder Woman show or a Green Arrow show.
I think it is time for CBS and Warner Bros to give her marching orders and bring in someone who has a clue.
this is a sign that Dawn O must go
tvmegafan: Dawn does not deserve to really die, and as much as I dislike her (just cancelling “Wild Card”, “Missing”, “Merge”, “The Division” makes her deserve to (censored)), I think your post could be considered offensive…
…more than that, I cannot legally say – and believe me, I would if I could
She doesn’t deserve death, but Warner Bros. should definitely consider suing her ass for essentially single-handedly destroying their brands.
I don’t even know why the WB bothers with the CW. They should just separate and re-launch with new series, and of course, Smallville, Supernatural, Vampire Diaries, Gossip Girl and One Tree Hill. The WB had variety, and that’s why it worked better than the CW ever has.
The CW is complete fail in its promotion, so people don’t tune in. I mean, “Bitches in Britches” – WTF?!?
**Veronica mars was one of the best shows ever. Amazingly acted and written, and she canceled it the first day she started**
Dawn Ostroff was the one pushing for a 3rd season. Les Moonves was the one who officially axed VM. Dawn was the one behind it from day 1. Not to say she’s a smart business woman — just that your facts are a little off here.
My guess is CW goes with the socialite in DC show and whatever else fits the Gossip Girl image. *rolls eyes*
If they were smart they’d program like the WB did back in the day. Body Politic should have gotten a midseason launch along with Life Unexpected, and next season should include a variety of shows.
The problem isn’t that they target w18-34, it’s that they assume women 18-34 only want to watch shows about other women being trashy whores.
Glee and Grey’s Anatomy don’t fit that CW image but I have a feeling CW would kill for their w18-34 numbers.
It usually takes a while for an ensemble soaper like Melrose to heat up. The original languished for about a season before Heather Locklear joined the cast and everything got rolling. I’d like to believe that the CW has enough patience to let this show develop and possibly find an audience instead of just cancelling it. There are some fine performers in it. Hopefully the writers have some tricks up their sleeves for future episodes.
Julia says:
“Kevin, the numbers Dollhouse currently gets on a real network would be considered bad on CW. How would it suddenly be a winner on CW?”
This requires nothing but a “reimagining” of the show with Dushku replaced by a black female wrestler (or roller derby) type. It’s the essence of simplicity.
Well The Game is coming back with a new season on BET. So expect Dawn to have more moments like this.
I think its very easy (and understandable) just to dismiss Dawn Ostroff and her stubborn targeting of young women as incompetent but there has to be something else going on here. Either Dawn is the world’s greatest saleswoman and somehow manages to convince her bosses every year that this year will be ‘the year’ or things aren’t anywhere near as bad as they appear to be at The CW.
I find it difficult (to say the least) to believe that The CW itself is making money, so the question then becomes are CBS and Warner Brothers making enough cash from the shows they’re airing on the network to cover those losses? With Warner Brothers at least I expect the answer to that question is yes. The other big issue is, can The CW ever really be a success? Would a wider audience focus produce better results across the week? I’m not convinced so its likely that with or without Dawn The CW would be losing money just on a wider variety of shows.
Personally whilst I wouldn’t opt to focus solely on young women I don’t think its the recipe for disaster that its often made out as or that Dawn has seemingly made it into. I would argue that Dawn and The CW’s problem is that focusing on young women has actually become focusing on tween soaps. Take a look at Glee on Fox, hugely popular with young women but would anyone ever expect to see it or anything like it on The CW? I know I wouldn’t.
If Dawn would wake up to the fact that young women will watch more than just tween soaps The CW might look like a better network because in all honesty I think the fact that every show on The CW is essentially exactly the same is the real problem. Sure I’d like to see them expand to young men and women rather than just women but I also think that if Dawn were willing to commission shows that weren’t just trashy tween soaps things would be better. Variety is the spice of life, why would I (or anyone else) watch Melrose Place or The Beautiful Life when One Tree Hill, Gossip Girl and 90210 are already on the schedule and basically the same show with the same characters and story lines? Of course by the same token I don’t understand how CBS is able to maintain so many procedurals that are all essentially the same show with a slightly different flawed genius as lead…
What about my idea of the CW airing sports for once? I think that would be good for whoever takes her place.
What sports though? I can’t imagine any of the networks are going to let any of their current sports rights go without a fight and there’s no way The CW can afford to get into a bidding war with any of the other networks for something.
If The CW had the money then sports would be a great idea but I just don’t think they have the cash flow to make it a reality. As much as people will hate it what I’d suggest The CW needs is their American Idol – a cheap unscripted mega hit that gives them a platform to build and promote from. And Top Model isn’t it.
Didn’t the CW have WWE programming?
what happened?
why would you let something that would get 4-7 million viewers per week go like that?
BT, it’s appropriate that you suggest it’s Lifetime2. Correct me if I’m wrong, but neither CBS/Viacom nor WB/Turner has a women’s channel in their portfolio, other than CW. So, CW fills a niche for the parent companies while not competing for their viewers.
What sports?
Someone already mentioned roller derby above…
The only thing that worries me is that they’ll keep Ostroff in place, and let the CW go on losing money, just so they can avoid coming to terms with the fact that THEY SCREWED UP.
No wonder CBS is in such horrible financial shape, even while it dominates in the ratings.
1.5 Million isn’t much, 200k isn’t that much more.
@pisher: I have never seen any analysis that indicates that CBS’ problems have anything to do with their TV division. None.
All their issues are due to billboard and radio advertising cratering.
But hey, don’t let facts get in the way of your ranting across half the internet…
Dawn Ostroff could have put Reaper and Smallvile on Sundays and had a very successful night ratings wise but instead she chose to cancel one, send the other to Friday and give up on Sunday. People complain about NBC giving up a whole hour to Jay Leno but the CW essentially did something similar. The difference is that the CW actually had good performing shows it could have filled Sunday with whereas NBC didn’t have many good prospects.
Tom, my understanding is that the economic situation has hit all advertising revenue sources, and since CBS is relatively more dependent on ad revenue than the corporations that contain NBC, ABC and Fox, they’ve been hit relatively the hardest.
CBS television ratings indicate that it’s broadcast TV revenue is likely above ABC and NBC’s broadcast television operations, and likely similar to Fox Broadcast’s (although Fox airs only 15 hours of national broadcast vs. far more for CBS).
I think they shoudl just completely start new, and try an go for a broader appeal but still keep some of their niche shows (Gossip Girl, Supernatural and Vampire Diares)
Handing the weekend back to the affiliates is possibly the best business decision Dawn has made during her time in charge, which makes me question whether or not it was actually her decision. The truth is that the weekend was a giant loser for The CW, could they have shipped Smallville and Reaper there and had some success? Maybe but I don’t think it would have been big enough to offset the additional financial outlay.
As it is I think The CW situation has far too many unknown variables for armchair executives to solve.
If for example The CW is losing $500k a year running Smallville but Warner Brothers are making $1 million a year from Smallville what happens? In theory The CW should axe Smallville but Warner Brothers (one of their parent companies) won’t want that because they can use their Smallville profits to write-off The CW loss and still be making money from the show. Now extend that model to just about every show on the schedule. Obviously the numbers aren’t right but you get the general idea.
The CW seems to take what is an exception on most networks (Heroes on NBC for example) and apply it to every show. Its weird and makes the decision making process very hard to gauge without seeing full numbers.
Maybe The CW can turn this into a slogan? “The CW: We may not be as highly-rated as repeats on BET, but we’re certainly more white now.”
@Alex: I think the CW could air college sports programming and MLS Soccer, but I don’t know if that’s going to be a reality since I think ESPN has an 80 year contract to air them.
Also since CBS pays the bills the network at the same time can not have a show become so popular that it steals a large chunk of any 1 CBS shows viewers.
I wonder what would happen if CW did get an American Idle and it was #1 in viewers for a couple Hours each week how would CBS respond.
CW in its current modle will never be a Fox, but will probably be around for another couple years, as a tax right off.
Even though Wrestling is not part of their current plans, having it on Friday night, and Smallvile on Wed…would turn their overal network ratings around.
Finally starting to get into the new Melrose Place. And its funny that the Game is getting more viewers on BET then it did on the CW network. The CW cancels shows too quickly and doesn’t invest in enough advertising. Heres to BET!
Dawn is an idiot, but the new stock of shows that are coming in the can look like she’s finally realizing that people aren’t interested in her trashy, teen-queen bitchfests. It looks like she’s taking the network back to its roots– after all their only new hit is one that DIDN’T fit into the Gossip Girl/90210/Melrose box she seems to try to put all the shows on the CW. I’m particularly interested in the new show by the VM creators…
I LOVE THE GAME!!!! I NEED TO GET ALL 3 SEASONS ON DVD ASAP!!! SEASON 4 NEEDS TO HAPPEN!
tsk tsk. epic fail CW. get ur stuff together!
that means it’s not the shows that suck…it’s the station…(CW)
BOTTOM LINE!!! You should be fired and everyone else at CW should be fired for cancelling THE GAME!!!!!!!! FOR those of you that suggested that CW air sports!! They had a very awesome show on the air which was THE GAME both men and women watched it because it had a combination of everything!!! It had sports,drama, action, and it sold a lot of sex because it had eye candy for both men and women. Where they made their mistake is that they aired it on Friday nights when their viewers were never at home but I always managed to stay home to watch it!!! So bottom line!!! LET’S RECTIFY THIS SITUATION BY PUTTING THE GAME BACK ON THE AIR U STUPID PEOPLE!!!!!!! BUT I HOPE IT’S YOUR LOSS BECAUSE BET IS GOING TO BE PICKING IT UP (HOPEFULLY) AND YOU GUYS ARE GOING TO BE OUT OF GAS, WHICH JUDGING BY YOUR LACK OF VIEWERS WIT YOUR WACK ASS MELROSE PLACE!!! LOOKS LIKE YOU’RE ALREADY OUTTA GAS!!!! I’M PISSED IN CASE NOBODY CAN TELL SO PARDON ME!!!
CW never should have canceled The Game. Melrose Place does look like a dumb show. I hope BET does pick up The Game for new seasons and show CW that it was their loss!!!
I’m really not surprised that The Game is doing better in reruns than the new Melrose Place. The Game has a strong fanbase that really rallied to save the show plus BET airs four or five episodes a day. The CW did it’s best to sabotage the series and despite still respectable ratings, they ditched the show. Thankfully BET realized they had a hit on their hands and picked it up (yes people, BET has picked up The Game for a fourth season).
That said, Melrose Place is probably an OK show, but let’s be real: both 90210 and Melrose only left the air ten (give or take) years ago. That’s really not long enough to build up any nostalgia for the show and those of us old enough to remember the originals won’t be taken in by silly stunt casting (Heather Locklear as Amanda….wow, didn’t see that comin’!) and “seen that” storylines. I mean, seriously, what can top Kimberly pulling off her wig to reveal a half-bald ginger do with a gnarly scar running across her head?
what ever happened to those days where there were all the moesha’s and the parkers…and things of that nature on the air. Yes, some of those types of shows can be a bit stereotypical but they clearly satisfied a viewing audience. I hate to call things and people racist all willy nilly because I’m not that type of person. BUT CLEARLY…this must have something to do with race…in some way, shape, or form. MILLIONS of people signed petitions to keep The Game on the CW. Yet and still it was cancelled. They moved the show to Friday nights on purpose in order to be able to have an “excuse” to cancel the show. Because anyone involved in television would know that the demographic that The Game targeted was not the demographic that was home on a Friday night. Its sad to see yet another decent dare I say BLACK show leave the air. If BET is able to pick up The Game,I think it will be a good thing. The CW needs to realize that targeting a specific group will eventually hurt them not help them. Im so tired of these tired ass shows full of whores, underage drinking, and bullshit…geez. It just pisses me off. Damn the CW. I dont even like BET but I’m happy that this is happening, and I hope they are able to reach a deal, so I can FINALLY find out what is going to happen with Derwin and Mel.
You must hate black people because all the black american shows are taken off the air on cwtv, this is 2009 we have alot of good black american actors these days and why dont you let them shine. The game was a really great show and also girlfriend before you take something off the air why dont you ask us as the viewers I guess are opinion dont count these days. You keep taking off good shows you going to loss alot of the viewers. Cause the only good show you have on is supernatural.