One Magnificent Morning
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One Magnificent Morning (OMM) is an American
programming block Block programming is the arrangement of programs on radio or television so that those of a particular genre, theme, or target audience are united. Overview Block programming involves scheduling a series of related shows which are likely to attra ...
that is programmed by
Hearst Media Production Group The Hearst Media Production Group (formerly Litton Syndications and Litton Entertainment) is an American media and production company based in New York City, New York as a division of the Hearst Television subsidiary of Hearst Communications, wit ...
(formerly Litton Entertainment) and distributed by
CBS Media Ventures CBS Media Ventures, Inc. (formerly CBS Television Distribution, Inc. and CBS Paramount Domestic Television, Inc.) is an American television distribution company owned by CBS Studios, part of CBS Entertainment Group, a division of Paramount Glob ...
, and debuted on October 4, 2014, as a replacement for the animation block
Vortexx Vortexx was a short-lived American Saturday morning children's television programming block that aired on The CW from August 25, 2012 to September 27, 2014. Programmed by Saban Brands, it replaced Toonzai, a block that was programmed by 4Kids Ent ...
. It airs on Saturday mornings on the
owned-and-operated station In the broadcasting industry, an owned-and-operated station (frequently abbreviated as an O&O) usually refers to a television or radio station owned by the network with which it is associated. This distinguishes such a station from an affiliate ...
s and
affiliates In the broadcasting industry (particularly in North America, and even more in the United States), a network affiliate or affiliated station is a local broadcaster, owned by a company other than the owner of the network, which carries some or ...
of
The CW ''The'' () is a grammatical article in English, denoting persons or things already mentioned, under discussion, implied or otherwise presumed familiar to listeners, readers, or speakers. It is the definite article in English. ''The'' is the m ...
, the block features
live-action Live action (or live-action) is a form of cinematography or videography that uses photography instead of animation. Some works combine live-action with animation to create a live-action animated film. Live-action is used to define film, video ga ...
documentary and lifestyle series aimed at teenagers between the ages of 13 and 18, the same style of programming that Litton provides for competing blocks seen on
ABC ABC are the first three letters of the Latin script known as the alphabet. ABC or abc may also refer to: Arts, entertainment, and media Broadcasting * American Broadcasting Company, a commercial U.S. TV broadcaster ** Disney–ABC Television ...
,
CBS CBS Broadcasting Inc., commonly shortened to CBS, the abbreviation of its former legal name Columbia Broadcasting System, is an American commercial broadcast television and radio network serving as the flagship property of the CBS Entertainm ...
, and
NBC The National Broadcasting Company (NBC) is an Television in the United States, American English-language Commercial broadcasting, commercial television network, broadcast television and radio network. The flagship property of the NBC Enterta ...
. All of the programs in the three-hour block are designed to meet federally mandated educational programming guidelines.


History

Between May 31, 2014, and June 5, 2014, The CW announced that it would discontinue its existing Saturday morning block
Vortexx Vortexx was a short-lived American Saturday morning children's television programming block that aired on The CW from August 25, 2012 to September 27, 2014. Programmed by Saban Brands, it replaced Toonzai, a block that was programmed by 4Kids Ent ...
, which was produced by
Saban Brands Saban Capital Group LLC is an American investment firm based in Los Angeles, California focused on media, entertainment, and communications investments. Formed in 2010 by Haim Saban, Saban Capital Group owns Saban Films, part of Univision Commu ...
, in favour of One Magnificent Morning, a new, five-hour block produced by
Litton Entertainment The Hearst Media Production Group (formerly Litton Syndications and Litton Entertainment) is an American media and production company based in New York City, New York as a division of the Hearst Television subsidiary of Hearst Communications, with ...
and distributed by
CBS Television Distribution CBS Media Ventures, Inc. (formerly CBS Television Distribution, Inc. and CBS Paramount Domestic Television, Inc.) is an American television distribution company owned by CBS Studios, part of CBS Entertainment Group, a division of Paramount Glob ...
, that would feature live-action educational programming aimed teenagers and their parents. The move came as part of a growing shift by broadcast television networks towards
non-fiction Nonfiction, or non-fiction, is any document or media content that attempts, in good faith, to provide information (and sometimes opinions) grounded only in facts and real life, rather than in imagination. Nonfiction is often associated with be ...
programming to fulfil the FCC-mandated requirement to air a quota of educational programming weekly. The previous year, Litton began producing
CBS Dream Team CBS Dream Team (suffixed with ...It's Epic! before October 3, 2020) is an American programming block that is programmed by Hearst Media Production Group (formerly Litton Entertainment), and airs weekend mornings on CBS under a time-lease agreeme ...
, a similar E/I block for sister network
CBS CBS Broadcasting Inc., commonly shortened to CBS, the abbreviation of its former legal name Columbia Broadcasting System, is an American commercial broadcast television and radio network serving as the flagship property of the CBS Entertainm ...
(corporate parent
CBS Corporation The second incarnation of CBS Corporation (the first being a short-lived rename of the Westinghouse Electric Corporation) was an American multinational media conglomerate with interests primarily in commercial broadcasting, publishing, and t ...
is a part-owner of The CW), and the company has also produced
Litton's Weekend Adventure Weekend Adventure (originally known as ABC Weekend Adventure and Litton's Weekend Adventure) is an American syndicated programming block that is produced by Hearst Media Production Group, and airs weekend mornings on the owned-and-operated stat ...
for
ABC ABC are the first three letters of the Latin script known as the alphabet. ABC or abc may also refer to: Arts, entertainment, and media Broadcasting * American Broadcasting Company, a commercial U.S. TV broadcaster ** Disney–ABC Television ...
's affiliates since September 3, 2011. Vortexx aired for the final time on September 27, 2014. It was thought to be the last conclusive Saturday morning block across the major U.S. commercial broadcast networks that primarily featured non-educational children's programming. Such content has gradually fallen out of favour because of the E/I rules, as well as shifts in viewing habits towards
cable network Networking cables are networking hardware used to connect one network device to other network devices or to connect two or more computers to share devices such as printers or scanners. Different types of network cables, such as coaxial cable, opt ...
s and online
video on demand Video on demand (VOD) is a media distribution system that allows users to access videos without a traditional video playback device and the constraints of a typical static broadcasting schedule. In the 20th century, broadcasting in the form of o ...
services for cartoons and other youth-oriented content. One Magnificent Morning debuted the following week on October 4, 2014, following the cancellation of Vortexx in its 7:00 a.m. to Noon timeslot. As a consequence of the block launching three weeks after the traditional start of the syndication television season, Litton provided a temporary barter package of ''Everyday Health'' and ''Culture Click'' (which both formerly aired on Litton's Weekend Adventure) to CW stations, allowing those who depended on the OMM block to fulfill E/I guidelines to have programming before it started. Some initially announced shows that were not produced for the block were: ''America's Flavors'', ''Social Media Mania'', ''Swag'', and ''Taste of Home''. On January 7, 2016, The CW and Litton announced a five-year renewal for the block, extending it through the 2020–21 broadcast season. On October 7, 2017, the block was reduced to the federally mandated minimum running time of three hours and began airing from 8:00 a.m. to 11:00 a.m. local time. The CW gave its two hours of reclaimed time to its affiliate stations. On July 1, 2021, The CW and Litton announced that they have extended their partnership for the block.


Programming

Although One Magnificent Morning provides the three-hour minimum requirement of E/I programming each week, which exceeds defined under the
Federal Communications Commission The Federal Communications Commission (FCC) is an independent agency of the United States federal government that regulates communications by radio, television, wire, satellite, and cable across the United States. The FCC maintains jurisdiction ...
(FCC)'s
Children's Television Act The broadcast of educational children's programming by terrestrial television stations in the United States is mandated by the Federal Communications Commission (FCC), under regulations colloquially referred to as the Children's Television Act (C ...
, some of The CW's owned-and-operated stations and affiliates continue to provide E/I-compliant programs acquired from the
syndication Syndication may refer to: * Broadcast syndication, where individual stations buy programs outside the network system * Print syndication, where individual newspapers or magazines license news articles, columns, or comic strips * Web syndication, ...
market, mainly due to existing program distribution contracts.
The CW Plus The CW Plus is a secondary national programming service feed of The CW that is fully controlled and 75% owned by Nexstar Media Group, with Paramount Global and Warner Bros. Discovery each owning a 12.5% stake in the network. It is intended primar ...
, in particular, continues to supply two hours of E/I-compliant syndicated programs within its national schedule following the block on Saturday afternoons, which further alleviates the service's subscription-subchannel affiliates from the responsibility of purchasing the local rights to such programs (the service's carriage of seven hours of E/I-compliant programming, and the fact that most of its affiliates operate as
subchannel In broadcasting, digital subchannels are a method of transmitting more than one independent program stream simultaneously from the same digital radio or television station on the same radio frequency channel. This is done by using data compressi ...
s, allow The CW Plus's broadcast outlets to carry an additional subchannel without E/I interruptions under the Children's Television Act's programming regulations, as the local CW Plus outlet would have enough E/I content to cover both). Some stations also added additional E/I programming to their schedules during the run of ''Save to Win'', a game show co-produced by Litton and the American retail chain
Family Dollar Family Dollar Stores, Inc. is an American variety store chain. With over 8,000 locations in all states except Alaska and Hawaii, it was the second largest retailer of its type in the United States until it was acquired by Dollar Tree in 2015 and i ...
which was criticized as hidden
paid programming Paid or PAID may refer to: * ''Paid'' (1930 film), an American film starring Joan Crawford * ''Paid'' (2006 film), a Dutch film *''Personality and Individual Differences'', a journal See also * Paide, the capital of Järva County, Estonia * P ...
advertising the chain. Several stations refused to list ''Save to Win'' within their quarterly E/I reports, unsure of its true educational value and wanting to avoid FCC scrutiny over the matter due to past fines involving
product placement Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent. Much of th ...
within a product's own television program which violated the
Children's Television Act of 1990 The broadcast of educational children's programming by terrestrial television stations in the United States is mandated by the Federal Communications Commission (FCC), under regulations colloquially referred to as the Children's Television Act (C ...
.


Current programming


Former programming


References


External links

{{The CW The CW Litton Entertainment CBS Media Ventures Brokered programming Television programming blocks in the United States 2014 American television series debuts Television shows featuring audio description