That didn't work.
Sunday night's telecast of the 36th annual Daytime Emmys on the CW crashed and burned in the ratings, attracting half the audience of last year's already low-rated ABC broadcast.
The soap-centric kudos averaged a record low 0.6/2 in adults 18-49 and attracted just 2.3 million viewers, according to preliminary national Nielsen data. The show aired from 8-10 p.m., with a 7 p.m. preshow notching a 0.3/1.
Nobody was expecting huge numbers from the show, but the Emmys barely moved the needle for the CW. Last week, the network averaged a 0.5 rating in the demo with a repeat of "The Silence of the Lambs."
After the major broadcast networks passed on airing this year's Daytime Emmys, the show shifted from the Kodak Theater to downtown, moved from June to August and landed on the CW.
The CW has an option to air the Emmys again next year, but the low numbers may make it unlikely the network will take another chance on the event. A move to cable or even syndication could be in the works, assuming the TV ceremony survives at all.