Back in April, The CW network said it would no longer stream new episodes of its most successful show, Gossip Girl, on its site. The TV network is now reversing that decision and will begin showing first-run Gossip Girl streams online when the new season starts on September 1, TVWeek reported. At the time, The CW was concerned that viewers weren’t watching the show on TV and so, hoping to bump up ratings, it pulled new shows off the web as last season was winding down. In the meantime, it turned out that ratings did not get a boost. Instead, the show’s fans were outraged, despite the fact that they could have bought original episodes on iTunes — which will still be available in the Apple (NSDQ: AAPL) download store even when they return to streaming on CWTV.com.
— Top ad exec departs for MLB cable net: It will take more than Gossip Girl to fix what ails the CW, which is jointly owned by CBS Corp (NYSE: CBS). and Time Warner (NYSE: TWX). WSJ, citing unidentified sources, says that the network is losing Bill Morningstar, its head of ad sales. Morningstar, a popular figure with media buyers, is said to be heading to Major League Baseball’s new cable startup, which is set to go live on Jan. 1.