WB Network Will Add 2 Hours to Schedule

AOL Time Warner Inc.’s WB, the No. 6-rated U.S. television network, will add two hours of programming to its weekly schedule in a bid to draw more viewers to its youth-oriented TV shows and boost profit.

Most WB-affiliated TV stations will air the extra two hours on Sundays from 5 to 7 p.m., leading into WB’s prime-time lineup, a spokesman said. The stations also have an option to run the additional programming on Saturday, the only night WB doesn’t air shows.

The 7-year-old network will use the additional time to show repeats of some of its existing programs, especially newer ones that are seeking a bigger audience. WB wants to attract new viewers, lift its overall ratings and generate increased advertising revenue.

The two additional hours will start in September, the spokesman said. They bring WB’s weekly programming hours to 15, the same as News Corp.’s Fox, the No. 4-rated U.S. TV network.

AOL shares rose 42 cents to close at $27.90 on the NYSE. The stock has fallen 49% in the last year.