It looks like the great experiment has been deemed a failure. The CW is ending its relationship with Media Rights Capital, who produced its extremely low-rated Sunday night line-up.

The idea looked great on paper: rent out Sunday night to an independent content provider and let them reap the advertising rewards. World Wrestling Entertainment uses a similar model when it broadcasts its wrestling product on any given network. Sadly, the concept could not keep up with the sagging ratings of the CW.

The contract was terminated when MRC couldn't keep up with payments to the parent network. I doubt they were making that much in terms of advertising dollars either, given that their ratings were among the lowest ever for the network. That's saying a lot.

In any case, it's another example of The CW being one step closer to that "going out of business" sale. Perhaps they should simply go back to being the WB.