The rivalry between DC Comics and Marvel Comics has many fronts in media like toys, films, video games, etc. But as it stands right now, DC Entertainment dominates the television medium with its current slate of TV shows on the air and their plans for additional programs coming in the near future.
DC’s Television Summit
Once Smallville ended in 2011, a void needed to be filled by DC Entertainment in terms of having a superhero presence in the TV landscape. Rather than mining the Superman/Batman lore, the decision was made to showcase DC’s 
other heroes and it was a wise choice. For some time, DC and Warner Bros. fell into a crutch and relied too much on Superman and Batman to represent DC in other media. This was understandable since those were the company’s two biggest heroes. It makes perfect business sense to take advantage of the popularity of those heroes. The problem, though, is that with all the marketing and attention focused on Batman and Superman, DC’s other heroes were left out and helped give the impression that the rest of the DC roster consisted of second stringers. That couldn’t be farther from the truth. The DC universe is populated by many captivating heroes and villains and the problem was that the company wasn’t taking full advantage of that notion. Marvel, and specifically Marvel Studios, faced a similar problem but for different reasons. They didn’t have the film rights to Spider-Man or the X-Men, so they had to rely on their lesser known properties. It turned out for the best, otherwise we wouldn’t have gotten live-action adaptations of Guardians of the Galaxy or Thor.
In DC’s case, they too were forced to look elsewhere since the Superman well had run dry with Smallville and Batman was considered off limits because of the Dark Knight films. Thus, DC Entertainment looked to an urban vigilante that had many of Batman’s characteristics – Green Arrow.
All things considered, he is a solid alternative for Batman when it came to being featured in a live-action TV show. After all, both are urban crimefighters without superpowers and use specialized weapons. When Arrow premiered in 2012, it presented a more grounded, realistic world for the superhero. In the first season, the main character, who wasn’t even called Green Arrow (in one episode his alter ego, played by Stephen Amell, thought that name Green Arrow was “lame”), wore a practical uniform with only a hoodie and grease paint to conceal his identity. Moving away from fanciful superhumans allowed Arrow to concentrate more on character development and street-level fight scenes. This meant that it was more inviting and relatable for casual viewers.
What the producers of Arrow did correctly is that they embraced the DC universe. They weren’t afraid to name drop places like S.T.A.R. Labs and Blüdhaven. Likewise, the series featured recognizable DC characters like Amanda Waller (head of the Suicide Squad), Slade Wilson and even the Batman villain Ra’s al Ghul and his League of Assassins. It was enough bones thrown to DC fans to keep them glued to their TVs. Arrow then took a step further and introduced superpowered characters in its second season thanks to this strength-enhancing drug called Mirakuru and the introduction of Barry Allen (Grant Gustin), whose Flash origin occurred at the end of one of the Arrow episodes.
This naturally led to The Flash spinoff that premiered recently. Taking a lighter tone than Arrow, The Flash is more of a throwback to the fast-moving comic books with outlandish supervillains, while utilizing the same kind of engrossing subplots that Arrow uses. What’s more is that both shows are definitely in the same universe. Although the concept of a shared universe isn’t new in TV shows, this was the first time this was done for superhero shows (not counting The Six Million Dollar Man and The Bionic Woman) and it’s exciting to watch characters appearing in both programs with even more allusions to a wider world.
Both Arrow and The Flash are huge hits on The CW network and should be around for the long haul. Gotham, a show set in the title city and taking place after the killing of Bruce Wayne’s parents, is a hit on Fox. In fact, it pulls in more ratings than The CW superhero shows but that is due to the wider audience that Fox has compared 
to The CW. Even though Gotham is a hit, there should be some caution because it’s on Fox, so there isn’t any guarantee that it will last as long as if it was on The CW. That is a problem that DC and Warner Bros. faces. Sure they can put anything on The CW, a fledging network, but it won’t reach as large an audience as in the major networks. But on the big networks, there is more pressure to succeed. Already, Constantine airs on NBC and has dismal ratings–it was recently announced that the show won’t go beyond initial 13 episodes and its fate is unknown. Constantine’s rating woes are due to its time slot: Fridays at 10 pm. How can any show succeed on that slot? It probably would’ve been better if it aired on a cable network where it could’ve thrived and be allowed to be darker like its comic book counterpart.
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