Where 'Ringer' went wrong, plus Sarah Michelle Gellar's future on The CW
"It was a combination of the complexity of the stories," he tells reporters at the 2012 Television Critics Association summer press tour, and the fact that "it was not performing as well as we hoped it to on the digital/online station and the social media station."
PHOTOS: 2011-2012 canceled TV shows
In the future, the network will approach a complicated show like "Ringer" with intricate storylines a little bit differently. "One of the things we've learned about these serialized shows is less may be more," Pedowitz says. "Twenty-two [episodes] might be too many." He'd consider doing a shortened run of six or 13 episodes instead.
"That said, the fans are still writing me. They want it desperately," he says of "Ringer."
Plus, Pedowitz wants to stay in business with Gellar, who is currently pregnant with her second child. "Sarah Michelle and I have had many discussions ... When she's ready, she'd love to come back to The CW, and we'd love to have her at The CW, either as an actress or a producer."