It's the uniform, isn't it?

Against the gospel of bigger networks like NBCU and ABC, the CW has decided to stop streaming episodes of flagship show Gossip Girl online.

Executives are concerned the show's online popularity may be contributing to its weakness on TV. For while Gossip Girl is among the most downloaded shows on iTunes and a strong generator of online buzz (per Variety), the CW struggles to draw audiences to the network broadcast.

Television ratings for Gossip Girl fell steadily through 2007 and looked bleak for the show's April 21 return. To win watchers back, the CW recently enlisted agency 72andSunny to launch a campaign featuring teens in suggestive poses, flanked by the text slang "OMFG," reports Adrants.

Cessation of online streaming currently applies to the five episodes of Gossip Girl that air from April 21. "We need to grow the ratings for the show and we want to see if this helps move the needle," insisted executive VP Paul McGuire of the CW's network communications.

Shows will still be available for purchase on iTunes.

The irony of punishing fans, whose habits have significantly altered traditional network approaches to television, is likely lost on the CW's executives. For while Gossip Girl thrives on the 'net, and while use of text-based slang in its print promotions would appear to suggest it is aware of evolving standards of media use, the CW nonetheless demands loyalty to a weakened medium.

In February, the head of video site Hulu — which is owned by NBCU and Fox — admonished advertisers to look at online advertising as an opportunity for more engagement.