This paper argues that the WB’s early teen-oriented network identity is inextricably tied to Buffy the Vampire Slayer, the hit series that was launched and nurtured on the then fledgling network. I will show that Buffy played a crucial role in helping the network evolve from "a struggling, almost pathetic sixth-placer in the prime-time wars" (Bierbaum, 1998, 30), into a media site actively engaged in creating, mediating and (re-)shaping teen entertainment culture. This paper traces how Buffy the Vampire Slayer helped the WB network build its teen-oriented identity and examines the various strategies the show and the network utilized in marshaling the increasingly vital teen market. Divided into three parts, part I examines the WB’s commitment to niche marketing and narrowcasting and traces the role that Buffy played in helping the WB consolidate its distinct teen identity. In discussing Buffy, this paper will also address the evolving notion of the "teen" market. Part II addresses Buffy’s distinctive stylistic and aesthetic qualities and considers the show’s role in shaping the WB’s evolving schedule of teen-oriented programs in general. I will address how the network’s ability to attract and service the entertainment demands of an increasingly significant demographic enabled the network to attract advertisers and consumer corporations, thus ensuring the network’s survival and success. Part III reflects on the show’s evolution from "teen" to (young) adult drama and ties these issues to Buffy’s shift from the WB to the UPN television network.