Veronica Mars is an American television series created by screenwriter Rob Thomas. The series is set in the fictional town of Neptune, California, and stars Kristen Bell as the title character. The series premiered on September 22, 2004, during television network UPN's final two years, and ended on May 22, 2007, after a season on UPN's successor, The CW. Veronica Mars was produced by Warner Bros. Television, Silver Pictures Television, Stu Segall Productions, Inc and Rob Thomas Productions. Joel Silver and Rob Thomas were executive producers for the entire run of the series, while Diane Ruggiero was promoted in the third season.