The Wall Street Journal (paid sub. req.) looks at a new content play by upstart CW Television Network–owned jointly by CBS and Time Warner.
When the CW network launched this time last year, it experimented with a new kind of commercial break designed to look like a minishow built around products. The so-called content wraps were such a hit with marketers that the network is going one better this fall, with a half-hour weekly series in which it will promote sponsors’ products.
“CW Now,” which debuts Sunday, is a newsmagazine-style program aimed at young adults, dishing out segments on what is hot in the worlds of fashion, music, entertainment and technology. The program won’t break for commercials: Instead, at least one of the segments will essentially be a long ad.
The first episode, for instance, sponsored by Wal-Mart Stores, will include three segments talking up the release of Microsoft’s Halo 3, the latest version of the popular Xbox videogame series, and its availability at Wal-Mart.
Helping support the format was MediaVest USA, the Publicis Groupe-owned media-buying firm whose clients include such big marketers as Procter & Gamble, Mars, Coca-Cola and Wal-Mart.