DVR Destoyer

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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.