CW Now
CW Now | |
---|---|
Starring | |
Country of origin | United States |
No. of seasons | 1 |
No. of episodes | 23 |
Production | |
Running time | 30 minutes |
Production companies |
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Original release | |
Network | The CW |
Release | September 23, 2007 February 24, 2008 | –
CW Now is a news program/news magazine series which premiered on
Show description and advertising concept
During The CW's first upfront presentation, network executive Dawn Ostroff announced to advertisers that they would pursue a then-new advertising strategy for the series (resembling the current day concept of native advertising combined with an advertorial), which the network called "CWickies" (pronounced quickies). Under the concept, an advertiser's content would be blended into the program rather than the show taking traditional commercial breaks, allowing the show to make the incorrect claim that it would be "commercial-free" in the traditional sense.
Only Walmart would truly take advantage of the format with their products blended into every episode of CW Now, and comedian Lewis Black mocked the concept in a "Back in Black" monologue on The Daily Show's September 26, 2007 episode. The "CWickies" concept would also be tried for the commercial breaks between Gilmore Girls and Veronica Mars on Tuesday evenings in a more traditional ad format (this time tying in with American Eagle Outfitters's aerie underwear brand), where it also failed to attract interest due to the target audience of each series finding the conversations between actors in "CWickies" ads about aerie and the plot points in those two series unnatural and stilted.
The show was produced by Telepictures and Warner Horizon Television.
Reception
On the January 20, 2008 episode, CW Now received a 0.2/0 in the 18–49 demo, earning what was then a rare broadcast network "scratch"
Cancellation
On February 8, 2008, The CW announced that CW Now would be going on hiatus, though only five days later, it was announced that the February 24, 2008 episode would be the series finale.[1] The show was replaced with encores of America's Next Top Model.[2]
References
- ^ "CW Now" Canceled, Hollywood Reporter, February 14, 2008
- ^ Breaking News - The CW Adds "Top Model" Encore, Benches "Now", The Futon Critic, February 8, 2008
External links
- CW Now at IMDb