May 27, 2008
CW Attempts to Get Fans 'Cwinging' Between TV and Web
As part of its upfront negotiations, the CW is offering advertisers a chance to attach commercials to a series of up to two-minute-long video clips that will tell a story around one of its teen stars. The catch: To see the entire tale, viewers must watch the first clip on TV, the next one online and then tune back in to TV to see the end. AdAge reports.
"The CW, which in its short life has shown an eager willingness to reinvent TV ads, has dubbed this latest ploy "cwingers."
... Cwingers will appear during the network's "Gossip Girl" program as well as its soon-to-launch "90210," an update of the old Fox "Beverly Hills, 90210" program.
Notably, this innovation comes as the fledgling network has run into ratings trouble and its core audience is increasingly watching video."
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