Pilot targets 18-34 audience
The CW is getting into the entertainment magazine business, partnering with the team behind “Extra” to develop “CW Now.”
Pilot will include features on fashion, music, upcoming movies and new technology, geared toward the CW’s target 18-34 audience. “Extra” exec producers Lisa Gregorisch and Mike Miller will oversee.
“CW Now” evolved from the netlet’s advertiser-sponsored “content wraps,” which have wrapped similar pop culture-oriented features around advertiser messages. The content wraps air during regular commercial breaks in the middle of CW programs.
Madison Avenue has been hot on the “content wrap” format, which launched alongside the CW in September.
” ‘CW Now’ represents the evolution of the content wraps, which have been a huge success,” said CW Entertainment prexy Dawn Ostroff. “This show is conceived to be the ultimate source for anything hip, hot and happening for 18-34 year olds.”
Ostroff is pitching “CW Now” this week as part of the netlet’s annual development meetings with media buyers (who, in an annual rite of spring, are in L.A. this week meeting with most of the broadcast nets).
” ‘CW Now’ will be everywhere young adults are: from cyberspace, profiling the best of the Web, to hitting the streets getting inside the most popular hotspots,” according to the net’s pilot description. “Each episode will report on the latest news and gossip from inside Hollywood.”
The half-hour “CW Now” is likely being targeted for an early Sunday timeslot, such as 7 p.m., where the netlet currently airs repeats.