The new fall season of The CW, a joint venture between Time Warner
According to The Wall Street Journal, there won't be any traditional commercial breaks. Instead, some of the program's segments will be a promo for an item. The Journal cites the example of Wal-Mart
While some might hate the idea of sponsors' messages being completely interwoven into a magazine show, I think it is a trend that not only must continue but also must be encouraged wholeheartedly. Advertisers have a legitimate gripe over whether they are receiving a proper return on investment on their marketing campaigns. Between channel surfers and services such as TiVo
In a multichannel television landscape, where remote controls flip from network to network as soon as a block of commercials rears its ugly head, media icons such as Disney's
Media pundits will talk of backlash and encroachment on the creative process, but I applaud The CW for this initiative. The channel is no stranger to creative thinking on this front, as I found with the company's content wraps. It will be interesting to see how viewers react to CW Now's paradigm.
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