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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Fool contributor Steven Mallas owns shares of Disney. As of this writing, he was ranked 14,749 out of more than 65,000 investors in the CAPS system. Don't know what CAPS is? Check it out. The Fool has a disclosure policy.