Advertising Industry
Industry: Email Alert RSS FeedCW surprises with Sunday prime-time plans; In attempt to reach larger audience, enlists help of independent company.(News)(Media Rights Capital)
Advertising Age, May, 2008 by Steinberg, Brian
Byline: BRIAN STEINBERG
Just days before it presents next season's programming to marketers, the CW revealed it was turning Sunday nights over to an independent production company that will attempt to broaden the network's reach.
The CW, which launched last year off a platform that promised to deliver teens and young adults in droves, is forming a strategic alliance with Media Rights Capital to program the network's Sunday night prime-time block for the 2008-2009 broadcast season. The agreement takes effect in the fall and will result in four new programs-two comedies and two dramas. The network is prepared to unveil the new shows at its upfront presentation on May 13, said Keith Samples, president-television, Media Rights Capital.
While the...
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