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The CW - the new broadcast network taking the place of UPN and the WB - will launch Sept. 20, and parent companies CBS and Time Warner have launched a campaign estimated at $50 million.
The campaign, themed “Free to be,” is intended to appeal to potential viewers of such CW series as America’s Top Model, Smallville, Gilmore Girls, and One Tree Hill - primarily those ages 18-34 - and has already launched in movie theaters, on TV and radio, in print, online and on billboards and transit posters, reports The New York Times.
“Free to be” is about how the CW can fit into youthful viewers’ worlds, according to Rick Haskins, executive vp for marketing and brand strategy for CW. It’s not “forcing our brand on somebody,” he says.
Conventional wisdom in the TV industry - that viewers watch shows, not networks - is changing, and branding a network is becoming increasingly important, says Jonah Disend, chief executive at Redscout, a brand strategy company in New York.
CBS Radio and Yahoo, two of the largest online radio providers, are combining their online radio stations, beginning early next year.
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Cox Enterprises, Inc. announced today that the company is bringing together its three media units - Cox Newspapers, Cox Television and Cox Radio - under a new organization named Cox Media Group, Inc., effective January 2009. The subsidiary will be headquartered…
Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
When the snow clears, a gift idea from Target is revealed. Users…
ABC is set to launch a slew of new series in a midseason shuffle. Primetime: What Would You Do? returns Tuesday, Jan. 9, in the 10pm time slot. The show is a hidden camera experiment in which actors stage scenarios…
Only 28% of the audience of an average news program, website or magazine gets valuable information about products and services advertised there, making news venues less effective at conveying ad messages than all forms of media combined (see chart), according…
Effective immediately, any telemarketing call that delivers a prerecorded message must include a quick and easy way to opt-out of receiving future calls. The opt-out must work both for consumers who answer these calls in person and for those whose…
