UPDATE, 11:15 AM: The CW has formally announced the new broadband platform for original and interactive productions that execs teased this morning. CWD, the CW Digital Studio will launch this fall. It will focus on animation, game shows, comedy, and digital personalities, and offer advertisers opportunities to co-brand projects. People will be able to access them via CWTV.com, Facebook, and CW’s YouTube channel. Initial programs include: animated comedy Gallery Girl, game show Fandemonium, an untitled feature with YouTube’s Justine Ezarik, and a live action series Stupid Hype.
PREVIOUS, 8:49 AM: CW President Mark Pedowitz straddled the fence emphasizing digital and traditional media in the brief description of the network strategy he provided to the audience at his upfront presentation. But although advertisers can make a single buy for all platforms, “broadcast television remains the core,” he says. “When we talk about our vision we must start with the shows.” To that end, he boasts that the network’s “tramsformative year” includes “bigger and bolder” programming that has “cinematic production values.”2012 added 50 hours to schedule,,,summer schedule for first time ever But he also talked up CW’s claim to be the “first and only fully converged network.” He told advertisers that its iPhone and Android phone apps have been downloaded more than 1M times and offer full episodes of TV shows that — importantly, for advertisers — “count users.” The company’s CWtv.com site now streams shows beginning the day after they first air. Pedowitz says that the network’s deals with Hulu and Netflix have “increased our marketing footprint.” And the company is building a digital CWD platform for comedy, animation, game shows, daytime personalities with opportunities for users to participate. He assured advertisers that “we are still in the 18-to-34 business…Everything you hear today is aimed at 18 to 34 year olds.”