There’s no question that the broadcast networks are the champs at experimenting with new forms of content distribution, including Internet-delivered video and mobile viewing. They’re also pushing the envelope in leveraging new media for promotional gambits.
Over at IP Media Monitor today (free registration), Paige Albiniak reports on how the newest broadcast network, The CW (a joint venture that supplants Warner Bros.’ The WB and CBS Paramount’s UPN) is taking over the home page of MySpace to promote its September 20 launch.
The CW will also create its own member profile on the hot social networking site. Drawing from the new network’s tagline, the space will be called The CW “Free to Be” Community Hub and will feature videos from The CW along with its own multi-channel player. Video available on the site will include clips from CW shows, interviews, and behind-the-scenes takes. Fans also will be able to track their favorite CW stars on the site, download instant-messaging icons and read all about the TV shows they watch.
The Hub also will serve as a home base for CW-related contests. Starting Sept. 11, musically-inclined community members will be able to compete for a chance to perform on The CW’s “Supernatural.” After they submit original songs, The CW will select the top-ten semi-finalists and post them on the site. Fans can vote for their favorite track and The CW will select the winner among the top-three acts.
The New York Times’ Stuart Elliott has a piece today about two other out-of-the-box deals that put TV broadcast programmers in uncharted marketing territory. The first is a pact between CBS and Tivo to make it easy for viewers to sample four new series premiering this fall: “The Class,” “Jericho,” “Shark” and “Smith.” In a first for the PVR giant, Tivo will give its 4.4 million subscribers access to the premiere episodes of these shows.
The second deal involves media sales company ITN Networks — media big-wigs Sony Pictures Television, Veronis Suhler Stevenson and the Zelnick Media Corporation are buying a majority stake in ITN, spending an intial $200 million. ITN forms ad hoc broadcast networks for advertisers based on their targeted audiences. With the new funding, ITN plans to branch out into cable, satellite, the Internet and video games.
Cynthia Brumfield at 8:07 AM|Comments(0)
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