Exclusive: The CW is planning to rebrand its digital studio CWD as “CW Seed,” evolving it into a digital destination for loyal CW fans. The network will announce CW Seed at its upfront presentation in New York today. CW Seed will exist as a sub-site on CWTV.com, and will still produce original programming, but the channel is adding more interactivity to the service, opening up for feedback from viewers and adding more social engagement.
“I think this is kind of a unique thing for a broadcast network to do, to have an incubator to really look at and get feedback from the fans, what they are liking and what they are not liking, and really taking digital to a different level,” CW executive VP of marketing and digital programs Rick Haskins tells Lost Remote.
The CW–which targets viewers 18-34 years old–has a brand associated heavily with drama series, and CW Seed is a chance to expand its scope somewhat.
“We can test out new talent, test out new ideas, test out new ways for finding exciting new opportunities for advertisers, and in success moving it to the mainstream CW,” Haskins says. “The other thing it does is it really allow us to more fully explore the entire CW brand.
“Right now we have 10 hours on broadcast, and within that 10 hours we have 10 hour-long dramas, but we know our 18-34 year old audience also loves comedy, and also likes game shows, and what this allows us to do is provide a platform for comedies, game shows and other types of programming that the audience likes,” he added.
CW Seed will likely launch with the tagline “What’s Next,” a play on The CW’s tagline, which is “CW: TV Now.” CWD was first announced at last year’s upfront.
“To me what it is about exploring the next generation of not only digital, but in entertainment online as well,” Haskins says.
CW Seed will launch on CWTV.com later this Summer.