Musical brand

CW chief downplays drama of upcoming ownership change; It’s a big brand, not just a media company changing hands

C.W. chief Marc Pedowitz tried to put some context around an upcoming network ownership change. It’s not a typical corporate deal, he said, because The CW is a big, entrenched brand.

“You may have heard that The CW is undergoing its own transition. But we have become more than just a network, more than just a media company. We are a brand. A brand that has had a major impact in a very short time,” he told the company’s ad buyers. in the front presentation in New York on Thursday.

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CW owners Warner Bros. Discovery and Paramount Global are expected to complete a sale to giant station owner Nexstar Broadcasting within weeks. The network is owned by Warner Bros. and CBS since 2006.

Pedowitz touted the CW’s brand unity (in stark contrast to other upfronts this week that have sprouted a wide array of them under a single parent). “We are the CW on broadcast, streaming on social media. A name, a brand.

That includes the CW app where he says engagement is growing with more than 100 million downloads to date and nearly 30 million annual views. The app was relaunched and expanded in April and includes “the latest episodes, full seasons, fan favorites, and grabs under one streaming destination that’s 100% free with no logins or subscriptions and fully ad-supported.” , did he declare.

“We couldn’t be more excited for this new CW ear,” he said.

The CW brought a bit of superstition to the Upfronts with a surprise musical performance from the R&B legend Stevie Wonder. It featured new series, including new Supernatural prequel The Winchestersand presented its fall schedule in prime time – a rarity in this week of initial presentations.

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