The initials C and W stand for two related entities–one of which has creative implications for the advertising community; the other is a new TV network slated to make its debut in September.
The latter–which takes its C from CBS Corp., the W from Warner Bros. Entertainment–will be a combination of the best programs from the soon-to-be-shuttered WB and CBS-owned UPN networks. The plan calls for two fledgling networks to become a strong single network.
This CW network in turn has devised another c.w., this one in lower case–“content wraps”–which combine advertising and entertainment. Content wraps deploy serialized stories told in three two-minute segments that run during an evening of programming. CW is hoping that its c.w. will lead to meaningful advertiser experimentation.
The new hybrid ad form is designed as a means to hold viewer attention, counteracting the TiVo effect in which commercials get bypassed. There’s also the fear that another countermeasure to TiVO, product integration in TV series, could eventually reach a saturation point, meaning that advertisers still will need other forms and genres–such as content wraps–to effectively get their messages and branding across to prospective consumers.
Though a first sponsor had not yet been lined up for the content wrap concept at press time, the CW network has a sample of how the three-part format would play. In the prototype, a geeky young man gets a makeover, then goes out on a date, and then conjectures about whether he will get a second date–all the while talking about certain products.
While the CW network will still primarily rely on traditional advertising support, the diversification into content wraps and other forms is deemed necessary due to the changing media landscape in which viewers can more easily circumvent spots.
“A Complete Unknown,” “Wicked,” “Sing Sing,” “Baby Reindeer” Among Guild of Music Supervisors Award Winners
The Guild of Music Supervisors held its 15th annual awards ceremony on Sunday night (2/23) at the Wiltern Theatre in L.A., honoring the best achievements in music supervision and songwriting with feature category winners including “Wicked,” “A Complete Unknown,” “I Saw the TV Glow” and “Sing Sing.” Among the TV category winners were “Baby Reindeer,” “English Teacher” and “Agatha All Along.”
Stephen Schwartz was awarded the Icon Award to celebrate his contributions to the music and film industry. Schwartz performed his song “Beautiful City” on stage from his musical “Godspell.” Music producer and supervisor Bonnie Greenberg took to the stage to accept the Legacy Award for her outstanding career in music supervision. Music supervisor and executive at EA Games Steve Schnur won the most awards for the evening with two wins for his work on video games EA Sports FC 25 and Dragon Age: The Veilguard.
Keeping their promise of live performances from Best Song nominees, Oscar-nominees Abraham Alexander & Adrian Quesada performed their nominated song “Like a Bird” from “Sing Sing,” which took the prize for Best Song Written and/or Recorded for a Film. Danielle Ponder performed her nominated song “Egún” from Apple TV’s “Manhunt,” and the artist Role Model gave a rousing performance of their song “Sally, When The Wine Runs Out” as the Spotlight artist of the evening.
The complete winners list for the 15th Annual Guild of Music Supervisors Awards is as follows.
FILM
Best Music Supervision in Major Budget Films
Maggie Rodford - “Wicked”
Best Music Supervision in Mid-Level Budget Films
Steven Gizicki - “A... Read More