Above: The CW President Mark Pedowitz announcing the upcoming launch of CW Good at the network's upfront presentation May 19 in New York City.
During its upfront last week, The CW announced a new vertical on CWTV.com, CW Good, that will highlight the purpose-driven work and causes that stars and fans of the network are passionate about. We asked Rick Haskins (EVP, Marketing and Digital Programs, The CW) to talk about what this new platform means for the network.
How did the idea for CW Good come about, and how do you see it fitting into The CW brand overall?
As we tracked the behavior of our millennial consumers, we found that giving back to the community and the world was more and more important, both for them personally and for the brands and products that they wanted to associate with. That came to a head when after this year's Super Bowl, we saw that the ads that scored the best among consumers were the ones that had a socially conscious message to them. So we wanted to create a platform for The CW to help viewers find information about causes that are important to them, and to our stars, as well as content with a positive, socially conscious message, like My Last Days.
Why was it important for CW Good to be a digital vertical?
CW Good was always conceived as a digital vertical for CWTV.com. The CW is really a hybrid of the best of broadcast and digital media. This fall, The CW app will expand onto every major OTT platform, with free full-episode streaming of all the network's series available the day after broadcast. We also have a digital network, CW Seed, with original digital series as well as the complete catalogs of series that our fans grew up with, like The OC, all for free. So it was a natural progression for us to continue to expand digitally.
The launch will by highlighted by My Last Days, an inspirational docuseries about life as told by those who are terminally ill. What do you hope CW Good viewers will take away from the series?
My Last Days was created by Justin Baldoni, one of the stars of Jane the Virgin, who also hosts the series. Justin has done a fantastic job of finding truly inspiring people, and I think viewers will see the positive impact that can be made on people's lives and on the world, even when you have limited time.
What’s on tap for the vertical as it moves into the new fall season, and what are its plans for growth in the new year?
CW Good launches in August, and will be highlighted by My Last Days, as well as charitable initiatives and PSAs featuring CW Network talent.