The CW announced the creation of CWD, the CW Digital Studio, a new destination for fresh, original content created exclusively for the digital platform. The announcement was made Rick Haskins, EVP/Marketing and Digital Programs.
“CWD provides us with the exciting opportunity to create additional content tailored for digital platforms, while still reflecting The CW brand and reinforcing our connection with our digital audience,” said Haskins. “The digital space allows us to explore unique or outrageous concepts and even different formats that wouldn’t be right for traditional television, but that are perfect for online. We’re so thrilled with our first slate of projects, and we’re excited to work with producers and with advertisers to create new content that will be a great extension of their brand and ours.”
Launching this fall, CWD will feature original content focusing on four key areas: animation, game shows, comedy and digital personalities. Upcoming projects include:
“Gallery Girl,” a digital animated comedy series showcasing a savvy, cool and acerbic gallerina who gleefully takes down the celebrities who are brave enough to enter her SoHo art gallery. Armed with her deep knowledge of art and an equally deep reserve of sarcastic attitude towards her patrons, Gallery Girl is fearless towards whomever enters her wake. Executive produced by Brad Roth and Mark Feldstein of Stun Creative, an LA-based advertising agency/production company whose previous digital credits include The Single Life (DBG/Dentyne Ice), Jen & Barb Mom Life (Specific Media), The Writers Room (Crackle/Sony) and Obamourage (Atom).
“Fandemonium,” a combination of a traditional game show and a competition show, where The CW’s 50 million Facebook fans can compete for the title of The CW’s #1 fan, using social media platforms including Pinterest, GetGlue and Klout.
Untitled Justine Ezarik Project, starring YouTube sensation Justine Ezarik (“iJustine”), who dispenses advice on her vlog to her followers that she can’t quite seem to get right for herself. Executive Producers are The Tannenbaum Co., Eric Tannenbaum, Kim Tannenbaum, The Collective and Richie Keen.
“Stupid Hype” is a live-action series created by and starring “Hart of Dixie” star Wilson Bethel. Earlier this year Bethel wrote and produced Rachel “Thug Lite” Bilson’s online rap debut, “Call Me Doctor,” which went viral almost instantly after posting on Funny or Die. “Stupid Hype,” chronicles the (mis)adventures of a former breakdancer turned rising rap star in 1990. The series will feature original music from Bethel and his super-producer brother Charlie Bethel, aka Chuck Wild, and will be directed by Dugan O’Neal, twisted creative guru behind “Call Me Doctor.”
CWD will also feature special webisodes of The CW Network shows using Interlude. Founded by Israeli rock musician Yoni Bloch, Interlude is the realization of a vision to offer users a unique next generation online video experience. Using Interlude’s proprietary technology platform, online users can make choices about the course of a video in real time, in a completely seamless video experience. The result is a shareable personalized version of the video created from millions of unique possibilities.
In addition to creating original series, CWD is also in conversations to develop co-branded projects with various advertising partners. CWD content will be live on its own vertical on CWTV.com, and will also be distributed to The CW’s 50 million Facebook fans, and as pre-roll on The CW’s full-episode streams on CWTV.com and The CW’s YouTube channel.