The CW Sets Up Digital Studio

NEW YORK: CWD is a newly formed digital studio from The CW that will serve as a destination for original content created exclusively for the digital platform.

Launching this fall, CWD will feature original content in the areas of animation, game shows, comedy and digital personalities. CWD will feature original projects as well as special webisodes of The CW network shows using Interlude, a proprietary technology platform that online users can use to make choices about the course of a video in real time. Interlude was founded by Israeli rock musician Yoni Bloch.

Original projects from CWD include Gallery Girl, a digital animated comedy about a gallerina who takes down the celebrities brave enough to enter her SoHo art gallery. Fandemonium combines traditional game-show elements with that of a competition show. The CW’s 50 million Facebook fans will compete for the title of number one fan using social media platforms. There’s also an untitled project from YouTube sensation Justine Ezarik, who dispenses advice on her vlog that she can’t seem to follow herself. Stupid Hype is a live-action series created by and starring Hart of Dixie‘s Wilson Bethel.

"Considering the insane fun we had doing Rachel’s video earlier this year, The CW brass and myself felt like it only made sense to explore producing more original material in that vein," said Bethel. "Stupid Hype is the webisodic extension of that: a funny, music oriented, web-friendly show that showcases both The CW’s commitment to fresh, innovative programming and my commitment to offensive, low-brow humor. Get Hype!"

Rick Haskins, the executive VP of marketing and digital programs, said: "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." Haskins added: "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."

"We want to become the standard for interactive video and to make interactive video become the new standard," commented Bloch. "We are excited to partner with companies like The CW who appreciate the potential of interactive video to better engage their audiences in a fun and meaningful way."