CW sticks with the young demo

katy perryThe CW network, the jointly owned venture of CBS and Warner Bros, was the last of the broadcasters to host its annual unveiling of new prime-time programming — otherwise known as the upfronts.  Judging from its programming schedule and slate of celebrity appearances, the folks at CW aren’t changing the formula of chasing young viewers.

Katy Perry was on hand at 11:00  this morning to kick off the program with two of her songs, “Hot N Cold” and “California Gurls” — which is going to be the CW anthem for its summer marketing campaign. Maybe it was the hour or the demographic, but audience members, many of whom were potential advertisers, sat during Perry’s performance. This  prompted her to admonish, “Is it too early for you to stand up on your feet and have some *!#$-ing  fun?” And then:  “Put your mother *!#$ hands up!”

With that, it was on the scheduling!

The CW introduced two new series. “Hellcats” is set to air on Wednesday nights at 9:00 p.m. EST right after “America’s Next Top Model” and stars Aly Michalka as  a pre-law student at a university located somewhere in the South. She lost her scholarship and turns to cheerleading when she learns the squad offers financial help. Ashley Tisdale of “High School Musical” is also in the show.

The other new show, “Nikita,” features the action film star Maggie Q who plays a former spy assassin for the U.S. who is trying to bring the secret organization down. Lots of scenes with Q fighting off various enemies in lingerie and bikinis — at least judging by the clip.

The network is also introducing two new reality shows, one airing this summer called “Plain Jane” about a stylist who goes around making over young women.  Midsummer, the CW will roll out something tentatively called “Shedding for the Wedding” that pits 10 overweight couples against each other to compete for the “wedding of their dreams.”

At The CW, it’s all about supernatural, soaps and the 90s

Upfront week is winding down, with the CW having rolled out its lineup. As Entertainment Weekly points out, the schedule is straight out of the early 90s. A quick look:

(New series in bold)


8-9 pm: Gossip Girl

9-10 pm: One Tree Hill


8-9 pm: 90210

9-10 pm: Melrose Place


8-9 pm: America’s Next Top Model

9-10 pm: The Beautiful Life


8-9 pm: The Vampire Diaries

9-10 pm: Supernatural


8-9 pm: Smallville

9-10pm: America’s Next Top Model (Encore)

(Reuters photo of “Gossip Girl” star Blake Lively)

What to say at times like these?

wallstreet.jpgThe financial crisis is tough on everybody — Madison Avenue copywriters included.

Stuart Elliott of the New York Times looks at how tough it can be to craft an advertising campaign in this climate, particularly if your client is in financial services.

He points to a new campaign by Washington Mutual, which was sold to JP Morgan Chase amid all the upheaval. What do you say to consumers? The creatives working on the campaign went for humor, Elliot writes, deciding on a headline reading “We love Chase,” followed by “And not just because they have a trillion dollars.”