Upfronts 2017: CW Charts Path From Broadcast Net to Multiplatform Player

Pedowitz cites network's '360-degree' approach with Apple TV, Amazon Fire, Roku

The band Muse started off the CW upfront, performing new song “Dig Down.” The track is central to a new network “image campaign,” explained Rob Tuck, executive VP of national sales at The CW, moments after the performance.

He was joined onstage by Caity Lotz of DC’s Legends of Tomorrow and Melisa Benoist of Supergirl. Donning a cape, he suggested he join the network’s superhero crossover episode as a character called Salesman, but the women shot it down.

Mark Pedowitz, CW president, then took the stage, talking about the network’s shift from broadcast entity to multiplatform player.

“The CW lineup is better and broader than it’s ever been,” Pedowitz said.

In between appearances by network stars like Gina Rodriguez and touts of new series like the Dynasty reboot, which he described as "deliciously decadent," Pedowitz returned to The CW’s multiplatform attributes.

He cited its “360-degree” approach, with assists from Apple TV, Amazon Fire, Roku and other digital platforms. The average age of a CW TV viewer is 45, he said, while the digital user average age is 26.

Pedowitz also mentioned how CW Seed was revealed at an upfront presentation five years ago, and has emerged as a digital player in terms of original content.

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