New TV Ads In The Form Of “Programming Content” (CW’s Got ‘Em)

“In an effort to keep viewers from skipping ads — whether the old-fashioned way, by fleeing the room, or the TiVo high-tech, fast-forward method — the newly created CW network is introducing a new forum for sponsors called ‘content wraps.’ The content wraps will replace national advertising on an occasional basis on CW and will play at the beginning, middle and end of a program.”