'CW Now' canceled

4:00 AM PST 02/14/2008 by Staff report, AP

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The CW has canceled its experimental "CW Now," an entertainment newsmagazine originally presented without commercial interruption upon its launch in the fall. "CW Now" relied heavily on product placement, with MediaVest buying all the sponsorships in the show, which failed to strike a chord with the network's target demo of young adults.

Two new episodes are set to air in the show's 7 p.m. Sunday time slot through Feb. 24 (for a total of 21 aired episodes); after that, "CW Now" will be replaced by "America's Next Top Model" repeats.

"While you always wish the ratings were higher, we are proud of 'CW Now' and how it improved every week from a creative standpoint," CW COO John Maatta said in a statement. "The program was a highly collaborative endeavor, and you can't put a price tag on what we learned from this project." He added that CW execs view the show as "a success on numerous levels" at a time when all networks are trying to come up with new ways to work with advertisers.
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