The CW is freshening up its image, including rolling out a new “TV Now” tagline and unveiling a new promo clip, according to The Hollywood Reporter. The rebrand officially debuts in August, and will be featured on-air, online and on billboards.
The rebrand is tied to CW’s launch of new programming, including the fall shows “Arrow,” “Emily Owens, M.D.” and “Beauty and the Beast,” the story notes.
Said Rick Haskins, exec VP for marketing and digital programs for the youth-skewing network: "One of the things that we kept hearing was that this is a generation of people who say, ‘I know what I want, when I want it, how I want it, and I want it now. We wanted this to be emblematic of who we are for them, and we are TV now."
The story adds: “The campaign, which plays on apt descriptors like ‘provocative’ and ‘seductive’ in association with CW series, will replace the net’s years-old taglines: TV to ‘talk about,’ ‘blog about’ and ‘tweet about.’"
Here’s the clip: