One of the broadcast networks is working on a plan to create a second network, according to a new report by The Wall Street Journal.
The network is the youth-oriented CW, which plans to turn its CW Seed studio into a standalone network for mobile devices and over-the-top TV apps.
The network launched CW Seed a few years ago as a source for original Web content, the report notes. The new standalone network will go live May 1 on iOS and Android devices, before rolling out next with Chromecast and Xbox versions.
By the end of this year, the plan is to have CW Seed expand to Roku, Apple TV and other OTT platforms.
Rick Haskins, executive VP of marketing and digital programs for the CW, compared the new initiative to Lifetime’s launch of the Lifetime Movie Network a while back.
Said Haskins: “This is a great opportunity to create a second brand. And we can migrate things back and forth. We plan on expanding aggressively.”
The plan is to have CW Seed in as many as 75 million U.S. households by the end of this year.