'CW Now' seeks to be commercial-free

NEW YORK, May 18 (UPI) -- The CW network declared its show business and pop culture trend show, "CW Now," a commercial-free zone during its New York meeting with advertisers.

Bill Morningstar, ad sales chief for the two-year-old CW, a co-venture of CBS Corp. and Time Warner's Warner Bros., said at least three advertisers would underwrite the programming each week, the Chicago Tribune reported Friday. Whether that support means product placement or segment sponsorship wasn't

explained.

Network executives said they realize that "CW Now" can't have the feel of an infomercial because viewers won't buy into the message or the products.

"If it looks like it's a big commercial, it's going to blow up on us and it's going to blow up on the advertisers," Morningstar said. "It's a show at its heart. It's got to be an interesting show that's relevant to viewers and we are always going to watch that line."

"It's going to be editorially independent," said CW Entertainment CEO Dawn Ostroff.