The CW Network will bring its programming to Apple TV with a new, ad-supported app, Deadline reported. The CW will be the first network to make its content available directly on the Apple TV set-top box, rather than through a third party like Netflix or Hulu.
The CW announced the partnership at its upfront presentation on Thursday, where network execs offered advertisers market penetration through digital platforms. In fact, greater than 20 percent of the network's audience watches content through digital sources, such as the CW TV Now app, available for Xbox and Windows and soon supported on Apple TV.
The network responsible for Gossip Girl, The Vampire Diaries and America's Next Top Model also announced the launch of CW Seed, its new digital channel with interactive opportunities and original series.
"If the CW is what's now, then CW Seed is what's next," CW president Mark Pedowitz said.
According to Deadline, Pedowitz cut ad deals on Thursday based on the number of viewers who see an ad 7 days after it airs, in order to keep up with the ubiquity of DVR usage.