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Tuesday, May 27, 2008

MRC Unveils CW Sunday Night Programming

Source: MediaWeek
MRC Unveils CW's Prime Sunday Block
May 27, 2008

-By John Consoli

Media Rights Capital will produce a sitcom, a reality show, and two scripted dramas to air on The CW network as part of the Sunday night prime-time block it is partnering with the broadcast network for next season.

The reality show, In Harm’s Way, which will air from 6:30 to 7:30 p.m., looks at the lives of people doing dangerous jobs. The sitcom, Surviving Suburbia, which will air from 7:30 to 8 p.m., is a comedic look at an established family in the neighborhood and its new neighbors. The dramas include Valentine Inc., about an agency that “finds lost loves and mends broken hearts,” and Easy Money, about a family that runs a high-interest loan business.

Each show will go straight from script to series with no pilots. MRC will also progam the 5 to 6:30 p.m. time period, and will announce that programming at a later date.

The CW sales team, which will sell advertising for the shows, will begin meeting with prospective advertisers and media agencies this week. Showrunners for all five shows will attend presentations with perspective advertisers to discuss their shows and to get advertiser input that could result in product integrations.

“Our approach is simple, when you put our artist partners and the advertising folks together in a room, they come up with smart and creative solutions to problems, “ said MRC co-CEOs Modi Wiczyk and Asif Satchu, in a joint statement. “We want them integrated and talking from the beginning.”

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