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It turns out there’s more to The CW than this morning’s Myxer announcement. The CW’s free wireless application protocol (WAP) site, wap.cwtv.com, has been in beta for mobile video since the beginning of August, AdWeek reports; the company is expected to officially launch the cell phone site as the fall season begins in earnest.

“We are now moving into mobile the way people were moving into online a couple of years ago,” said Rick Haskins, evp, marketing and brand strategy at The CW, in the report.

The CW WAP site includes both short clips and full episodes of all its shows, including America’s Next Top Model and Gossip Girl. Smallville is the only exception, the report said; it’s left out due to a contractual syndication agreement that precludes the network from incorporating it into the mobile WAP site.


Charles Golvin, principal analyst at Forrester Research, said in the report that mobile video will have to be ad based in order to be successful. “Consumers pay for TV service at home, but a lot of it is still commercially supported and that’s the model that most people are comfortable with,” he said. “It’s only a subset of the market that is willing to pay a premium to get video services.”