Viral Videos' Path to Bigger Screen

The CW has initiated plans to take online video to their bigger screens. The network will devote a weekly segment to spotlight the best user-generated short videos online. The CW has been integrating online videos into its "content wraps," consisting of two- to three-minute program-like commercials.

The network’s new idea is to have sponsors incorporate their products into the plots of series, attracting a dozen advertisers to produce 20 such spots this season.

Instead of fretting and feeling jealous about viral videos' wild success online, the network is working their way to incorporate them into their mainstream platforms. As long as the HDTV flat panels are still dominating our living rooms, it is a good deal for all.