In an effort to keep viewers from skipping ads - whether they flee the room or use their TiVo - the CW network is introducing a new forum for sponsors called "content wraps." These spots are supposed to be more entertaining and less repetitive than the usual 30-second spot.

For example: CW has demonstrated a 2 minute short blind date where a boy and a girl meets. One scene showed a woman being introduced to a "fabulous" cosmetic, while another had a man being fitted with a "brand new" contact lens, apparent examples of product promotion, according to the Associated Press.

These content wraps will replace national advertising during some programs on CW and will play at the beginning, middle and end of a program. CW, which is owned by CBS Corp and Warner Bros. Entertainment, will try to shake things up when introducing CW. Some of the more fortunate experiments in form of new kinds of commercials might then have the potential to migrate to the bigger CBS network.

CW, which will begin officially begin its fall lineup Sept. 20 with "America's Next Top Model," is a debuting network that represents an amalgam of WB and UPN series and it is going to be more experimental with advertising and programming.

However, its schedule will be based ”old” hits from WB and UPN like "7th Heaven," "Gilmore Girls," "Girlfriends" and "Everybody Hates Chris," which will feature Whoopi Goldberg as a guest star in two episodes.

Examples of new series are "Runaway" with Donnie Wahlberg and "The Game" with Tia Mowry.

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