CW begins digital Seed testing

Broadcast network The CW has launched an experimental digital-only studio with an initial four web series slate.

Digital prodco CW Seed counts season three of comedy Husbands, and new series Backpackers, The P.E.T. Squad Files and Gallery Mallory as its first properties.

The digital initiative was first announced earlier this summer at The CW’s Upfront to replace its CWD studio as a microsite that would launch original content focusing on comedy, animation, game shows and digital personalities.

The move represents the latest attempt by a broadcast network to crack the digital production space and claim younger-skewing audiences. CBS and Time Warner joint venture The CW’s key target demographic is 18-34s.

Husbands, which was previously distributed across numerous online outlets, is now exclusively running through the site. The comedy comes from Brad Bell and Jane Espenson, who also executive produce.

Backpackers follows a recently engaged couple that head to Europe to get over a case of cold feed. Christina Jennings, Scott Garvie, Shane Kinnear, Tom Mazza and Maggie Murphy all executive produce. It’s produced in association with the Canada Media Fund, The CW Television Network and Bell Media.

The P.E.T. Squad Files follows a “ragtag group of ex-community college students in search of paranormal and extra-terrestrial activity”. Executive producers are Russ Cundiff, Milo Ventimiglia, John Dale and Michael Hobert.

Gallery Mallory, meanwhile, is an animated comedy about an overly-educated New Yorker working part time in a Soho gallery and the celebrities she encounters there.

Brad Roth and Mark Feldstein of LA ad agency and production company Stun Creative executive produce.

The CW said further digital series, including LA Rangers, will launch later this autumn, with premiere dates to follow.