Bing Shows Up on the CW’s Fall TV Programming

[Waqas 48]

This fall, the CW will give a lot of airtime to a new up-and-comer: Microsoft’s Bing.

The search engine will appear on the lower third of TV programming during certain shows, highlighting “TV to Bing About,” a twist on the network’s “TV to Talk About” slogan. The effort will also include more than 50 vignettes featuring the cast of various CW shows specially made for Bing and will appear on a dedicated microsite.

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Popular CW shows like Vampire Diaries, Gossip Girl, America’s Next Top Model and 90210, among others, will get the lower-third treatment three to four times per show plus a 30-second interstitial featuring actors from the show discussing top decisions this season and talking about Bing (which Microsoft promotes as “the decision engine.”) Kevin Williamson (pictured), the developer of Vampire Diaries, will appear in one as will Sarah Michelle Gellar, who’s starring in the new CW series Ringer.

“Bing isn’t just buying ad space, but boldly integrating with CW talent and shows to reach the Gen Y audience in an innovative and contextually relevant way,” a Microsoft rep says.

Bing’s share of the search engine market hit 14.7% in August, up 0.3% from the previous month, according to comScore.

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