Automaker Kia Motors is one of the brands advertising within The CW?s new CWTV application for iPhone and iPod touch.

CWTV features videos, pictures and the opportunity to buy episodes from Apple?s iTunes. Kia has branded the main banner with a logo next to The CW?s and has advertisements integrated with all features of the application.

?This is our first real foray into iPhone apps as a platform for The CW,? said Randy Ahn, vice president of entertainment and sports at CBS Mobile, Los Angeles. ?We really want to bridge the gap between episode airings to keep the viewer engaged on days when the show is not on.

?CWTV does that for us with previews and recaps, which are great ways to keep viewers engaged and drive users back to the TV,? he said. ?Before diving in headfirst we wanted to make sure we had content from all the shows.?

The CW is a joint venture between Warner Bros. and CBS Corp., born when The WB and UPN networks merged in 2006. The network is home to such shows as "Gossip Girl," "Melrose Place" and "The Vampire Diaries."

Kia Motors is the second largest auto manufacturer in South Korea and is owned by Hyundai Kia Automotive Group.

Inside the application, Kia?s logo appears at the top of the page next to The CW?s and a banner ad is at the bottom. Both are clickable.

When clicked, the ads take over the page with information about Kia?s Forte Koup, but users never leave the application.

Inside the advertisement there are six categories such as power, safety and space.

Each category features a video and slides depicting details on the Forte Koup.

When consumers are done, the ad closes and they are returned to the application screen where they originally clicked the advertisement.

Kia also has interstitial advertisements in the photo galleries and preroll ads before videos, all of which are clickable and bring users to the landing page inside the application.

The CW partnered with Rhythm NewMedia for the CWTV application.

One of the key features of the application, according to The CW, is the power for consumers to buy full length episodes from iTunes. Currently, fans can only stream full length episodes on http://cwtv.com, not on any of The CW?s mobile sites.

CWTV features photo galleries, clips, previews, recaps, interviews with the cast and behind-the-scenes footage from all of The CW?s shows.

Also featured on the application is a weekly schedule of programming on the teen network, and episode summaries.

The application has a customizable feed for users to tailor content to their favorite programs.

CWTV and CW City Wize, another recently launched CW application, are being advertised on CW?s Web site and during episodes of CW programs above the network?s logo.

Mr. Ahn said that the target demographic for this application is viewers as young as 12 years old and as old as 30. He believes that the iPhone platform is the way to reach them.

?It?s definitely a great extension for us,? Mr. Ahn said. ?And it?s important from an audience perspective to get the fans involved by blending the two worlds.

?This application provides another way to get further engagement,? he said.