Upfronts: The CW pre-party

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The CW switched up its traditional menu this year for ad buyers and the media by providing food and liquor before its evening presentation.

The network managed to produce a nightclub-like atmosphere inside its party tent next to Lincoln Center as Maroon 5 and a DJ performed.

Advertisers, agents, network and studio executives sat at reserved tables sampling the sushi and mini-burgers near an open bar. The casts of ‘Gossip Girl,’ ‘One Tree Hill’ and ‘90210’ also sat in VIP areas where they could be seen, but not touched.

Finally, the presentation begins with a voiceover from ‘Gossip Girl’ -- as if making an entry into her blog. Two holograms of the CW’s president of entertainment Dawn Ostroff appear, and then the flesh-and-blood executive comes forth to unveil their new schedule.

-- Maria Elena Fernandez