What do you want from me?

The CW is creating an ad-supported series of two-minute video clips. In order to see the complete thread, users must watch some online and some on television.

"All we're doing is kind of mimicking the way our viewers move from platform to platform," said executive VP Rick Haskins of marketing at the CW. "[Users] are going to like moving back and forth because it's the way they move across media."

According to Haskins, these micro-series will appear in the middle or near the end of a TV show, baiting viewers with a subplot or character insights, Advertising Age writes. Users must go online to see more, then wait for the conclusion to appear on TV.

The format was dubbed "cwingers." The CW's ability to get teen watchers to "cwing" aside, it has already generated pendulous talk among ad execs and analysts.

"If you make it hard for me as a viewer, then that's going to be a problem," said analyst and VP Steve Kerho of Organic.

But others, like Drew Corry of Amphibian, argue the audience is an increasingly "dual consumer."

"They are in there with their laptops open, watching TV," he said.

But while there is little doubt that both television and the internet have a place among TV viewers, the question is whether viewers will toggle when told.

Against rival currents, the CW recently stopped streaming episodes of flagship show Gossip Girl online, asserting it cannibalized TV viewership. The act did not visibly affect the show's ranking, but ratings did begin to rise after an evident slump preceding April 21st.

The show remains a crucial facet to the CW's online marketing efforts. Cwingers will debut during Gossip Girl as well as the CW's remake of 90210, which has not yet launched.