Tales of The CW Summer Intern: #10

The Harry Potter films; Destiny’s Child before Beyoncé went all Diana Ross; Britney and Justin’s naïve romance; it’s a fact of life that, over time, all good things must come to an end. Upon first glance, this sentiment may seem a tad morbid, but rest assured that every ending inevitably marks the beginning of something new and exciting.

So as the beginning of my third year of college approaches, the time has come for me to resign my title as The CW Summer Intern and head back to the east coast. After two incredible months, my internship here in Burbank has come to an end.

Before coming to work at The CW, I thought that the average summer internship entailed shredding old files, filing new files, and memorizing the amount of cream and sugar to put in your boss’s latte. But, not being an average company, The CW has provided me with an internship experience far surpassing the norm.

Over the last eight weeks, the only downside of this internship has been that dinner conversation with my fellow working friends has gotten a little awkward. Now that we’re all full-time employees, after-hour meals serve as our primary venue for catching up. Invariably, the conversation steers to our respective internships and the “B” word is casually thrown around.

“My internship could not be more BORING,” says friend X.

“No, no,” friend Y chimes in. “There’s no way you’re as bored as I am. Yesterday, I counted sheets of paper for four hours.”

At this point in the conversation, I typically act like I’ve just discovered a fascinating tomato in my salad and wait patiently for a new topic to crop up.

“What about you, Eva?” Damn. They caught me. “What did you do at work today?”

“Oh,” I mumble, “nothing special really…just…went to a photo shoot…for THE VAMPIRE DIARIES.”

Their giddy shrieks are followed shortly thereafter by statements of supreme jealousy. While my friends are envious of the glamorous side of my CW internship – like the on-set access to THE VAMPIRE DIARIES and HART OF DIXIE photo shoots and free CW goodies – my favorite aspect of the entire experience has been a different kind of behind-the-scenes exposure.

The one-on-one time I’ve spent in meetings with various members of the marketing team has been invaluable. I am so grateful to everyone in the department who took the time to sit down with me and show me the ropes. These men and women, even during their busiest days, encouraged me to sit in on important meetings and ask questions. They’ve given me access to their research, asked my opinion of fall launch potential, and even entrusted me with projects of my own.

Moreover, I’ve developed a relationship with my supervisors beyond the standard office rapport; I consider each of them to be a mentor of mine. Of course, I admire the caliber of work that they produce. But beyond that, after learning about each of their personal career paths, I admire the ambition and work ethic that has enabled them to reach the positions they now hold.

Another opportunity that I’ve enjoyed during my time with The CW has been seeing the evolution of the fall launch from creative concepts to national campaigns. The CW creative team developed stunning promotional images for all three of The CW’s new scripted series coming this fall.

I showed you the RINGER images that were released for Comic-Con 2011 last weekend. Check out the newly released artwork for THE SECRET CIRCLE and HART OF DIXIE.

In a way, these images embody my time with The CW.  I look at them and remember the various incarnations of coloring and taglines that had been considered, as well as the focus groups and department meetings that led to the final decisions. I look at them and see Rick, Eric, Caty and Lisa, Howard and the alligator, and my first-day-of-work jitters.

I take comfort in knowing that although I’ll miss The CW office, the memories and knowledge that I’ve garnered here will remain with me, as will these “Tales of The CW Summer Intern.”

 

- Eva Gurfein

 

 

 

 

 

CW Shows at Comic-Con 2011!

Tales of The CW Summer Intern: #9

It’s hard to believe that my CW summer internship will be over in a week. At my final marketing department meeting, I couldn’t help but feel a tad nostalgic. I looked around the room at the men and women who had taken the time to meet with me, to guide me through photo shoots and share stories of their personal journeys.

But I can’t lose myself in reminiscence just yet; there’s still a lot left for me to learn in my remaining time here.

I recently sat down with Caty, the network’s VP of media strategies. Caty identifies potential platforms for advertising; a process, she explained, that has many steps. Initially, she considers an overview of recent developments in technology, social media, entertainment, politics, and the marketplace. Caty calls that the “Media Landscape”. She then projects the influence of the Media Landscape on consumer behavior and looks for media outlets that engage fans accordingly.

The traditional media outlets include network, cable, print, outdoor, and radio but Caty is constantly on the look-out for innovative new platforms.

For example, when launching THE VAMPIRE DIARIES in 2010, Caty worked in conjunction with The Red Cross to develop a unique platform for the show. The joint campaign promoted the new series at blood drives at more than 230 of the country’s high schools and colleges. The success of the campaign shows that a little imagination and star-power can do a lot of good.

Another major outlet in promoting the CW lineup is the annual Comic-Con International, a four-day convention (Thursday July 21st through Sunday July 24th) held at the San Diego Convention Center. The event showcases comic books, genre films and television series, science fiction/fantasy, and related art forums

This past week the office has been abuzz with The CW’s preparations for Comic-Con 2011. Five CW shows will be making an appearance at the con: returning shows, NIKITA, SUPERNATURAL, and THE VAMPIRE DIARIES, and new series, RINGER and THE SECRET CIRCLE.

There’s been a lot of great buzz leading up to this year’s convention. The female leads from RINGER, NIKITA, and THE SECRET CIRCLE were chosen for The Hollywood Reporter’s Comic-Con feature on “TV’s 6 Most Wanted Women.” In the article, Comic-Con alums Sarah Michelle Gellar and Maggie Q joke about their off-screen bar fighting abilities and offer Comic-Con tips for Britt Robertson’s first appearance at the SD Convention Center.

More than 140,000 fans will converge for the panels, seminars, workshops, and screenings over the weekend. For those of you unfamiliar with the average Comic-Con attendee, that means 140,000 Spideys, zombies, caped crusaders, and some characters beyond description.

The CW has a jam-packed schedule down in San Diego. First on the agenda was the highly-anticipated RINGER panel on Thursday afternoon. On Saturday, panels will be held for NIKITATHE VAMPIRE DIARIES and THE SECRET CIRCLE. The weekend closes with a SUPERNATURAL screening and subsequent Q&A on Sunday.

100 lucky fans who attended the RINGER panel yesterday received a poster of this promo art autographed by the cast. Like my fellow Buffy fanatics, I’m so happy to see Sarah Michelle Gellar back on TV – not to mention how gorgeous she looks in these photos.

I just received an update from my blog editor, Brandon, who’s in San Diego for the convention; he has some inside scoop to share following yesterday’s events! Brandon says that a street team of identical twins wearing matching RINGER shirts have been promoting the show’s presence at the Convention Center. Also, Sarah Michelle Gellar received a standing ovation from the crowd gathered for the RINGER panel.

Brandon sent this picture of a horde of Comic-Con attendees on the main exhibition floor space. Check it out:

Looks like the weekend’s off to a good (albeit very crowded!) start.

 

- Eva Gurfein

Tales of The CW Summer Intern: #8

The first annual CW Bowling event was a huge success. Some might even say it was incredibowl! (Sorry about that; bowling puns are just too tempting.)

At 1 p.m. on Wednesday, we left The CW office and went to Pinz of Studio City. The neon-lit alley was definitely a cool change of scenery.

Even out of the office, though, The CW’s imminent fall launch seemed to follow us. The Bowl-O-Rama proudly displays a glass case filled with pins that have been autographed by celebrity guests. As I glanced over the collection, I noticed one signed by RINGER’s very own Sarah Michelle Gellar. Check out Sarah Michelle’s special message of gratitude for the alley:

The Events and Special Projects department put together a great afternoon. They had organized stacks of printed t-shirts on a sign-in table near the entrance. The 20 stacks represented the 20 teams in the CW Bowling League. Each stack had a different catch phrase from a CW show printed on the back. Choosing just one was a real challenge – they were all so fun! There were “The Mother Chuckers” and “Queen Bs” from GOSSIP GIRL; “Freshmen” and “Graduates” of 90210; and NIKITA “Agents,” to name a few.

I ultimately chose “The Smizers” (à la ANTM host Tyra Banks’ motto: “Smile with your eyes”) and joined my team in lane number nine.

The best aspect of the event was the way it brought together people from different departments within the company. I met so many people I had yet to encounter during my last month and a half with The CW and developed a more personal relationship with those with whom I work on a daily basis. Cheering one another on and bemoaning our gutter-balls was a real bonding experience.

The actual bowling part of the afternoon was a bit more challenging. After realizing that some skill is required to bowl effectively, and that I clearly lacked any, I opted for a different game plan. I called it the “Go With the Ball” strategy; this entailed picking up the heaviest ball I could manage, hurling it toward the pins, and allowing my body to go with it.

I swear something about the momentum of my body weight actually helped propel the ball down the alley. Granted, I looked like a complete fool BUT somehow I managed to get a couple of strikes.

Alas, my strategy couldn’t compete with true bowling prowess and Steve of CW+ Marketing ended up taking home the award for Highest Score.

As you can see from Steve’s engraved “The CW Big Ass Bowling Trophy,” Emilia really went all out with the prizes for the day. In addition to Highest Score, prizes were also awarded for Lowest Score, Most Spirited, and Best Victory Dance. A raffle was also drawn for awesome gifts like an iPad, Apple TV, and gift certificates for restaurants around LA.

I didn’t end up winning anything at the bowling alley, but I did have some personal victories back at the office during the last week.

The number of people following The Official CW Tumblr is growing every day. It’s such a rewarding feeling to see fellow tumblrs “like” and “reblog” items that I’ve posted. I love the dedication that CW fans demonstrate for each show and character that they embrace. I’m so proud to be a part of their enthusiastic tumblr community.

Now if only they made trophies for tumbling . . .

 

- Eva Gurfein

REALITY HITMAKER MIKE FLEISS JOINS THE CW’S HIGHLY ANTICIPATED H8R AS EXECUTIVE PRODUCER

Twitter Pitch: @fleissmeister joins new @CW_network reality series H8R as executive producer: http://bit.ly/pdgR21 #thinlinebetweenloveandh8

July 13, 2011 (Burbank, CA) — Proving that it’s a very thin line between love and “h8,” reality hitmaker Mike Fleiss — creator and executive producer of the highly successful The Bachelor franchise — has been tapped as executive producer of The CW’s H8R (premiering September 14 and airing Wednesdays 8:00–9:00 p.m. ET/PT), hosted by Mario Lopez (Extra, Randy Jackson Presents America’s Best Dance Crew). Fleiss joins H8R creators Lisa Gregorisch-Dempsey (Extra) and Jeremy Spiegel (Extra), along with Lopez, as executive producers of the highly anticipated new one-hour reality series, which will be produced by Fleiss’ Next Entertainment in association with Warner Horizon Television. Mike Harney (Howie Do It) will co-executive produce.

“This is an exciting show for a number of reasons. But to me, what gives H8R legitimate breakout potential is that it is truly original. So much reality TV is completely derivative. Not H8R,” said Fleiss. “I guess you can say I’m a ‘h8r’ of lame, derivative programming.”

“Having the brains behind The Bachelor onboard is the ultimate match for us, and I couldn’t be more excited to work with Mike Fleiss on H8R,” said Gregorisch-Dempsey. “This show is really a love letter to celebrities. You’ll see an unguarded side of stars you’ve never seen. H8R has heart and an important message about not judging a book by its cover.”

Celebrities are constantly in the public eye — but not everyone is a fan. In H8R, well-known personalities go head-to-head with real people who don’t like them and try to win them over. Will these “h8rs” be impressed — or will they refuse to change their minds?

Tales of The CW Summer Intern: #7

Prior to working in The CW office, my only exposure to a corporate environment was the time I spent as a toddler at my father’s law firm. When my mother was busy with meetings or my two older siblings, I would happily climb in my father’s car and take my seat beside his briefcase. I loved going to work. From my perspective, going to work meant coloring, napping, and playing with the secretaries.

Now that I’m a full-time employee rather than occasional office visitor, that perspective has been slightly altered. Unfortunately, there is no coloring or naps in the average CW workday. However, there are tons of fun office events courtesy of my office neighbors in the Events and Special Projects department.

This week, Emilia and her team have arranged an office bowling party. That’s right, The CW is taking it to the alley – the bowling alley that is – and competition is getting fierce.

But before I put on my bowling shoes, I’ve got some business to take care of back at the office. My supervisor Rick has arranged meetings with people in all facets of the marketing department to help me understand the various aspects of the field.

Disclaimer for my parents: your tuition dollars are totally worth it. That being said – I feel like I’ve learned more about marketing in the last week than I have in the past four semesters of college classes. I swear I really did attend those morning lectures (at least the majority of them) it’s just that seeing concepts in practice is entirely different from reading about them in a textbook.

Going on set for THE VAMPIRE DIARIES shoot last week was great. I got to experience the excitement of a photo shoot and learn firsthand about the production of a major national campaign. The next lesson in my CW Marketing crash-course was with Stacey.

Stacey works on on-air formatting and promo planning. She’s in charge of allotting commercial breaks during CW programs and coordinating on-air promos. So, for example, Stacey ensures that a GOSSIP GIRL “lower third” doesn’t pop up onscreen and cover Dean Winchester’s face during an intense SUPERNATURAL scene.

Stacey explained that a key factor in promo planning leading up to the fall launch is the annual Upfront. The Upfront is a glamorous meeting hosted by The CW in May, attended by the press and major advertisers. The stars of The CW shows, returning and new, all gather to walk the green carpet.

Inside the event, the president of the network announces the fall lineup. Most exciting of all, the casts of the new fall series introduce extended previews of their shows.

The name of the event derives from its main purpose, to allow marketers to buy commercial airtime “up front” – before the television season begins.

After watching footage of LMFAO performing at this year’s Upfront, I’ve deduced that it’s also an excuse to throw a huge party. LMFAO’s “Party Rock Anthem” kicked off the 2011 Upfront, followed by previews of THE SECRET CIRCLE, RINGER, HART OF DIXIE, and H8R.

Imagine attending a bash with Sarah Michelle Gellar, Rachel Bilson, Mario Lopez, and Tyra Banks. It must be some kind of fire hazard to have that many attractive people in one building. On top of the first-rate guest list, everyone’s favorite vampire-doppelganger love-triangle served as co-hosts for the event. If only my internship had started a month earlier…


Word around the office is that Emilia has purchased a massive trophy for tomorrow’s best bowler. Who will win bragging rights and the championship prize? Stay tuned and wish me luck! Who knows? Maybe The CW Summer Intern will be the one to take home the gold.

 

- Eva Gurfein

Tales of The CW Summer Intern: #6

In case the clues from my last post didn’t tip you off, the photo shoot I attended yesterday was indeed for THE VAMPIRE DIARIES.

The day-long shoot took place at Milk Studios in Hollywood. The giant sound stage had been transformed into a breathtaking mystical world. As I explored the otherworldly surroundings, I met Jon Nobel, the artist who designed and shaped the set. Jon described the five-day process of building the detailed environment. Every element had been handcrafted to actualize the concept presented to Jon by The CW creative team.

Jon’s hard work evidently paid off because the set looked incredible. Notwithstanding the camera crew, I felt as though I had wandered into a fantastical new realm.

I then met Emma Trask, the stylist for the shoot, and got a peek inside the massive wardrobe room. Walking through the room was fun, if not a little torturous. It was like walking through a pet store – I oohed and aahed over every piece, knowing that I could look but not touch and that at the end of the day, none of them were coming home with me.

The space was packed with racks of ornate dresses, structured suits, and some seriously badass leather jackets. Lining the ground surrounding the racks were rows upon rows of high-heeled shoes for Nina (who plays Elena on the show) and rugged boots for Ian (Damon Salvatore), Paul (Stefan Salvatore), and Joseph (Klaus). A long thin table against the front wall was covered with gorgeous jewelry.

Emma explained that every scene at a photo shoot requires a different “look” for each character. The day’s shoot consisted of five different scenes. Emma always prepares several potential pieces for each look to give the photographer and creative director options.

The styling of the shoot was stunning. Individually, Nina, Ian, Paul, and Joseph looked striking and as an ensemble they shined.

While the photographer directed the cast on set, I watched the cameramen in action.

The photo-shoot consisted of both still photography and motion film work. The motion footage was shot with an ALEXA Digital Camera attached to a camera crane. The cameramen were able to control the height and movement of the crane to attain steady motion and a range of shots.

The photographer for the shoot happened to be the same photographer I had observed at the HART OF DIXIE shoot. Not to demean the alligator’s modeling skills, but ill-tempered reptiles don’t take direction very well. THE VAMPIRE DIARIES cast, on the other hand, was much more cooperative. The photographer was able to direct the actors and communicate with them to achieve his vision. It was awesome to watch his direction lead to a story unfold with each shot.

Whereas avoiding bloodshed was of paramount concern at the alligator photo-shoot, blood-red props like the melted candles in these silver candelabra were incorporated in various capacities throughout the VD set.

The overall vibe of the shoot had a sense of ethereal romance.

Although I only arrived at the studio midday (just in time for the delicious lunch break), the cast and crew had been working since 5:30 that morning. By 8:00 at night, I was exhausted. The fact that the cast and crew were still able to function through such a long work day astounded me, but I was told that they regularly work 14-16 hour days on set.

Not accustomed to such long hours, I said my goodbyes and made my way home. Walking outside, out of the studio’s artificially-lit “night sky”, I found the LA sun just setting. It was a fittingly surreal ending to the day.

I would love to show you TVD fans reading this some behind-the-scenes photos of the cast on-set but alas I have been sworn to utter secrecy. However, I can assure you the images from the shoot are definitely worth the wait. Be sure to look for the campaign launch of THE VAMPIRE DIARIES around the Season Three premiere on Thursday, September 15.

 

- Eva Gurfein

Tales of The CW Summer Intern: #5

It seems word about my blog has spread. The good news is that now everyone in the office is reading my blog. The bad news is that now everyone in the office is reading my blog – including the coordinator of office space planning. So, that little “fluke” I wrote about the other week regarding my executive office is no longer going unnoticed. That’s right, loyal readers; the suite life is over – I’ve been moved to a *pause for dramatic effect* cubicle.

Allegedly the move was “necessary” because an “executive” from New York is flying in for meetings and “needs” to use the office. If the first thought that came to your mind was to ask why they didn’t offer him the open cubicle, don’t worry – you’re not alone.

Despite my initial misgivings, I’ve found that cubicle life actually isn’t as dismal as Dilbert would lead you to believe. In fact, it’s a lot livelier than the exec lifestyle I’d been sampling. Although I do miss that flat screen TV, my new space is still rather spacious and much more social.

I’m now situated next to the Events and Special Projects department rather than all by my lonesome like I was in my old office. Emilia, Courtney, Leah, and Samantha warmly welcomed me to their segment of the office. Their energy is always upbeat and I get to hear about all the fun events they’re planning first-hand.

There’s also a silver lining to my blog being widely read around the CW office. Yesterday, as I was googling cubicle accessories doing important marketing research, Robert, affiliate relations coordinator, stopped by my new desk bearing gifts.

After reading my blog and learning that I’m a GOSSIP GIRL fanatic, Robert put together a gift bag for me including a tote, nightgown, and sleeping mask all emblazoned with the show’s logo.

Robert also snagged poster-sized copies of the four GOSSIP GIRL print ads I had blogged about. What better way to liven up my new office digs than with some CW wall-art?

After spending the morning tumbling, I went to lunch with Eric, Dajuan, and a fellow intern named Madison. Madison is from New York, but is spending the summer in LA interning in the CW casting department.

For our lunch break the four of us walked to a cafeteria-style restaurant in the heart of the Warner Brothers lot, located a few blocks away from our office building in Burbank, CA. People regularly pay for “VIP Tours” of the lot but, as CW employees, we get walk-on access for free.

As we passed the famous Warner Brothers’ water tower, my childhood imagination recalled memories of the Animaniacs running rampant on the WB lot. Like Yakko, Wakko, and Dot, we walked past sound stages and strolled by sets. We passed through New York City streets and suburban residential neighborhoods, turned the corner at a courthouse and made our way to the restaurant.

I recognized certain buildings from films and TV shows and tried to maintain my cool when Eric told us to look out for filming nearby. Growing up in LA, I’m not generally one to get star struck or overexcited by the glamour of Hollywood. Still, the capacity of film to create an entirely different reality – to relocate to a different city, time, or era – continues to fascinate me.

THIS JUST IN: I’m going to another photo shoot tomorrow!

You’ll have to wait until my next blog post later this week to find out which show the shoot is for, but I will tell you it’s a very good-looking cast. I know, I know – given the CW line-up, that doesn’t really narrow the possibilities. Okay I’ll give one last clue: this time, the star of the shoot isn’t an alligator – but I still might have to worry about being bitten…

 

- Eva Gurfein

 

 

See Which CW Favorites are Nominated for Teen Choice Awards!

Choice TV Show:  Drama
Gossip Girl

Choice TV Actor:  Drama
Penn Badgley, Gossip Girl
Chace Crawford, Gossip Girl

Choice TV Actress:  Drama
Blake Lively, Gossip Girl

Choice TV Show:  Fantasy/Sci-Fi
Smallville
Supernatural
The Vampire Diaries

Choice TV Actor:  Fantasy/Sci-Fi
Jared Padalecki, Supernatural
Ian Somerhalder, The Vampire Diaries
Tom Welling, Smallville
Paul Wesley, The Vampire Diaries

Choice TV Actress:  Fantasy/Sci-Fi
Nina Dobrev, The Vampire Diaries
Erica Durance, Smallville

Choice TV Show:  Action
Nikita

Choice TV Actor:  Action
Shane West, Nikita

Choice TV Actress:  Action
Maggie Q, Nikita
Lyndsy Fonseca, Nikita

Choice TV:  Villain
Joseph Morgan, The Vampire Diaries
Ed Westwick, Gossip Girl

Choice TV:  Female Scene Stealer
Kat Graham, The Vampire Diaries

Choice TV:  Male Scene Stealer
Michael Trevino, The Vampire Diaries

Choice Male Hottie
Ian Somerhalder

Choice Female Hottie
Nina Dobrev

Choice TV Personality
Tyra Banks, America’s Next Top Model

Vote now!

Tales of The CW Summer Intern: #4

Well, the honeymoon phase of this internship – which has consisted of me sitting in my executive suite, watching pilot series – is officially over. It’s time to get down to business. At the beginning of the week, my supervisor, Rick, emailed me about a meeting with Amy and Brandon of the Digital Media Programming department to discuss “projects” for the summer. I wasn’t entirely clear on what these so-called “projects” would entail but I had a feeling it meant that they actually expect me to start working around here.

On the bright side, I figured the added responsibilities would lead to a promotion – or maybe a massage chair for my office. What’s that, you say? Summer interns don’t get promotions? I’ll keep my fingers crossed for the chair.

As I made my way to my meeting with Amy and Brandon, anxiety began to set in. The CW has always been on the cutting edge of digital media. Sure, I’m acquainted with digital media – I use Facebook and Gmail; I have a digital camera; I even download apps on my iPhone! But when it comes to using these platforms in the context of marketing a national network, I’m out of my depth.

It turns out my anxiety was misplaced. Amy and Brandon explained that my summer projects are in fact concentrated on social media – i.e. the stuff I understand. According to Amy, their primary focus when the network launched was cwtv.com. Over the years, however, that focus has somewhat shifted to developing a strong social media presence. In Brandon’s words: “we want to be where the fans are.” In recent years, this thinking has led to a CW Network Facebook page, Facebook pages for individual shows, and a CW twitter.

In addition to my cwtv.com blog, I’ll be keeping track of the most influential tweeters on the web, as well as working with the Integrated Marketing team in NYC to develop digital media promo ideas like cool mobile apps promoting new shows.

My most recent project is populating the newly created CW Network tumblr. If you haven’t checked out tumblr yet, I recommend you do so ASAP – that is, unless you have a job. If, like me, your job actually necessitates perusing tumblr for hours on end, well then, tumble on! Otherwise, you may find that the site hinders your daily productivity. You’ve been warned – it’s the most addictive advent since Angry Birds.

For those of you who are unfamiliar, tumblr lets you post text, photos, quotes, music, videos…basically anything. The content can be original or “reblogged” from another tumblr.

I’ve started “following” the tumblr’s of CW fans to find unique material to post on the official CW page. The pictures and videos that people post are amazing. The amount of creativity that’s evident in every fan post speaks volumes about the devotion of CW viewers. Fans photoshop pictures of their favorite characters from CW shows to add color effects and captions, or to put a series of photos together.

Fans also create original GIF files – that stands for Graphics Interchange Format (GIF). In computer terms, a GIF is a bitmap image format. In Eva terms, it’s a mini animated clip. Some of the clips are hilarious and I’m continually impressed by what people come up with.

Check it out! Make some of your own photoshopped images or GIF’s, post it on your tumblr page, tag #the cw and the specific show the image is from (like #the secret circle), and maybe I’ll reblog it on the official CW tumblr. Here’s a few of my favorite posts I’ve reblogged recently.

Alright, enough blogging for today – gotta tumble.

 

- Eva Gurfein

 

 

 

 

 

 

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