​Starting with August premieres, BBC Three will be premiering its new scripted comedies on BBC’s iPlayer seven days before launching them on its network.

As a way to promote and measure use on its digital player, BBC is encouraging new shows to take advantage of this new tool. By premiering comedies exclusively on iPlayer for one week, BBC is hoping to appeal to its online users as well as create more awareness for its iPlayer.

“We want to use BBC iPlayer to maximize audiences’ discovery of BBC programs and increase the time they spend with the BBC,” said Victoria Jaye, head of BBC TV content online and IPTV, in a statement.

The BBC audience already is familiar with the popular iPlayer and the programming available through it. This year, BBC has made a concerted effort to market the option and to ensure that people know where to find their favorite BBC programs. The network has found its fans eager to adopt the new technology, and plans to create more content for the iPlayer, exclusive and otherwise.

“BBC Three audiences are digitally savvy, and view our programs in a number of different ways online and on the go,” said Zai Bennett, controller at BBC Three in a statement. “We’ve already been experimenting with online content, starting with the hugely popular Comedy Feeds, now in their second season and with a third in the pipeline. Premiering our scripted comedies on BBC iPlayer is an obvious and exciting step forward for BBC Three, and yet another innovative way to give our viewers more choice in the ways they can enjoy our programs.”

Read more about it at The Next Web.

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