Gone are the days of summer reruns.
Broadcasters are taking a lesson or two from Netflix and cable nets, programming big event series over the summer and promoting them in big ways.
In an effort to train TV viewers to stick around for the summer, networks have been ramping up this promotion effort, this year targeting TV fans with shows debuting across multiple platforms and meant to be watched on viewers’ schedules.
NBC, for example, will premiere David Duchovny’s Aquarius on May 28, making the entire series available on NBC’s website and mobile app immediately after premiere. The distribution allows for viewers to choose whether they want to watch (or DVR) the series on NBC’s network or to watch it at their own pace across other platforms.
CBS has a similar but delayed strategy for its James Patterson novel adaptation Zoo. The series will be available to stream on Netflix immediately after its on-air run has ended.
USA is trying a VOD strategy with its comedy Playing House, debuting each episode on VOD one week ahead of each on-air network run.
These distribution techniques are able to make it easier on TV viewers who are less used to watching a week at a time over the summer vacation, but they also often also work out quite well for the networks. Zoo will be a guaranteed success profit-wise for CBS before its on-air debut because of its Netflix deal, and USA found extra advertising opportunities with its VOD plan for Playing House.
Read more at Adweek.
Brief Take: Networks are finally taking the hint that they need to program summers too, less they find that viewers don’t come back in September.
[Image courtesy of NBC]
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