​USA Network is putting plenty of marketing effort and money behind the launch of its new syndicated “Modern Family.” Part of that is about not treating the show like it’s syndicated at all.

USA has been pushing “Modern Family,” originally on ABC, as a new comedy series to add to its successful lineup. As such, the show is getting a promotional push rarely seen in repeats.

USA’s campaign began back in spring at its upfront, highlighting the cast as well as showrunner Steven Levitan. Sister network E! has planned an hour-long special about “Modern Family,” intended to make E! viewers aware that the popular sitcom is coming to USA. Summer also was a good time to do this, when many of USA’s popular original dramas such as “Suits” and “Burn Notice” are in full swing.

Casts from existing series on USA have been welcoming the show over the summer, when many of its original series are ramping up:

A fan appreciation strategy is also in the works, bringing the cast to diehard fans (MOFYs) live, on air and online. MOFY Nation was created as a digital hub where fans can share moments from the show, upload their own stories and interact with one another. “Modern Family” Fan Appreciation Day on October 28 will feature a live table read by the cast of an episode chosen by MOFY Nation.

USA will also add “Modern Family” to the mix of USA Sync, its social destination for programming.

To ramp up its daytime strategy, USA has tapped “Talk Stoop” host Cat Greenleaf as its new host of daytime programming. Also launching September 24, her first week at the post will include conversations with “Modern Family” cast.

Other USA Daytime plans involve talking pop culture, speaking with NBCU stars and red carpet coverage. Her coverage and conversations will serve to promote NBCU properties as well as establish the daytime brand for USA.

Read more at The Hollywood Reporter and Variety.

Brief Take: “Modern Family” is the biggest launch USA has seen in a while. Seeing how well “The Big Bang Theory” worked out for TBS, USA is not taking any chances. The cable net has been treating the syndication launch as if it were an original comedy in hopes of appealing to younger viewers who want to catch up on the series.

Tags:


  Save as PDF