Fox to Launch Series Premiere via Twitter Prior to TV Release
By Rob Scott
September 24, 2012
September 24, 2012
- Fox is turning to Twitter’s “expanded tweet” feature to help launch its TV programming.
- “The social media platform will be one of the digital hubs for a full-episode preview 11 days ahead of the third-season premiere of the Fox comedy ‘Raising Hope,'” reports Variety.
- “While the episode will be available on other platforms, only Twitter users who retweet will be rewarded with a video message from the series’ cast thanking them for spreading the word,” explains the article.
- The premiere can be viewed within a tweet without having to access an outside link. “That feature can be accessed either on Twitter.com, its mobile website or apps for Twitter access via wireless devices like the iPad app, which was reintroduced earlier this week as part of a broader redesign of the service,” notes Variety.
- Fred Graver, head of TV at Twitter, is looking to make the service more than just a referral source and second-screen companion, but does not suggest any type of fundamental repositioning. “It’s not like we’re getting into the distribution business,” says Graver. “That’s not what this is about.”
- Enhancing Twitter with new exhibition features could deliver advertising revenue beyond the text-only “Promoted Tweets.”
- The “Raising Hope” premiere will also be available via Fox.com, the show’s Facebook page, Hulu, on-demand and authenticated websites for pay TV distributors.
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“Season Three is shaping up to be our best season yet, so we’re excited about this opportunity for new viewers to sample the show, as well as giving a sneak peek to our loyal fans who know how to use Twitter,” said the show’s creator Greg Garcia. “My father, however, will have to wait to see the premiere episode on regular TV on October 2, but that’s what he gets for being old.”
“Season Three is shaping up to be our best season yet, so we’re excited about this opportunity for new viewers to sample the show, as well as giving a sneak peek to our loyal fans who know how to use Twitter,” said the show’s creator Greg Garcia. “My father, however, will have to wait to see the premiere episode on regular TV on October 2, but that’s what he gets for being old.”
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