Post by buffysmglover on May 17, 2008 10:38:24 GMT -5
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Fox Cuts Commercials for Dollhouse
By: MaidenGreen
Source: The Hollywood Reporter
In an unprecedented move, Fox announced at their upfronts this past week that they are shaking up their network with the commercial TV model with "Remote-Free TV." Their two new drama series, J.J. Abrams’ "Fringe" and Joss Whedon’s "Dollhouse," with dramatically reduced commercial breaks.
"It’s a simple concept and potentially revolutionary," Fox Entertainment Chairman Peter Liguori said. "We’re going to have less commercials, less promotional time, and less reason for viewers to use the remote. We’re going to redefine the viewing experience."
Both "Fringe" and "Dollhouse" would have network commercial loads of about five minutes per hour, about half the usual. The commercial pods would also be shorter and they would have about half the promo load as well.
Cutting down commercials will make the two already pricey sci-fi series even more expensive as they have to produce longer episodes. To offset that and the reduced commercial inventory, the network is planning to charge advertisers a premium. Ad buyers were generally upbeat about the idea, and said they liked the two shows picked. "We’re always clamoring for an uncluttered environment," said Carat Media’s Andy Donchin. But he said that wanted to see how much of a premium would be placed on it.
Once again, the network will launch its fall season earlier than most competitors. During the week of Aug. 25, Fox will air special two-hour premiere episodes of several series, including "Prison Break" and "Fringe." "Dollhouse," which only wrapped up its pilot last Friday, will launch in January.
"We have high expectations for this," Reilly said of "Fringe." A large-scale marketing campaign for the series was launched Thursday. As for "Dollhouse," Reilly said that he was "confident that this will become the next tentpole series for Fox."
Read the full article at the source link!
Fox Cuts Commercials for Dollhouse
By: MaidenGreen
Source: The Hollywood Reporter
In an unprecedented move, Fox announced at their upfronts this past week that they are shaking up their network with the commercial TV model with "Remote-Free TV." Their two new drama series, J.J. Abrams’ "Fringe" and Joss Whedon’s "Dollhouse," with dramatically reduced commercial breaks.
"It’s a simple concept and potentially revolutionary," Fox Entertainment Chairman Peter Liguori said. "We’re going to have less commercials, less promotional time, and less reason for viewers to use the remote. We’re going to redefine the viewing experience."
Both "Fringe" and "Dollhouse" would have network commercial loads of about five minutes per hour, about half the usual. The commercial pods would also be shorter and they would have about half the promo load as well.
Cutting down commercials will make the two already pricey sci-fi series even more expensive as they have to produce longer episodes. To offset that and the reduced commercial inventory, the network is planning to charge advertisers a premium. Ad buyers were generally upbeat about the idea, and said they liked the two shows picked. "We’re always clamoring for an uncluttered environment," said Carat Media’s Andy Donchin. But he said that wanted to see how much of a premium would be placed on it.
Once again, the network will launch its fall season earlier than most competitors. During the week of Aug. 25, Fox will air special two-hour premiere episodes of several series, including "Prison Break" and "Fringe." "Dollhouse," which only wrapped up its pilot last Friday, will launch in January.
"We have high expectations for this," Reilly said of "Fringe." A large-scale marketing campaign for the series was launched Thursday. As for "Dollhouse," Reilly said that he was "confident that this will become the next tentpole series for Fox."
Read the full article at the source link!
