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MySpace Makes Room for "24"
It's official. You can toss your TV set.
Well, maybe not just yet. But now you can add 24 to the blooming cornucopia of programming that networks are starting to offer online.
About a week after CBS launched a separate broadband channel to show original Web series, Survivor clips and other network-complementary material, Fox announced Monday that it would be releasing content on the social networking site MySpace.com.
Smell the synergy. Rupert Murdoch's News Corp. owns both Fox Broadcasting and MySpace, making the new partnership a natural addition to an industry already bursting with cross-promotional tie-ins and multimedia expansion.
The premiere episode of 24 and the first episode of season five will be available for free to the more than 75 million registered MySpace users, while the rest of the first and fifth-season episodes will go for $1.99 per download through a MySpace page sponsored by Burger King that's dedicated to the hit series.
"This is truly the perfect marriage of compelling content, an extremely creative advertising partner and the Internet's leading site for young adults," Peter Levinsohn, president of digital media for Fox Entertainment Group, said in a statement.
MySpace has become a hot spot for uploading and viewing digital content, whether it's a new band wanting to get its music out there in hopes of attracting a record deal or a tweenager posting video of her trip to Disneyland for all of her friends to see.
Fox will end the 2005-06 television season in first place among 18 to 34-year-old viewers for the fourth consecutive year, buoyed by shows like American Idol, Prison Break and American Idol.
Fox also took a bite out of Apple's iTunes Music Store last week, delivering 16 series to the digital content site's catalog, including 24, Prison Break and The Shield. The new offerings also include goodies from 20th Century Fox Television's library such as the late Joss Whedon shows Buffy the Vampire Slayer and Firefly.
"As this partnership demonstrates, we're committed to delivering our content to consumers in as many ways as possible," Levinsohn said last week.
Fox's contribution makes it a full major-network house for iTunes, which also offers content from NBC, ABC and CBS. However, iTunes has access to only one show still in production that airs on one network and is produced by a rival. (That would be NBC's Scrubs, which is produced by Disney's Touchstone Studios.)
The iTunes future of other hybrids, such as Fox's House (an NBC Universal production) and NBC's My Name Is Earl (produced by Fox) is still up in the air.
In other recent online expansion news:
CBS is planning to add reruns of its prime-time lineup to its new broadband channel, Innertube, accessible through CBS.com.
ABC is providing free online access to full-length episodes of Lost, Desperate Housewives and Alias for a two-month trial period on ABC.com, to gauge fans' interest in the new format.
And not to be outdone, NBC Universal Television Group Chief Executive Jeff Zucker discussed NBC's digital strategy Monday at the network upfronts in New York. According to the Los Angeles Times, NBC's plans include hiring separate writing staffs to launch--you guessed it--original online content.
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