FX to debut new drama on MySpace

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Fox's UK channel, FX, is to release the first episode of new drama series, Brotherhood, on the social networking site MySpace a week ahead of its TV launch on October 9. Last week FX scored another UK first when it screened a trailer for Brotherhood designed to be seen by viewers fast-forwarding through ad breaks with a digital TV recorder.

Fox's MySpace deal is a UK first for the broadcaster and comes as media groups experiment with video-sharing sites such as YouTube and social networking sites in order to reach younger viewers.

Marketing director of Fox International Channels UK Diego Reck said: "This partnership is great for both FX and the new show. It hopefully signifies a first step in a fruitful relationship with MySpace and a fuller strategy, going forward, of capitalising on all of Fox's cross-promotional platforms."

FX's Brotherhood promo is said to be the first TV advert clearly visible while fast-forwarding at 12X normal speed. The trailer retains a static message on screen.

Jason Thorp, senior vice president and deputy managing director of Fox International Channels UK, said: "There are a whole host of issues that broadcasters and advertisers are currently facing and about to face that are going to irrevocably change the business. A creative response will be the only solution to all of them."

Lovelace Consulting  |  27.09.2006

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