Fox on Demand debuts on MySpace, local sites

In a move to sustain interest in its fall shows during the Major League Baseball playoffs and World Series, Fox has debuted Fox on Demand, a free streaming showcase on MySpace and 24 owned-and-operated station sites (as we’ve reported, the Fox sites have already been streaming a handful of primetime shows). At launch, available shows (repeats) include Bones, Prison Break, Standoff, Vanished, Justice and more, with additional shows coming later in the season. Streaming is sponsored by Toyota, Burger King and Lionsgate Films. The “Fox Full Throttle” player requires a quick download, and Fox says it delivers a “high definition quality” viewing experience. While I think the idea of offering shows online is a good idea anyway, the move to keep viewers engaged during the confusing programming weeks of the MLB postseason is a smart idea. Now the next step is to produce new shows just for the web.

PRESS RELEASE — Fox Broadcasting, Fox Interactive Media and Fox Television Stations Group today launched FOX on Demand, a groundbreaking endeavor bringing full episodes of FOX primetime television series from the new fall season to millions of fans on an ad-supported basis through MySpace.com and the MyFoxLocal web sites, in 24 owned and operated markets. In an industry first, Fox Interactive Media is leveraging both national and local online distribution channels to sustain enthusiasm for fall primetime programming while the network broadcasts Major League Baseball play-offs and the World Series games.

Beginning today, consumers can access previously-aired episodes from FOX’s returning hits and new fall primetime series, including “Bones,” “Prison Break,” “Standoff,” “Vanished,” “Talk Show With Spike Feresten,” “’Til Death,” “The Loop” and “Justice.” Additional episodes of these and other FOX shows will be made available throughout October and November. On-air promotions during MLB broadcasts will push viewers to the sites to catch up on their favorite FOX shows through FOX on Demand.

“We’re fortunate to have partners like Fox Interactive Media and our Fox Stations Group making our entertainment programming available to viewers, while we turn over much of prime time to Fox Sports and post-season baseball,” said Peter Liguori, President of Entertainment for FOX. “MySpace provides tremendous exposure to our key demos and our O&O’s speak to local viewers and loyal fans of FOX in a very targeted way.”

The launch of ad-supported streaming of FOX programming will support several strategic objectives, including building audiences during breaks in regular programming by utilizing an alternative distribution channel; demonstrating the value of online promotions to stations and advertisers; and allowing parallel entertainment offerings to grow audiences simultaneously.

“Offering free access to FOX programming online during the MLB primetime take-over demonstrates the tremendous value that may be realized through a smart digital distribution strategy for premium content,” said Peter Levinsohn, President, Digital Media, Fox Entertainment Group. “The FIM network of sites and particularly MySpace, combined with our local television sites, provide the optimal platform for maintaining momentum with our existing audience and also attracting new viewers.”

“This is a significant step in our evolution as a next generation media company,” said FIM President Ross Levinsohn. “Leveraging this unique opportunity with our sister company FOX enables us to experiment and innovate, and deliver some of the most compelling video experiences online to consumers. We look forward to expanding this opportunity to other content owners and applaud our premiere sponsors for supporting this important endeavor.”

FOX On Demand is available now on MySpace.com (http://www.myspace.com/fox) and on MyFoxLocal station sites in 24 markets across the country. Viewers will be able to stream each of the shows in high-definition streaming (over one gigabyte per second) video using the FOX Full Throttle video player. The player, delivered by Fox Interactive Media, offers a high-definition quality viewing experience.