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Fox has launched the trial phase of an initiative to distribute primetime shows via local Fox station websites.
The Fox on Demand network essentially turns local stations into distributors of online primetime video content, reports paidContent (via MarketingVOX). Nine local Fox-owned stations, including L.A., Boston, New York and Washington, are taking part in the effort to offer free streaming episodes of Fox shows. Prison Break is available now; four other shows will be soon. Toyota is the sole sponsor on Prison Break.
The carmaker’s ads for its Yaris brand appear mid-roll during the episodes - and viewers can’t fast-forward through them, MediaPost reports. Fox is also experimenting with ad-free streaming.
Viewers must use a proprietary player, developed by Fox Interactive Media, that works only with Internet Explorer and Firefox on PCs; a Mac version is in the works. The content is geo-coded, and online viewers will be able to view shows only via their local stations’ sites.
Talks are underway to bring Fox affiliates into the deal and work out a long-term agreement for Fox stations to better reflect their status as distributors, writes paidContent.
Last spring, ABC streamed episodes of several hit dramas on ABC.com, but only allowed five stations to promote them on their sites and link to them.
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