An Experiment In Transmedia: Fox Show To Be Viewed On iPad Before TV
The network says the “Lone Star” preview through the Vanity Fair app will mark the first time that a television pilot has been made available on the iPad.
In an effort to generate excitement for a new series, Fox will be offering the entire first episode of its new series Lone Star – in advance of the series premiere – to some Vanity Fair readers, cruise line passengers, hotel guests and iPad owners. Contrary to previous logic, Fox learned that previewing a series before its official premiere date would not cannibalize the television audience subsequently measured by Nielsen.
The first episode will be inserted via DVD in New York and Los Angeles subscriber copies of the October issue of Vanity Fair, as well as in newsstand copies in the New York area – reaching about 400,000 readers. It will also run on Vanity Fair’s iPad application – it’s not yet estimated how many viewers it will reach on the iPad, given the application’s relatively recent launch. Fox will also support the show’s premiere with traditional media, via print ads in the October Vanity Fair.