As posted late Thursday in the Hot Off The Press
sticky.....Fox Plans to Run Fewer Ads in 2 New Prime-Time Dramas
By Bill Carter, The New York Times
, May 16, 2008
The Fox network announced a new approach Thursday to keep viewers hooked on shows: give them fewer commercials.
Peter Liguori, president of Fox Entertainment, announced a plan that would allow two of its new dramas, “Fringe” and “Dollhouse,” to run as many as 50 minutes of story each episode. Standard dramas now average program lengths of 42 to 44 minutes.
“The business needed a jolt,” Mr. Liguori said. “Everybody has been talking about these business initiatives that have nothing to do with the audience.”
The goal, he said, is to get advertisers to pay more per commercial in these shows because the commercials will stand out more.
Showing no fear of the star power of Barack Obama
and Hillary Clinton
, the Fox network also announced Thursday that it would kick off its new television season by going head to head with the Democratic National Convention
the week of Aug. 25.
Fox will open the season with two-hour premieres of four of its series that week, led by the return of its action drama “Prison Break” on Monday, Aug. 25. The following night the network will introduce “Fringe,” a science-fiction series from the producer J. J. Abrams, one of the creators of the hit “Lost.”
On Wednesday, when the Democratic candidate is officially nominated, Fox will counter with a two-hour season premiere of its crime series, “Bones.”
And for those not disposed to watch the acceptance speech of the Democratic nominee on Thursday, Fox will offer two hours of children embarrassing adults on the game show “Are You Smarter than a Fifth Grader?”http://www.nytimes.com/2008/05/16/bu...gewanted=print