The O.C. goes broadband before primetime
Networks claiming 'firsts' in the growing world of broadband content in Canada is not new. This deal, though, gives Canadians The O.C. online first.
CTV is claiming rights to the title of first broadcaster to deliver the premiere of the U.S. network drama in streaming broadband in advance of its broadcast. At noon yesterday, CTV began streaming the season four premiere of The O.C. on ctv.ca. The primetime television premiere hits the air on Thursday, Nov. 2 at 7 p.m. ET/PT, with the season’s second episode making its broadband debut following the conclusion of episode one’s TV broadcast.
The first-look promotional broadband initiative is designed to build excitement, buzz and ultimately audience momentum for The O.C.. Last year, the series averaged 850,000 viewers to CTV when it aired in the 7 p.m. time slot. This fall’s broadband promo is the result of a promo deal between CTV and Warner Bros. International Television, which will make the debut available exclusively to Canadian fans.
CTV VP digital media Kris Faibish says, ‘Our broadband audience is growing rapidly and we’ve already experienced breakout success stories with Canadian Idol and Corner Gas. The addition of The O.C., launching in advance of the broadcast season premiere, provides a great warm-up for the season and a terrific hook for fans across Canada.’