Pushing forward with buzz-building broadband strategy

Miss an episode of Studio 60? Stream it. Wondering what happened in the last four Smith episodes, before CBS yanked its US broadcast? Canadians can get it online. CTV's marking the first multi-program broadband deal with Warner Bros.

CTV is putting ad-supported episodes of Studio 60 on the Sunset Strip on its broadband network after another deal with Warner Bros. International Television, and details for an abbreviated seven-episode season of Smith are in the works. In a bid to expand the show’s fan base, and the declaration that ‘catch-up TV’ is here on demand, the net is also putting all previously-aired episodes of Studio 60 online at CTV.ca. Pre-roll spots currently promo TSN football programming, and a banner at the bottom of CTV’s media player sports ads for the Media Awareness Network (an Ottawa-based non-profit) and Corner Gas.

The net began streaming season four of The O.C. on Oct. 30 in advance of its on-air premiere. Within 10 days, the first and second episodes were ordered to the tune of over 120,000 streams. The latest additions to the Warner Bros. deal makes it the first multi-program broadband agreement between a Canadian broadcaster and a major U.S studio. Streaming of the U.S. network dramas is geo-gated, making it available exclusively to Canadians coast to coast.

In Canada, Studio 60 has proven a Sunday night (10 p.m. timeslot) winner for CTV, regularly attracting over a million viewers out of simulcast. Smith made the Top 20 in Canada, winning its timeslot for three straight weeks before CBS shelved it in the US. Canadians will now have the opportunity to see the remaining four, action-packed episodes that have not previously aired.

CTV’s buzz-building pre-release broadband strategy began with Instant Star in the summer, and the premiere episode of Season 6 of Degrassi: The Next Generation began previewing on The CTV Broadband Network yesterday in advance of its television debut on Tuesday, Nov. 28.