‘X Factor’ Joins MSOs’ VOD Lineup - Multichannel

‘X Factor’ Joins MSOs’ VOD Lineup

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Fox is making episodes of The X Factor
available on demand for Comcast, Time Warner Cable
and Cox Communications digital subscribers, a first for
any Fox live reality series.

Full episodes of the Simon Cowell-led singing competition
series will be available on video on demand for three
days, the day after their network debut, Fox officials said.

The VOD launches began Sept. 22, following The X
Factor
’s two-hour premiere, which
averaged 12.5 million watchers.

Short-form content from the
show is also available on VOD, online
and via iPad.

“The marketing support our
MVPD partners brought to the
table to promote The X Factor was
overwhelming,” Jamia Bigalow,
senior vice president, distribution
marketing, Fox Networks, said.
“Watching The X Factor on
VOD is a unique experience,
and we look forward to working
with our distribution partners on more initiatives
like this in the future.”

MSO marketing support encompasses cross-channel
spots; presence in the top-picks listings and on VOD barker
channels; direct-mail messaging; consumer emails; Facebook
promos; editorial support; and prominent placement
on each provider’s Web TV portal, plus Web banner promos.

Along with building awareness, Fox officials say viewing
within the VOD encore window counts toward C3 ratings it
has sold against X Factor, which features Paula Abdul, L.A.
Reid and Nicole Scherzinger as
judges alongside the acerbic Cowell.

Fox also backed the debut of
Zooey Deschanel’s rookie comedy
New Girl with previews of the
pilot on VOD, iTunes, Hulu and
other sites, including the actress’s
hellogiggles.com. The New Girl
debut episode was watched by
more than 2 million people from
Sept. 1-19. It counted more than
10 million watchers in its Sept. 20
Fox debut.

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