• Multichannel News, Wednesday, April 6, 2011 2 PM

Starting July 27, Netflix members will be able to watch the first four seasons of "Mad Men" online, and the next three seasons right after they finish airing on AMC.

That adds "Mad Men"'s Lionsgate to a list of other TV content providers Netflix has recently partnered with, including Twentieth Century Fox, CBS and Disney-ABC Television Group.

A piece in Gigaom analyzes Netflix's multi-pronged approach to content-building, from "a variation of deep long-tail content, newer popular hits and exclusive access to original programming." Another as yet-untried, but possible approach: "adding shows with loyal fan bases that weren't popular enough for broadcast TV" -- for example, NBC's perennially on the bubble "Chuck," again in danger of cancellation.

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