Fox's "Bridge" to Social Media
Fox wants to create a "bridge" between its TV shows and social media areas.
Peter Rice, chairman of Fox Entertainment, told MediaPost the network has been working with a number of brands involving Fox shows and efforts to connect them to their social media platforms.
Now Rice says he wants to make this a more permanent thing where Fox would develop packages to sell to advertisers. Right now he says they are calling the integrated marketing effort, The Bridge. “Think of it as your bridge from our on-air to your digital and social impressions," he said, during Fox's upfront presentation to advertisers.
Fox has a number of programming areas are the primed for this -- especially its young-male oriented Sunday animation shows. Rice says the network has generated some 150 million fans (or could that be messages?) of Fox programming in the current season. The company expects to pull in 230 million this year.
Other big TV networks have been pushing TV and social media TV package deals for marketers believing these extensions are valuable and foster engagement for both programmer and brand.